Genre

There are three types of genres: Genre, Sub genre and Hybrid genre

Theorist Steve Neale, claims that genre is a "system of orientations, expectations and conventions which circulate between industry, text and subjects". 

In class we looked at Rap/Hip-Hop artist- Biggie Smalls and his music video for his song 'Skys the limit'. 

http://www.youtube.com/watch?v=_GFiqKAQaJQdiv>

This music video reaches the audiences expectations, as the text portrays elements that you would typically see in a Rap/Hip-Hop video. 

Location: The video was filmed at places like the glamorous mansion house and luxurious swimming pool. The use of these locations are typical of this genre as they connote the artists wealth and easy lifestyle. The audience expect this, because stereotypically rappers are known to showcase their achievements and materialistic items such as their big flashy cars and gold chains.

Camera language: There is a wide range of different shot types. For instance, when the artist is rapping on the balcony, a low angle is used which positions him above the audience and connotes his status - indicating he is better then everybody else. The audience expects this, as rappers are known to be powerful and confident people who like to be in control of situations. 

Costume: The artist is dressed in the typical rapper style, with the big fur coat and snappy suite. He is dressed in black, which signifies that the artist is in authority. The artist raps the line 'Prayin God forgive us for being sinners, help us out', this lyric may indicate that the use of all black could instead imply submission rather then authority, since people like the priest wear all black which highlights their devoted love to God and so it may be that artist is seeking forgiveness himself. In some ways I believe it subverts from audience expectations as typically rappers talk about women, money and sex rather then God. 

In addition, the suite connotes class while the fur symbolises the artists obvious wealth and his taste for the finer things in life. He also holds a cane, which could connote his strength or it could represent wisdom and that as he has grown older, he has experienced a lot. This meets the audiences expectations as stereotypically rappers are known to have led a hard life which has taught them a lot eg being in gangs. 

Actor/Artist: The true artist is not shown in the music video as he died 15 days prior to the release of the song. A child that resembles Biggie Smalls at a young age features instead. The use of the children reflects the artists thoughts about his life, connoting may be that he is a kid at heart, who is trying to live life to the fullest even though he if facing many problems. This subverts from audiences expectations, as typically the rapper is present in the video, being presented as dominant and the video content is normally explicit. However, the use of kids adds a nostalgic tone to the text, because as kids we are told the sky's the limit but as we grow up our optimism tends to wear off and we become full of anger. 

The Repetition and Difference theory suggests that genre products contain elements that provide pleasure for the audience, which comes from the repetition (I knew that would happen) and also from the difference (the twist).

In class we looked at Rock band Blink-182 and their music video, for their song ‘All the small things’.

Camera language: There is range of shot types used. The artist is running on the beach with a dog, a point of view shot is used to make it seem like the audience are looking in through a telescope. This enjoyable setting has lost all serious meaning, as the man is getting attacked by a dog – this ruins the calm atmosphere and makes the audience laugh. This further emphasises how unconventional the music video is, as the use of inter-textuality changes the scene from being attractive to a comic event. The fast paced editing creates an exciting atmosphere that keeps the audience on their feet. This reflects the bands personality as being fun and lively and this is further connoted through their upbeat music as well. This is conventional of a rock band, as we typically expect them to be energetic.

Genre: This text touches on many narratives and each one references the common, stereotypical boy band. They mock bands such as Good Charlotte, connoting that they are not the average boy band and would rather be known for the music, rather than how they look visually. This is typical of alternative rock bands are they are known to remain in the shadows and let their music get all the deserved attention.

David Bordwell states that "any theme may appear in any genre". 

For my music video I am thinking about using themes such as romance and highlighting coming of age events e.g. Prom.

The audience will engage with these themes as they are targeted at a youthful audience because they highlight issues that the subjects may have gone through - personal identification (U&G). Therefore, they understand the text and can relate to it on a more deeper and personal level. For example, the music video - Friday by Rebecca Black, tells a story of a teenager going through her daily routine and hanging around with friends. The theme of education (when she wakes up for school and waits for her bus), is something all youths can relate to as they personally have been through the events of preparing for school and so in turn understand the text better.