1. Genre elements Conventions presented in Teenage Dream-Katy Perry
Characters – Katy Perry. The recognisable artist has been placed in the music video and is shown to be
representations, wearing little clothing. Little clothing is often worn in pop music videos to make the artist
stereotypes, behaviour, look more of a sex object and appeal to audiences. This is a repetitional theme using
body language, specific Steve Neal’s repetitional theory.
actors/stars The Party atmosphere is used as teenagers like to have a good time and party. Party's
are also associated with Summer which is the season the music video has been shot to
look like.
Narrative events –how is The narrative structure of Katy Perry’s Teenage Dream is narrative yet has an abstract
the narrative ordered and feel to it as the music video as a whole tells the story of a summer romance yet the
structured? abstract feel shows a variety of clips taken from summer.
Iconography – props, Sunglasses, hair blowing back in the wind from the car gives the music video a summer
symbolic codes feel and makes Katy look 'free'.
In the video you see teenagers jumping and running whilst taking parts of their clothes
off as though they are heading to the beach. This creates a fun atmosphere for the music
video.
Props such as bikes and skateboards have been used to give a ‘young’ effect to the video
as these objects are usually stereotyped for a younger audience of teenagers. This would
appeal to Katy Perry’s target audience and uses Neals theory of repetition.
Close-up clips of ice pops have been used to again highlight summer. These particular
objects have been edited in slow motion to reinforce what teenaged like. The colour red
is fairly dominant as the music video enters a party atmosphere which symbolises
love/passion or danger. Smoke and bright colours are also used. These colours are often
used in pop music videos, appealing to teenage audiences. Steve Neal’s theory on
repetition is applied here.
Setting- mise en scene
Setting- mise en scene The beach has been chosen as a setting as audiences associate the beach as a happy,
positive, fun place to be. The clip shows teenagers running into the sea having fun.
There is lots of greenery shown in this particular music video. The fields/trees give a
natural feel to the video and suggest Katy Perry is free. This would appeal to teenage
audiences as teenagers want to be free and have independence much like Katy Perry is
shown to have.
Throughout the music video the colour has been dulled and the use of pastel colours are
used- this gives a ‘dreamy’ effect to the video. Music videos often use this technique
which is part of Steve Neals theory on music videos repeating certain aspects so that
they create the perfect music video.
Technical and audio codes There are a lot of close up shots in the music video especially at parts such as showing
– camera use, editing, Katy Perry with her love interest. Steve Neal believes music videos repeat themselves;
lighting, diegetic/non Katy Perry's video reinforces his theory through the close up shots showing how happy
diegetic sound, sfx she is. Slow motion has been used to emphasize the summer ‘fun’ that they are having.
Handheld camera has been used at the start of the music video giving it a more personal
touch, although handheld camera is not used throughout.
What ideologies are encoded in the music video? What does the genre seem to say
about what it is like to live in the world?
Katy Perry’s music video for Teenage Dream shows a more generic narrative not a niche
audience appeals wider audience convention.
What ideologies are encoded in the music video? What does the genre seem to say about what it is like to live in the
world?
Katy Perry’s music video for Teenage Dream shows a more generic narrative. Her video is not aimed at a niche
audience with it appealing to a wider audience. Stereotypical conventions have been used. Katy Perry as an artist
however can use abstract narratives for example her music video for California Girls features a world made out of
Candy. This is a rejection of Neal’s theory as no one has done this as a music video before.

2. Genre elements Conventions presented in I Knew You Were Trouble- Taylor Swift
Characters – Taylor Swift appeals to teenage girls. Her outfits have been specifically chosen that
representations, of what a teenager would wear. As Taylor's audience are teenagers and young girls
stereotypes, behaviour, she is represented to be nothing but a young teenager going through boy problems
body language, specific which all girls can relate to. Her outfits are not chosen to make her look 'sexy' but
actors/stars instead 'pretty'. This follows Steve Neal’s theory as all music videos dress a certain
way to appeal to a certain audience. It is repetitive.
Narrative events –how is This particular video of Taylor's follows a narrative. The narrative is based around
the narrative ordered and the love interest which is common throughout Taylor's videos as she mainly sings
structured? about relationships. There are flashbacks of 'memories' in the video also.
Iconography – props, Guitar has been used when the various shots of people having fun are shown and
symbolic codes highlights 'summer fun'.
The Music video shows the love interest getting a tattoo giving him an edge and
stereotyping the 'bad boy' image he's supposed to be playing. There is also part of
the clip where a police car is shown which represents rebellion.
Fireworks and fire are shown in the music video representing the relationship.
Setting- mise en scene Steve Neal’s theory of Repetition is used in the music video through the car. Much
like Katy Perry's 'Teenage Dream' video the rooftop down car is used for Taylor and
her love interest. This could symbolise her being free and highlights the season of
summer. Summer is the month people generally associate love with I.e. 'summer
romance'. Various clips are used to show the relationship between Taylor, her love
interest and friends which tells the story and after analysing other music videos is a
common theme to use. The rave is used for the build up of the song and shows
people dancing, having fun and the band playing. This would appeal to audiences
through teenagers like to have fun and go partying. Steve Neal’s theory of repetition
is used here through pop music videos usually showing some kind of 'rave' or party.
Technical and audio At the start of the music video a long shot is used to establish location. The location
codes – camera use, shows Taylor alone with a mess around her to which suggests there was a party
editing, lighting, going on but everyone has gone and left her.
diegetic/non diegetic Part of the music video shows a rave which uses low key lighting. Fast paced editing,
sound, sfx including quick cuts are used at quicker parts of the song making it contrapuntal. It
is common for quick cuts to be used in pop music videos reinforcing Steve Neal’s
theory.
Medium close ups and close ups were constantly used throughout the video so that
the audience recognised the characters expressions. Whenever Taylor Swift and the
love interest are shown close there is always some kind of light shown which could
represent that there is hope for the relationship.
What ideologies are encoded in the music video? What does the genre seem to say about what it is like to live in
the world?
Taylor Swift uses stereotypical conventions which would appeal to her target audience and follows Steve Neal’s
theory as a result of this. As a Taylor Swift fan I have seen most of Taylor's music videos and know that her music
videos follow a similar pattern with the love interest in the narrative. The music video gives the idea on how
focused we are on relationships and how things can either go right or wrong. Taylor Swift’s genre is pop/country.

