Genre Theory

Steve Neale is a theorist who made 'Genre as a system theory' and believes the media content of a music video normally meets the expectations of an audience through the usual generic conventions they tend to have.

The music video I'll be talking about is made by Chico and is called 'Chico Time' which is a pop music video. I believe there are blatant examples of generic conventions. For example, the video consists of 'cute kids' dancing around and are very 'energetic' this suits the action in the video as it conforms with the generic conventions of the 'pop culture' as you would expect young kids dancing around as they have a lot of energy than the elderly who are unlikely to be dancing with so much energy. We see this at 0.43 seconds in the video which connotes with the theory with the audience expectations being met through generic conventions of the kids dancing 'energetically'. A medium wide shot was used to show this shot. I believe this was done to get everyone in the shot and not crop anyone out to show the generic convention of happiness of showing everyone. Also the main character 'Chico' in the video is the 'typical pop star' moving around a lot showing excitement with his constant smile on his face. I believe this suits the generic conventions because of the bright colours used for costumes and the lighting used. These two features are aspects of the 'pop culture'.

Steve Neal also made the 'repetition and difference' theory which is when a typical type of music video has the same features as they would normally do but with a twist in the end which is the 'difference'.

The music video I'll be talking about is made by two R&B artists R.Kelly & Usher. The music video is called 'Same Girl'. The video consists of the theme of love which seems to be in all or if not most R&B videos. This is the repetition here whereas the difference is in the plot where the twist occurs when the two main artists believe they were dating the same girl by them describing each others girl to each other and they were so similar. In addition, in the end they found out they went identical twins. Between 0.53-1.37 seconds we denote the two main artist conversing about the when they think they're dating the same girl which connotes with the expectance of the theme of love in R&B videos. At 4:33 seconds we denote a two shot of the two main artists finding out the initial 'same girl' they thought that was the 'same girl' are twins. The use of the two shot normally shows the relationship of a male and female  depending how far apart or close they are to each other in this case the use has been subverted through the shot being used to show the two main artists in shock. I believe the purpose of this was to show a clear mutual feeling they're both feeling at the moment.