He found that the 3 main pleasure's we gain from specifc genre's and their music video's are...
Emotional- Which highlight the emotional feeling that someone will feel when watching a music video, this can range from the highest positive to the lowest negative. The amount of emotion put into a music video can show how much they will enjoy and connect
Visceral- Which show a physical reaction where you may not necessarily have a reason why you like it, you are just drawn to it and automatically favour it.
Intellectual- Which show a message in the video which makes the viewer think, or a story in which the viewer has to work something out.
To further my understanding, I used these 3 points and applied them to a music video I have previously looked at.
Like Toy Soldiers - Eminem
The video of Eminem's Like toy soldiers evokes a very strong emotional response, and in some ways evokes an intellectual response as well.
The genre of the music video is Hip hop and Rap. It could be argued that it is more specifically the 'Conscious hip hop' which is a sub genre of hip hop which aims to challenge the societal consensus (issues that are present in their and our day to day lives). The Genre of rap to me, doesn't have a profound effect on me, I appreciate the talent it takes to compose a good rap that flows and also a melodic beat to accompany it, but the songs and to certain extent the culture they promote and are a part of don't relate to me.
Codes and conventions of the genre are very masculine based. For example, the 'gangster' persona is very common in rap music, as a lot of artists came from poor backgrounds and group up with gangs, giving them the idea to rap about things they know, such as being a gangster and being in a gang. I believe the gangster culture is a negative influence on people, as it promotes a lifestyle of violence, power and the objectification of women. Another convention is for the rapper to show off what the have. To show where they hey come from to where they are now, they'll contrast their poor childhood with material objects such as the most flashiest and expensive jewellery or 'bling', the fastest and modified cars, locations such as big mansions or an expensive boat, or to a simpler extent just money and a lot of it. This attributes to t the artist wanting to show off. Another conventions which links to the 'gangster' persona is to in music video, the artist will have a lot of their friends in shot. Not exclusively to just males, however it could be there to show dominance as the artist, male or female, is shown as being the leader of a large group.
The Genre is targeting a young audience as they rap about things they'll want to do, for example hang out with friends or party, they install the idea of living the high life and being successful into their heads, giving the listener a motivation to be like them and live affluently.
In a large portion of rap videos, the representation of women unfortunately is negative. Due to a lot of male rappers using females as 'objects of desire' in their videos, women are sexually exploited and are used as accessories to the men to show how aspirational they are. They usually aren't important in terms of the narrative of the video and are not shown as dominant or positive. With the emergence of more female rappers, the representation has been more positive and empowering as they are going against these stereotypes and bringing more equality in the videos.
With regards to the brief i have picked, that being a music video, there were a lot of music genres to choose from. In my opinion, I understand the most popular genres are Pop music (obviously) Rap music, and dance music. I believe these are popular as they are the most commercially mainstream, TV channels and radio stations will dedicate the most time to these genres as they are also the most marketable to an audience.
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