3. Genre elements Conventions presented in I gotta’ feeling’- Flo-Rida
Characters – Flo Rida appeals to teenage audiences. He is made to look powerful and dominant
representations, in his videos which is a stereotypical look for artists such as himself to want to
stereotypes, behaviour, appear like. He uses typical conventions to which his genre is associated with which
body language, specific reinforces Neal’s theory as most artists do this.
actors/stars
Narrative events –how is Flo-Rida’s music video begins with him flying off to the airport and arriving at
the narrative ordered and specific places giving it a narrative feel however it then changes to abstract as it
structured? shows him in different country’s having fun doing a variety of things. Home footage
is also shown.
Iconography – props, In one of the clips we see Flo-Rida having an interview wearing a gold chain. The
symbolic codes gold chain represents bling and is a stereotypical piece of jewellery that a pop/rap
singer would have appealing to Neal theory. An ipad is also used in a clever way by
him placing it over his face and moving it across to show various shots of himself,
I’ve never seen this be done before and so rejects Neal’s theory as a non
stereotypical convention.
Flo-rida seems to be in a robe at one point in what looks like a nice hotel room, this
is another example of how rich he is.
The different shots of cars are a representation of Steve Neal’s theory of repetition
as it is a common prop used in this particular genre.
Flo-Rida is wearing sunglasses a lot in his video giving him a mysterious edge but
also being a stereotypical convention of the rap genre.
Surprisingly their was hardly any females in the music video but when their was
they were wearing little clothing which is common for the genre he is aimed at.
Setting- mise en scene Flo-Rida is shown at a concert in parts of the video- which angle?
He is shown in different parts of the world next to well known buildings such as
Eiffel Tower in Paris. This shows how rich he is as he is able to do this and the
lifestyle that he has.
A variety of shots are shown in the music video for example when Flo-Rida goes
surfing, driving a car/motorbike, partying, gym, running. These have all been
specifically chosen as they would appeal to Flo-Rida’s audience. Gym and running
represents Flo-Rida maintaining his body, keeping fit with a good body whilst the
car for males as it is a stereotype for males to have nice cars. Surfing has been
chosen to make Flo-Rida look more down to earth as at one point he falls off and is
laughing, this would appeal to his audience.
Aswell as being shown in the gym Flo-Rida is also shown boxing giving him a
stereotype and making him look powerful through strength.
Technical and audio The handheld camera towards the end of the video gives the ‘home footage’ effect.
codes – camera use, This effect gives the audience a glimpse of what his lifestyles like. It also makes the
editing, lighting, audience feel like they know him more on a personal level as they are seeing him
diegetic/non diegetic hanging out with his friends being ‘normal’.
sound, sfx Flo-Rida is also shown singing to the screen matching the lyrics. This will look like he
is singing to the individual watching the video personally capturing their attention.
At the end of the video a montage of different pictures of Flo-Rida having a good
time is shown and as the montage zooms out you see it is made out of Flo-Ridas
face which then dissolves into his real face with the music video ending.
The variety of clips shown differed from fast and slow pacedin order to keep up with
the speed of the song, there are also a lot of quick cuts.
What ideologies are encoded in the music video? What does the genre seem to say about what it is like to live in
the world?

4. Flo-Ridas music video follows a common narrative with stereotypical conventions used. The message he is trying
to portray is all about having fun and the lifestyle most of us wish to have. This also contrasts into the actual
lyrics of the song ‘I Gotta Feelin’.