Reasons for codes and conventions. An audience can become very familiar with genres, as they get use to recognizing different conventions within a specific genre. It provides a structure that the audience can recongnis and understand.
The codes and conventions of music videos are the different techniques used to construct meaning in them. These techniques can be divided into two types; technical and symbolic codes and conventions.
Technical Techniques: how meaning is created using technical equipment for example the way the camera angles are used, to show different types of shots, sound (either diegetic and non-diegetic sound) the pace and style of editing, suggested the genre.
Symbolic techniques: are the ways of showing meanings beyond what you can see for example, facial expressions and gesture.
The conventions of a music video changes depending on genre of music. However, the general conventions include;
- Style
- Camera movements and effects
- The Sound (non diegetic and diegetic)
- Mis en Scene – props, lighting, costume , hair &makeup, location/setting, colours
- Stereotypes
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