Steve Neale
Steve Neale states that 'genres are instances of repetition and difference' and 'genres are not systems, they are processes of systemisation'. He believes that there was a system of expectation and that by using own knowledge and applying conventions of the genre, the audience should be able to infer the narrative and storyline of the music video. He also declares that difference is essential to the economy of genre, mere repetition would not attract the audience.
The band Kodaline are a key example of the music genre that we want to create. They have a very individual style and genre to their videos, which matches the indie-pop genre they are part of. I am going to analyse the video 'High Hopes', which, like many of their videos, is story based in which the artists do not feature in themselves. I will analyse this video using the concept of difference and repetition.
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Rick Altman
Genres have characteristic features that are known to and recognised by audiences. Audiences develop an understanding that certain expectations will be fulfilled and they may find pleasure in predicting what will happen next. Producers of generic videos depend on immediate communication with the audience. Easily recognisable features are particularly effective in connecting with an audience. This can prove problematic as audiences need to know what to expect from a generic video but some variation is required as you don't want the audience to be bored or dissatisfied.
Altman suggests a semantic/syntactic approach:
Semantic means considering the conventions of the genre that an audience can relate to such as character or performers, locations, props and camera shots/movements.
Syntactic means the type of narrative an audience would expect from the genre.
Altman talks of a contract existing between the genre producers and their audience, with the audience having certain expectations from this genre and the producers needing to meet their expectations.
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