Genre Theory

Daniel Chandler - Conventional definitions of genre constitute on particular conventions of content (such as themes or settings) and/or form (including structure and style) which are shared by the texts which are regarded as belonging to them. Every genre positions those who participate in a text of that kind.

 

I believe Daniel Chandler’s theory does work with my music video. Above is the shot from the video, where the character is playing the piano. This is an example of our video using other themes from other genres. When looking at other videos it was noticeable that the piano was used often in more subtle tracks by well known, branded artists. My video also does go against this theory. It explores the close relationship between the two sisters, I have yet to find a video that explores that bond, therefore in a way the video goes against Chandler’s theory.

 

David Buckingham argues that ‘genre’ is not simply ‘given’ by the culture; rather it is in a constant process of negotiation and change.

I do believe this theory works with my music video. Genre is constantly changing, the above shot from my video emphasises this. The use of a slow dance would never really fit into a music genre, however with the music industry always changing, I believe it fits into many genres. For example, in Pink’s - Try music video, a dance is included to express her emotion. Pink is a well known rock artist, however the dance goes against her genre, which proves the genres are always changing.

Deborah Knight notes that ‘satisfaction is guaranteed’ with genre: the deferral of the inevitable provides the additional pleasure of prolonged anticipation (1994).

I believe this theory works with my music video. Although the video explores the themes of sadness and loss, the theme of happiness is also presented (above a shot from the video suggesting happier times). I also believe each genre does have their specific target audience, therefore that specific target audience will always be interested in that particular genre, and so satisfaction will always be guaranteed. Also, the video is sad, however it makes the audience think about what they have seen, therefore satisfaction may be guaranteed with the thoughts at the end of the video.
Steve Neale argues that pleasure is derived from ‘reputation and difference’, there would be no pleasure without difference. (1980)

I agree with this theory, as I believe my video is ‘different’. Unlike conventional music videos, my video doesn’t have any male actors in it, it concentrates on the family relationship, which is unusual for a music video. I believe pleasure is achieved, with the difference of the video, the fact I have gone against conventions and touched a strong narrative will achieve pleasure for an audience.
Bordwell - Any theme may appear in any genre (Bordwell 1989)

I believe this theory works for my video. Many themes are presented throughout the video, for example the themes of love, happiness, sadness and loss. It shows that although the narrative in the video is rather sad, it also portrays happiness throughout, with the use of the sisters playing and showing their close relationship.