Hartley, Hodge and Kress

John Hartley, Hodge and Kress- genres limit creativity

John Hartley (1994)

He argued that ''genres are agents of ideological closure- they limit the meaning potential of a give text''. 

This suggests that genre acts as a straight jacket; limiting creative potential. 

How can this theory apply to music video's?

1. In the way that conventions are shown in the most of pop music videos.
2. For example: within the hip-hop, rap, music videos => the similar dance choreography of the female dancers, wearing the similar costumes in order to attract the male audience; to gain their attention. 
3. This could be seen as one of the reasons, why are these video's so popular to watch, especially by the young generation.This also influence the young people, and have negative impact on their behavior's ( e.g. men seeing the women mainly as objects; not more as a human, or having general negative view on women)
4. Therefore, it is important in creating the music video, what message the music video have, and what kind of impact it will have on the people when they will watch it.
5. The fact is that nowadays, people expect to see half naked women in the hip-hop music videos, however, the first hip-hop music video's have been created to represent their poor background, and throughout the lyrics the artists were allowed to express their feelings and emotion.
6. Because I am going to create a music video, mainly for young generation, I must ensure that I don't represent the love only in negative way.
7. But also I use the conventions in order to create a clear message to the audience of what my music video is about: such as: the shots of two young people walking together, kissing/hugging, etc. 
8. I have to follow these conventions, otherwise my music video will be unappreciated, and for some people perhaps boring. 
9. I also think that generally,  the concept used within the music video's of any kind of genre's, are limited by not allowing the directors/producers to be more creative. 
10. Therefore in the most of music video's, you can see that the director use preferred reading ( what the director wants you to see) in order to not confuse the audience.
11. The music video's which are misunderstand, are usually the less popular, and sometimes ignored by the audience (ignoring the message which has been constructed by the producer or even the artist)
12. Nowadays, the idea of being original, seems to be unappreciated/alienated/unrecognized by the audience. 
13. Overall, this provides that there isn't any media text, that does not follow specific rules,which are associated with their genre background.

Robert Hodge and Guther Kress (1988)
They says that genres ''control the behaviour of producers of such texts, and the expectations of potential consumers'. 

How can this theory apply to music video's?

• For my music video, I decided to use the song by Jason Derulo, ''It' girl'', and from the lyric, the audience will expect me to produce the music video in certain way, such as: to see woman and man in music video.
•  As it would be very unconventional if there wouldn't be a woman, because the artist song is about his love toward a ''girl'', where the produce represent to the audience his desire; wanting to be with the girl.
• Therefore, they will want certain characters within my videos, to match with the lyric and as well because they expect it from me as a producer. 
• If my music video wasn't going to follow these conventions, the audience would be outraged and less watchable.
• When creating a music video, it is important to have one main aim: to attract and drag the audience's attention.
• This is what the most of directors do, when creating/producing music video's, otherwise they would lose money, and the time they have spend on the production, distribution, promotion.
• My music video will not be conventional for this genre and the song, however, the video will portray the image of two people in love, but in different perspective. Therefore, there will be the certain element, which will suggest the audience what my music video is about; while allowing the audience to understand their own interpretation of it. 
• This will be a low budget student music video, therefore, my music video won't be as good as the professional music video's, which people can see on: TV's, music channels (e.g.youtube, MTV,facebook, myspace)
• However, I will try my best, and will give everything into this project, in order to produce the work I will be proud of.
• I will achieve this by creating the clear codes and messages throughout the actions of the characters, location, costumes, camera movements and shots etc.