believes that the way in which we define a
genre is by semantic and syntactic elements
SEMANTIC: signs that are
easily recognised and
identifiable to the
audience. These could be
things such as knives,
blood, dark colours, eerie
music
SYNTACTIC: elements
that are harder to
recognise and are more
subtle. These could
include themes (such as
fear or revenge), or plots
(such as Final Girl theory)
David Buckingham
says; "Genre is not... simply given by the culture: rather it is in a constant process of negotiation
and change"
Andrew Goodwin
believes that depending on the genre,
music videos will follow certain
conventions
star persona is important - companies use
close-ups to sell the talent to the audience
voyeuristic images are
used to attract an
audience
music videos often contain
intertextual references to
other media
there is a link
between the lyrics
and the visuals and
the pace of the
music
Laura Mulvey
believes that women are
often shown through the
ideas of heterosexual men
(male gaze) and are seen in
voyeuristic ways
virgin/whore dichotomy -
where women are seen in
one of two ways, the 'virgin'
or the 'whore'