Andrew Goodwin has a theory about the demonstration of characteristics in typical genres of music videos. For example rock songs are influenced by horror stories and uses low key lighting.
Electro house music videos includes high key lighting, bright colours, attractive women and comfortable atmosphere.
The representation of male and female are very different. For example women are likely to be represented through sexuality (less clothes, more body showing, sexual moves and actions), while man more likely to be represented as a dominant character.
There is a relationship between the song and the video. The video has to fit to the song and refer to the lyrics.
The representation of different characters are also interesting for example Adele and Lady Gaga. Adele is a low-key character, she is wearing elegant clothes and jewelry while Lady Gaga is a extreme character, wearing extreme clothes, make up and accessories.
Laura Mulvey
Laura Mulvey has a male gaze theory. This theory investigate the answer for three questions:
- How man look at women
- How women look at themselves
- How women look at other women.
The camera focuses on the women body, curves, and build for the reactions of the viewer. The focus is on the male characters reactions and how are they looking at women, but it also appeals to the women audience as well and study their thought about how are they seeing themselves and other women.
The accessories are very important to so they can drive the attention to the right places for example a belt highlights the waist or a long necklace can lead the viewer eye to the breast. A high heel makes the legs longer and more attractive, but natural circumstances also important for example eye colour or hair style.
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