Linking to theories DRAFT

Appealing to your audience through generic conventions of music videos for your genre:

- Why is genre useful when targeting an audience?

Genre is useful for audiences as it allows them to differentiate between the different of music styles and types of narrative they use, allowing them to see what appeals to them the most.

- Conventions: What you expect to see?

• Bright colours
• high key lighting 
• close ups of the artist 
• dancing(?)
• Cut to the beat
• link between music/lyrics and visuals 
• intertextuality 
• A relationship/ love interest.
• lip synching

- Iconography – Genre indicators

• The instruments seen- typical pop instruments would include acoustic guitars or pianos. 
• the artist's costume
• type  of narrative- performance etc. 
• Direct mode of address

Lana Del Rey - Summertime Sadness 

What conventions or elements of iconography are present here and how will this appeal to an audience?

• Close up of artist and lip- syncing  
• Intertextual reference
• high key lighting
• Cut to the beat
• some of the lyrics match the visuals
• it has a fragmented narrative 

Use ideas from audience theories too:

Blumler and Katz' Uses and Gratifications - here it is likely that out of the main categories, the music video will address areas such as Diversion / Escapism, Personal Identity and Personal Relations/ Social Interactions.

Reception Theory:
What messages will be dominant? ie the preferred / encoded reading - how will you make sure that your target audience shares the 'code' of the text? Will you use intertextual references to clarify and anchor meanings (as well as gratify the audience)?
In what ways could messages be negotiated? Is there any risks your messages might find oppositional readings?

Cultivation Theory: What hegemonic messages are likely to be present/ reinforced?