Theories to think about during the planning stages of our music video

Fiske (1987): genre reflects the zeitgeist (current events). Genre conventions ‘embody the ideological concern of the time in which they are popular. This suggests that genres tell us something about the way of the world. Therefore, genres are important in shaping future events and how society functions today.

Rick Altman: He argues that there is no such thing as ‘Pure’ genre anymore. Audience become tired of the same formula as it needs to still have appeal to audiences. The reason genres survive is through hybridisation borrowing.

Hodge and Kress (1998): they say that genres ‘control the behaviour of producers of such text, and the expectation of potential consumers’. Therefore, this conforms to the audience’s expectations, which is necessary for them.

Hartley (1994): He says that theorist argues that ‘genre are agents of ideological closure as they limit the meaning of a given text.

Applying Genre Conventions to Music Videos