Genre Theory

By Ellen Whight

Genre Theory The genre theory bases it self on codes and conventions of the type of genre you choose, this means everything that should be included in that certain genre i.e. an R&B music video would be shot in an urban area or club, themes and setting etc. The codes and conventions are the same every time for the same genre, the only thing that’s different is the style in which the director directs the music video, such as techniques, camera work styles etc. The genre theorist Professor Steve Neale is an analytic philosopher and specialist in the philosophy of language who have written extensively about meaning, information, interpretation and communication he declares that ‘’Genres are instances of repetition and difference’’ he states that difference is good as more repetition would be boring and would attract an audience. Genre refers to the type of music and music video, each genre has it’s own characteristics, techniques, setting, themes etc. Which can be identified and recognised by an audience as that specific genre.

Theorists• Knight argues that ‘’making sense of texts in genres is an active process

of creating meaning.’’

• Duff is like many other theorists, he believes ‘’that genre is evolving over time and that conventions are a result of agreements between the author and reader.’’

• Sonia Livingston says that ‘’Different genres specify different contracts to be negotiated between the text and reader’’ again like Duff.

• Nicholas's Abercrombie says that ‘’Media producers should stick to using the typical conventions in a music video or film, as audiences are guaranteed to like them and identify with them easily.’’

• Andrew Goodwin says that – ‘’Music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intersexuality is often employed in humorous videos.’’

Andrew Goodwin a music video theorist numbers a load of features which are

identified in a music video these are:

A relationship between the lyrics and the visuals, with the visuals

illustrating, amplifying or contradicting the lyrics.

A relationship between the music and the visuals, with the visuals

illustrating, amplifying or contradicting the music.

Genre-related style and iconography present.

Multiple close-ups of the main artist or vocalist.

Voyeurism often plays a major part, especially in relation to females.

Intersexual references to other media texts may be present.

Andrew Goodwin

R&B, rhythm and blues, is a well known and popular music

genre originated in the 1940’s from African-America, this

genre includes and links with other music genres such as

Hip Hop, Rap and Grime. This genre will be classified with

certain artists such as Biggie, Tu Pac, Nicki Minaj etc. Music

videos will have certain representations and lyrics that can

be identified by audience members of what the song/music

videos genre is.

R&B Genre