Andrew GoodwinAndrew Goodwin believes that genre in music videos should represent stereotypes and the conventions of that certain genre. For example: Rappers = Talking about women, money and wearing jewelry like chains and clothes like hats, including the use of big houses. https://youtu.be/pVd3--VlHNU - French Montana - Pop That.

He also says that Sound and Vision shows a transparent relationship between lyrics and visuals. – Eg Pop That.He states that the video directly represents the lyrics of the song and an example of this would also be Pop That by French Montana or Bake Sale by Wiz Khalifa - Illustrativehttps://www.youtube.com/watch?v=rTAZlHGOVo8 Amplification – He also states that videos can also manipulate the audience through repitition of key meanings.Disjuncture – This means the songs meaning is ignored.Notions of Looking- we are ‘watching’ the performer and gaining pleasure from it. Typically features windows and mirrors etc.

Star Image- promotion of the star through the video using frequent close ups and things representing themselves.

Intertextuality- reference to other media texts (such as other songs, films etc.). Allows the audience to quickly decode the meaning.

Simon Firth

• Simon Firth stated that “music videos may be characterised by three broad typologies: performance, narrative and conceptual” (1988)

https://youtu.be/SR6iYWJxHqs - Example

Performance

• Performance videos, the most common type (Firth 1988) feature the star or group singing in concert to wildly enthusiastic fans. The aim of this is show a sense of the in-concert experience.

• http://www.youtube.com/watch?v=fmXLzY8kbYA

Performance

• Performance videos that display the star or group in the studio remind the viewer that the soundtrack and album are still important.

• “Performance oriented visuals cue viewers that, indeed, the recording of the music is the most significant element” (Gow, 1992)

• http://www.youtube.com/watch?v=xGPeNN9S0Fg

Narrative

• A video may tell any kind of story in linear, cause-effect sequencing. Love stories are the most common narrative mode in music video and normally follow the pattern of boy meets girl, boy loses girl, boy gets girl back. Action in the story is dominated by males who do things and females who passively react or wait for something to happen (Schwichtenberg, 1992).

• http://www.youtube.com/watch?v=M97vR2V4vTs

Conceptual• Conceptual videos rely on poetic form, primarily metaphor (Frith, 1988).

The conceptual video can be metaphysical poetry articulated through visual and verbal elements.

• “These videos make significant use of the visual element, presenting to the eye as well as the ear, and in doing so, conveying truths inexpressible discursively” (Lorch 1988).

• “Conceptual videos do not tell a story in linear fashion, but rather create a mood, a feeling to be evoked in the experience of viewing” (Frith 1988)

• http://www.youtube.com/watch?v=uuZE_IRwLNI

• http://www.youtube.com/watch?v=3O1_3zBUKM8