Genre as a system theory

Genre as a system theory

                            Music Videos

What is Genre?

This means “type” or “category”

What is it genre as a system theory?

“This is what people expect from a music video”

This is shown through the codes and convention in the

Mise-en-scene (everything you see in the scene)

Camera work this is a variety of shots depending of the style there are a lot of close up especially in performance music videos, editing and sound. One way of defining genre is a set of expectations.

What are codes and conventions?

Codes are system of signs, which create meaning. These may include either technical codes or symbolic codes. An example of code in a music video is girls in shorts dancing around in and RnB video.

Technical codes- This is all the ways in which equipment is used to tell a story.

Symbolic codes – This shows what is beneath the surface of what we see for e.g. a characters action can show you how they are feeling and their emotions.

Conventions are the widely recognized way of doing something which is to do with content form and style. There are two types of conventions which consist of:

Technical convention- These conventions apply to majority music videos e.g. the video being the same length as the song and fast cuts.

Genre conventions- this is where conventions are associated with a particular genre. E.g. is a pop music video where dance routines are performed and bands performing songs.

What are music videos?
"A music video or song video is a short film integration song and imagery, produced for promotional or artists purposes. Modern music videos are primarily made and used as marketing device intended to promote the sale of music recordings."   

The different types of genres 

Genre 
A dominant important category it should be restively obvious and easy to define 0r spot on 

Sub genre 
This is specific categories that allows audiences to identify them specifically 

Hybrid genre 
This is a combination of major genres that sometimes creates another type of  film

Conventions of a music video

·         The video is the same length as the song (somewhere around 4 minutes)

·         They present the band/artist, who look as they are singing

·         They have lots of fast editing

What will the audience expect from music videos 

• Performance 
• Singing 
• Dancing 
• Artist dressed in different outfits (at time)
• Different location 
• Different camera shots 
• Transitions 
• Animation 

Gunther is a leading theorist in the study of the exploration of multimedia with its impact on communication in increasing judgement and individual world.

 He believed that genres change and new genres are developed when situations begin to occurs, Kress believes that you cannot have specific codes and convention for genre, every genre places the person and audience into a belief system where you and they assume situations.

This can be applied to the music industry RnB singers.

I will give example on what I mean.

Rude Boy by Rihanna

What is RnB?

RnB lyrics sometimes focused on segregation and racial issues, like other musical genres associated with African American musicians. In general, this style of music includes steady rhythms and numerous instruments to create multiple layers of sound. The music is often meant to inspire dancing or to at least provide sound that is catchy and fascinating. Lyrics can cover subjects such as relationships and love.

What we will expect?

In the first (00:08) different transitions with is a code and convention that the audience will probably see in an RnB music video, Within the (00:17) we see the artist for insistence in this content Rihanna wearing glasses, big hoop ear rings and a short shorts and a top and which is also what is typically in music videos. Another code and convention in music videos is dancing we see this within the duration of (01:13) to (01:30) her dancing flirtatiously acting like eye candle to the men. This conforms to Kress theory this is because we as an audience often see successful women singers portraying their self like that making the younger generation think it is ok watching these music videos making them copy it. 

Neighbours know my name by Trey Songz

What we probably will expect in male RnB music video which is woman dancing, the artist dancing, flash cars, more than one costume, flashing lights and location such as dancing in a street or a house party.  

In this video is another example of what people expect from music videos especially in Rnb Videos within the first (00:00) to (00:36) we see the artist getting interment with a woman which is a code and convention of music videos. Close up shot of the artist face is a code and convention. Woman dressed inappropriately, bass music. In this music video there is a lot of passion within the two as the red lighting in the beginning signifies romance, love, passion and desire.