Genre

Genre is a type of category that differentiates one text from another and helps create a target audience for the producer of the text. Each genre has its own codes and conventions which are the associations and expectations of that specific text. Conventions are what an audience would expect to be in a text and after codes are repeated numerous times they become a convention. Codes are the denotations and connotations of the text such as camera shots and angles, colours and actions.

 

The conventions of a pop music video are very simple. The audience would expect to see the artist in the video either acting, dancing or performing and if at least one of these things aren't used it would be an unconventional music video. Clothing is an important aspect of a pop video as it should be up to date with the audience and outgoing if necessary as it would be expected of the artist. An example of this would be Lady Gaga as she could get away with wearing anything because of her previous history. The camera shots used in a pop video are usually close-ups and medium close-ups. It is not often that long shots or mid shots are used unless they are revealing something or are being used as an establishing shot. The lighting in a pop music video is usually depends on what the song is about. If the song is telling a dark story, the images on screen will match this. If it is a bright and happy song the video will portray a lot of energy and happiness as this is how the artist wants their audience to feel.