- A visual equivalent to music
- Encourages repeated consumption
- Encourages identification or desire for the artist
- Provides an open, polysemic experience for the viewer
- Often contains a number of different elements:
- Performance
-Narrative
-Thematic
-Symbolic
- Visually stylish - 'artistic' mise-en-scene
- 'Rhythmic' montage, fragmented style
- Intercutting
- Experimental use of camera/editing
- Fast pace
- Conspicuous lighting and cinematography
- Often break the rules of continuity editing
Andrew Goodwin - Media Theorist
Conventions of the music video:
- Cut to the beat
- Relationship between the visuals and music
- Relationship between the lyrics and visuals
- Close ups of the artist/band - lip syncing and playing instruments
- References to the notion of looking (scopophilia)
- Some form of narrative and performance element
- Intertextual references
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