Blog Genre Theory

Neale's Theory of Genre shows a system of orientations, expectations and conventions which circulate between industry, text and subject. In relation to this, we watched Biggie Smalls video 'Sky's the Limit'. This is a perfect example of a text that meets the audience's expectation of the Genre. The Genre of this song is Rap/Hip Ho which is typically represented in the music video through the mise-en-scene and other typical conventions such as the big expensive mansion they have filmed majority of the video in and the flashy cars. Also the use of a panning camera movement and establishing shots of the location emphasise these features. Showing off wealth is a main convention of a Hip-Hop song as it makes them look like powerful dominant figures, like role models to those who wish to be like them. In this video, just like every other music video, there is a live performance by the singers where they are looking and singing directly at the camera engaging the audience.

The Blink 182's 'All the Small Things' music video is a good example of a rock genre video where the 'Repetition and Difference' applies. The typical conventions in this video would be the live performance by the band with the guitars on stage, performing to an audience. However, the comical parody makes this subvert the typical video, thus making it both entertaining for the audience and different. In addition to this, the exaggerated and dramatic use of mise-en-scene makes the ridiculous costumes and the beach/sunset locations humorous and original, because rock bands would not be seen to perform or present themselves in this way.

Bordwall's Theory of 'Any Genre can appear in any music video' will be beneficial towards me when making my own music video, because I will not have access to millions of pounds to be investing in this music video, unlike professional Hip-Hop/ RnB videos. I will not be able to have a typical fancy house, cars and big performing artists. Being able to mix up the music videos and Genre will also enable creativity, so I can make the video however I wish, without my work being copied from any other video.