This document discusses genre theory and its application to music videos. It provides definitions of genre and codes/conventions. Two theorists, Goodwin and Vernallis, are summarized regarding their views on music video conventions - Goodwin discusses intertextuality and expectations, while Vernallis notes that music videos often break editing continuity rules and use jumps cuts. The document asks the student to consider how genre theories of Chandler and Neale could apply to their own music video analysis. It instructs spending 30 minutes applying genre concepts to one of their coursework productions.

1. Section 1B
Genre

2. LQ: How do I apply the theories
of Genre to my Music video
Lesson Aims
◼To look at a variety of different approaches to genre,
and decide which ones are useful for my own work
◼To look at how I might apply theories of genre

3. What is Genre?
What do you understand by the term ‘genre’ ? Write down a
definition.
You might well, and indeed should have‘ included codes and
conventions’ in your definition
What are codes & conventions?
Write down a definition for the term codes and conventions
in the box below. Identify what the codes and conventions
for a music video (the form) are and what the codes and
conventions for different musical types of music video are
(e.g an R’n’B music video). In other words, what would we
expect to see in a music video & what would we expect to
see in different types of music video?
We’re thinking in general term at the moment – we will
concentrate on your music video in just a bit.

4. Genre of your own music video
Now start thinking about your own music video
and the pop genre you worked in, and using the
list of relevant conventions you have just drawn
up, write down what conventions you used and
which you didn’t use.

5. Theories about Genre – Goodwin
We are going to look at two quotes from theorists who
attempt to distinguish what makes music video
distinctive from other forms and genres in media.
Andrew Goodwin, 1992.
Pop songs are repetitive in their resemblance to other
pop songs, drawing on almost identical rhythms, styles of
performance and lyrics. This ‘intertextuality’ means
that we become familiar with the genre, and therefore
have certain expectations.
Note down what Goodwin is saying about genre codes
and the conventions of music videos in your own words

6. Theories about Genre – Vernallis
The second quote:
Carol Vernallis,2004.
- Usual rules of ‘continuity’ editing are broken
- Edits may be really obvious to draw attention to
themselves
- Jump cuts are often used
- A master shot (base track) is frequently used to give
the video a structure
- Camera may move in time with the music
Note down what Vernallis is saying about genre codes
and the conventions of music videos in your own words

7. Other theorists about Genre
There are 2 other well known theorists of genre
• Steve Neale
• Daniel Chandler
Find out as much as you can about the theories of Daniel
Chandler and Steve Neale and note it down into your books
Could either theory be useful in the analysis of your video
?
If you think it is, note down examples form your music
video that you can use

8. Applying learning
Using all of your notes and analysis, spend 30 minutes
answering the question:
Apply the concept of GENRE to one of
your coursework productions
(June 2014)