Genre
- Jason Mittel: use genre to sell to the audience - using the mix of R&B and soul sells to a bigger audience and mixes the two types of music - conforms to this (modernism)
- Rick Altman - offers audience a set of 'pleasures' - our music video and song offer emotional pleasures because it offers the audience to relate to the song - conforms (modernism)
- David Buckingham - genre is not simply given - show the genre through what is contained - conforms
Representation
- David Gauntlett - identities are not given but constructed - the image of the girl is shown throughout the video and the audience build up their own idea of the identity
- Julian McDougall - reality and media becomes blurred and invisible to us - the story shown in our video can be seen as relatable and is a very realistic and understandable story - conforms
- Laura Mulvey - dominant point of view is masculine - we do not have a masculine point of view and the point of view is just from our main character as though we are watching over her - does not conform
Narrative
- Tzetvan Todorov - has a structure of equilibrium - our character is sad at the start, then starts realising that she is better than she thinks and is happy at the end - conforms
- Tim O'Sullivan - media texts has some type of story - our music video has a story with a beginning, middle and end - conforms
- Kate Domaille - every story fits into one of 8 narrative types - our music video does not conform to this because it does not fit into any of the 8 narrative types
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