Michael Shore's Theory
Michael Shore claims that music videos are styles that are repeatedly re-used and in some cases present the audience with too much information at once. Many music videos contain elements of power, girls, wealth and there are regular references to adolescent male fantasies. These elements when mixed together are soft-core pornography, and in some cases it may be considered very cliché.
Barthes' Theory
Tzvetan Todorov's Theory
Todorov is a Russian theorist that believes that all narratives follow a five part structure. The narrative begins with an equilibrium, where the storyline is balanced and for the most part happy. The next stage of the narrative begins with a disruption of the initial equilibrium, causing a disequilibrium. This is followed by the recognition of the issue, and an attempt to correct the issue. The disequilibrium finally reaches a conclusion and the equilibrium is restored.
Vladimir Propp's Theory
Propp claims that no matter the differences between narrative, they all share the same typical conventions and characteristics that define their genres.
Claude Levi-Strauss' Theory
Levi-Strauss suggests that a constant creation of conflict and opposition propels the narrative, adding a new dimension to the storyline. He states that narrative can only end after a conflict meets it's resolution. Opposition may be visual, or conceptual and is quite frequently intertwined with the soundtrack.
Andrew Goodwin's Theory
- Music videos demonstrate characteristics that are specific to their genre, for example; a rock video will show a lot of performance, but a pop video may show a lot of dance routines.
- The demands of the record label must be met in the artist's video, this may include certain shot types, product placement or a recursive object or style that may help to identify the artist's work.
- There is frequent reference to looking. For example, a picture or video within the video, the objectification of the female form (Katy Perry "California Girls")
- There is frequent intertextual references to other media, such as films or TV
Steve Archer's Theory
Archer suggests that there must be a strong, coherent relationship between the narrative and performance in a music video. The video would cut frequently between the narrative and performance, which makes the music video more interesting. A choreographed dance may be included in the video as another aspect to make it more enthralling.
John Stewart's Theory
- The music video must be similar to a TV commercial in the sense of selling the artist as a product. This may be accomplished by close up shots or lighting being used to highlight the artist's face.
- There may be visual references from a range of sources, such as cinema, art and fashion.
- "Incorporating, raiding and reconstructing" is the basic principle for intertextuality. There must be use of something familiar to the audience, which would generate nostalgic feelings and create new associations.
- The video must offer a more personal and connected insight into the artist, which is typically more accessible than a stage performance.
- Mies-En-Scene can be used to emphasise and enhance an aspirational lifestyle.
Sigmund Freud's Theory
Voyeurism- A person who gains sexual pleasure from watching others when they are naked or engaged in sexual activity. Many music videos employ a sense of voyeurism, making it feel from the audience's perspective that they are watching the visuals in secret, through open doors, mirrors, windows, etc.
Laura Mulvey's Theory
Mulvey suggests that voyeurism is used in the sense of the "male gaze" which pacifies and objectifies the woman. Her theory suggests that women are seen in only two ways- as either virginal and innocent, or a promiscuous 'whore'. This is called the virgin/whore dichotomy.
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