2. He argues that genres are cultural categories that surpass the
boundaries of media texts and operate within industry â
audience and cultural practices aswell.
⢠Industries use genre to sell products to audiences. Media
producers use familiar codes and conventions that very often
make cultural references to their audiencesâ knowledge of
society and other texts.
⢠Genre also allows audiences to make choices about what
products they want to consume through acceptance in order
to fulfil a particular pleasGuEreN. RE
INSTITUTION TEXT AUDIENCE
3. Red Hot Chilli Peppers â Canât Stop
⢠Genre â Funk Rock
⢠Performance aspect â making fun of everyday life
⢠They are commercial exhibitionists within this music video
⢠They are perceived as fun, creative people who reject normal
everyday lifestyles.
⢠They create an anti-image or rebelliousness as their
institution states they have to make music videos even
though they no longer need to promote their music due to
their success.
4. Weezer â Buddy Holly
⢠Released in 1994
⢠Uses the layout of the TV programme âHappy Daysâ
⢠Tis music video is formed around the sitcom.
⢠Uses an actor from the series within the music video.
⢠The mise-en-scene (costumes) represent the 50âs persona
⢠It is Early 90s music set in old times
⢠There is use of original footage from the TV series in the music
video
⢠It is based on the past â not reality
⢠Buddy Holly was a 1950s rock ânâ roller â this is understood via
media personality and contextual knowledge of the audience.
⢠The video has a television ad break in the middle just like the TV
series
⢠Characters shown via the mise-en-scene (leather jacket = 50s rebel,
âbad boyâ)