Genre theory

Andrew Goodwin (1992)- generic conventions of the music video Andrew Goodwin (1992) writing in ‘Dancing in the Distraction Factory’ argued that many music videos shared 6 generic conventions: 1. Different sub- genres of music have their own video conventions (e.g. stage performance in rock video, choreographed dance routine in pop videos) 2. There is a relationship between lyrics and visuals 3. There is a relationship between the music and visuals 4. The demands of the record label will include the need for lots of close ups of the artist to emphasise the image of the star. 5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body. 6. There is often intertextual reference (to films, TV programmes, other music videos and other popular culture)

Hartley (1994) and Hodge and Kress (1988)- genres limit creativity. John Hartley (1994) argues that 'genres are agents of ideological closure - they limit the meaning-potential of a given text‘ - suggests genre acts as a straightjacket, limiting creative potential. Robert Hodge and Gunther Kress (1988) say genres 'control the behaviour of producers of such texts, and the expectations of potential consumers‘ -again suggests that genres can limit creativity and often merely conform to the audience’s expectations. -Do you agree or disagree with this? Did making a music video- and operating within a specific sub- genre limit your creativity?

John Fiske (1987)- genres reflect the zeitgeist John Fiske (1987) asserts that generic conventions 'embody the crucial ideological concerns of the time in which they are popular' (Fiske 1987, 110). This suggests that genres tell us something about the ‘way of the world’ in the time in which they are popular (the zeitgeist). Q. What does the popularity of contemporary music videos- and the popularity of particular sub-genres of music video- tell us about the world today? Q. How do the generic features of your video reflect the zeitgeist?

Applying theory to your work Now I want to look at the issue of whether music videos restrict creativity. Hartley (1994) has argued that ‘genres… limit the meaning potential of a given text’. He is referring to the idea that genres demand that producers adhere to certain rules when making a text and that this therefore makes the text less creative. In terms of music video, I disagree. Whilst the generic conventions of a music video usually demand certain aspects to be included (e.g. performance elements, lip synch and close ups), the generic elements, as laid down by Goodwin, are sufficiently loose to allow a great deal of flexibility. I feel that my video, ‘Fashion’, follows the conventions, but is still a unique, creative piece. I chose a range of different filming locations, camera angles, costumes, performance styles and editing techniques to make my video highly creative and a fun, original and ironic take on the importance of fashion in a celebrity- obsessed society. State theory Explain theory Your informed opinion on theory Analyse examples from your video

Applying theory to your work Label the different elements of this paragraph in the same way as on the previous slide: John Fiske (1987) has stated that generic conventions ‘embody the crucial ideological concerns of the time in which they were popular’. By this he means that popular genres capture the mood of the times, telling us something important about the zeitgeist. I feel my video, ‘Fashion’, as a pop/ dance video, supports this theory as it clearly reflects the current obsession with clothes, fashion and the female body. In fact, the whole song is a somewhat ironic ode to fashion and celebrity culture. There are constant intertextual references to fashion labels in the song, for instance in the lyrics ‘Gucci, Fendi, et Prada. Valentino, Armani too’. Also the focus on the star, through the use of many close ups- a genric feature of the pop video- hints at the celebrity obsession in modern society.

Your music video: o What sub genre is it? o What are the generic features of that sub genre? o What general generic features of a music video does your video display (see Goodwin)?

Your writing: 1. Write a paragraph applying John Fiske’s theory to your video. 2. Write a paragraph applying either John Hartley’s theory or Hodge and Kress’ theory to your work. 3. Write a few paragraphs applying Andrew Goodwin’s theory to your work- one aspect of the theory per paragraph. Remember: state theory, explain theory, give your informed opinion, analyse examples from your video, further opinions (if necessary)