Genre Theory / repetition and diference theory

Genre as a system

  One of the first theory we look at is the (Genre as a system) . "Genre as a system " Daniel Chandler theory is the way the media try to meet the audience expectations through generic conventions such as the location, story line and camera language. To attract the audience medias will use specific mise en scene, editing, sound and camera work and also to captivate and satisfy the target audience satisfaction. The media will try to found ideas to meet expectations, conventions and orientation to satisfy the target audience satisfaction.

For example:

Kirk Franklin (Imagine me) a gospel genre

        

The story line is about many life issue such as domestic violence, sexual abuse, cancer, accident and handicap related to the gospel music i think that the storyline is mean full and attract the audience in the way that they're able to see their own lifestyle. Gospel music is main to emotionally touch the audience in order to think that they are not alone as we could have seen at the 3:04 min a man a white t-shirt which in this case can have for connotation purity because it shows' the strong influence and what it can bring to her life. I also think that the mise en scene is really simple because they want to send a direct message to the audience and relate to the main present colour which is white we also can denote the strong and positive comfort that the help of God can bring. Because  every gospel lead to God videos, most of the time gospel songs do not have clip video but only performance.

The expectation were to be comforted and reinforce the person believe, the audience may have sympathy for this situation. Most of gospel audience want to have special feeling to build a relation with God. The expectation from the audience is to listen to meaningful song and all about God as the main character.

The difference with others videos are that we are not expecting that a gospel music will have so many issues however we can expect that because it's a gospel song it will have a positive influence and solutions will be resolve. One other difference from other gospel songs from people who don't know Kirk franklin will be surprise because he's a rapper singer which is really rare with the gospel industry.

The locations are various depending of the store may be in house, garden etc. with 4 women in the background. The locations just connote the usual life to signify the reality of any of these issue. Most of Christian songs are realistic in order to make the audience part of the situation. i think that depending of the situation the lightning is low for instance bad situations are with low lightning  however when we see the white light we are able to signify the comfort that God may bring.

the camera language are various within this clip depending of the scene. This clip have loads of close up to denote the facial expression of actors. To also connote the hard and painful situation that they lived. the genre as a system theory within this video have satisfied the target audience because it meet the audience expectation.

Themes are the main focus of each music video, as david bordello wait" any theme can appear in any genre" the producer nee to know what props it want to use in his video to match the genre and the target audience expectation. each props and location have been chosen carefully to make sense to the storyline  and to appeal the target audience with a specific structure and style.
"Uses and gratification" identify the pleasure of the theme and the genre of the song from the targeted audience, the recognition of the important or catch things in the video bring a kind of emotional pleasures like escapism and empathy. this song for instance comfort and encourage people living a difficult situation.

Repetition and difference theory

Definition: the repetitive and difference theory is a way to show a similarity that the video can have with the same type of genre. This theory also include different where the audience will notice a twist of the story with a difference that other film rarely have.

50-cent ft Nate dogg (21 question)

Similarities:

The similarities which are often seen in other rnb or rap video is gangster (dealer, stilling et.) which can lead to a common location for dealers such as prison. The prison can relate to the target audience personal life or memories. Regarding to the storyline we are able to see that the song has a meaning for the audience.

The repetition within this rap video is the mise en scene more often present such as money, gold chain, and beautiful woman to attract and captivate the target audience. it is also in order to help the situation to be realistic prison, fight. Most of rap songs have love and emotional meaning for instance when the rapper says if... would you still love me. This will attract a wide target of audience in reason that female and male will recognise their lifestyle and question that they may have.

Difference:

 the difference within this clip video is the fact that the singer who is the main  character start the video clip showing it several issues in prison and the distance relation he has is girlfriend. The prison is the twist because the audience think that the main character is prison. However this was not true because even if the couple was dealing with money and quickly range when they saw the police signal front of their house. the couple though that the police was coming to investigate inside their house. The police finally came to take the neighbour.

Conclusion:

This video conform to the stereotypical convention and rapers storyline. The use of props such as money, gold chain reinforce the stereotype of black young male from the street. Known cast such as pretty women (megan good)and personalities (tyson bekford) can attract the target audience male or female to watch the video, not only for the reality of the lyrics but to be attracted by videos cast members.