Application of Theory

David Buckingham (1993)

Throughout the construction process of our music video, we have had to take in to consideration the views of theorists such as buckingham. Buckingham argues that genre is not simply given by the culture rather, it is in a constant process of negotiation and change. This applies to our music video because we had to intertwine the genre of the song with the music video, being sure that they are linked together in some way. We tried to achieve this through costume, props and miss en scene. For example wearing light and colourful clothing shows that the video isn't dark and depressing, instead takes a happier and lighter tone to the video.

Steve Neale (1995)

Neale argues that "genres are processes of systemisation". This means that they will change over time. This means that genres will change as well as new sub genres being created as a result of this. For Example Rock adapted and changed into many sub genres such as Alternative rock, indie rock and hard rock. However this applies to our work because we can research our current market, from the genre we selected and use this to influence the style of our music video (Lighting, Costume, Props  and mise en scene). This was supported by Christian Metz (1974) who argued that "genres go through  a typical cycle of changes during their lifetime".

David Gauntlett (2007)

Gauntlett argues that "identity is complicated, everybody thinks they've got one. Artists play with the idea of identity in modern society. This means we have the ability yo create an identity for our star. This could be the main actor as well as the frontman for the band. Either way this allows us to create an ego that we can make them dress, act or speak they way we want them to, this ego allows us to appeal to our target audience because their is an essence of like-ability to our created identity, therefore the audience will find the video more appealing due to this personality we had created perhaps because it is very similar to our audience.

James Baker (2007)

He states that mediation works in 3 ways; Selection, Organisation and Focusing. Selection is what ever ends up on the screen or on paper. Much of what we create will have to be left out to fit the time frame or to avoid our product being too bulky. Organisation means various elements will be organised in a ways that real life is not this could mean having elements of our video organised for example having it chronological order but being played in reverse as appose to being played in real time. Finally, Focusing is setting all your attention to one aspect.  For example focusing primarily on your target audience, and what aspects of the video they would like to see and focusing mainly on this.

Andrew Goodwin

Goodwin identifies five key aspects of music videos that the audience should look out for; Thought beats, Narrative and performance, Star image, relation of visuals to a song and technical aspects such as camera and editing. Thought beats entail matching the song with the video, so for example when the song rapidly changes so would the video. The song may also fail to give the complete narrative this is where the the video and the band shots need to finish the story. The video needs to also have repeatability and authenticity created by how well done the video is.