For this textual analysis I have used the song 'Cool for the summer' by Demi Lovato (please don't judge me...).
I've used this song to apply genre theories we have recently been learning.
The first theory applied to this music video is John Hartley (1994) and he argues that 'genres are agents of ideological closure-they limit the meaning-potential of a given text'. This suggests genre acts as a straight jacket; limiting creative potential. For example a person could say to a rock band that they can't have an element of pop because they are supposed to be a rock band.
Hartley's theory applies to this song because Demi Lovato is clearly a pop artist and within this video it shows only elements of pop; the glamour, the bright lights, the clothing, the partying etc. This shows the limitation of the artist and the genre; from this I can infer that Demi Lovato is scared of what the media may say if uses different genre elements; therefore doesn't want to cause controversy over her 'style' of music.
The next theory I will apply to this music video is Hodge and Kress; the idea that 'genres control the behavior of producers of such texts and the expectations of potential consumers'. Essentially, suggesting that genres can limit creativity and often merely conform to audience expectations. This music video backs up this point because it involves things that you would expect in a female pop star music video- things such as models, attractive clothing/shots, close ups of her face showing her attractiveness. Another thing is fast cuts within the video- a key feature you expect to see in a pop music video. The creativity is clearly limit through the setting and dress code; the music video shows bright colours in a party area with people well dressed- seen in thousands of music videos.
A pop artist that goes against this would be Rihanna who often uses things you wouldn't expect and doesn't let her genre limit her (somewhat controversial) ideas ie. running through a field topless.
John Fiske's theory is also proven by this music video. He said that 'generic conventions embody the crucial ideological concerns of the time in which they are popular'. From this is can gather that he is suggesting that genres tell us something about the way of the world in the time in which they are popular (essentially; reflecting the Zeitgeist). This video proves this through the attractive girls 'living it up' with the glamour and bright lights, wearing clothes that maybe your Nan would say 'where's the rest of your outfit then love?'. The fact that they are attractive/idolised means that they get a lot of money for not really doing a lot- they get to 'live the dream' by partying, driving round posh cities etc. This reflects the Zeitgeist through showing that people with money don't particularly have to work hard to get it, and can be portrayed as selfish and those who are working very hard that aren't as well know/attractive don't get as much money so don't get to live life like those with more money, and when Demi Lovato walks down that merky street with the rather short outfit on it is almost seen to be mocking that area, as she struts down there- within this, this could refer to the recent UK election of the conservative government.
A final theory is Rick Altman's argument that there is no such thing as 'pure ' genre anymore. Genre is progressive, in that it will always change. This may be suggesting hybridisation of the genres, and I think this video could well support this theory. This video is clearly pop but could be have an element of possible rock within it with the metal guitar riffs included and fairly heavy drumming at various points. Within the video as well, typical of a rock group, headbanging can be seen; proving the point that there is no such thing as a 'pure' genre.
The shots used in it are lots of close ups, showing the beauty of the women used within the video; representing them more as objects rather than females; raising the debate in the mise-en-scene aspect; are girls still less powerful than men, or do they dress like that because they like to. This is an on-going debate within the media, and is always a question raised.
The editing used is mainly quick cuts throughout
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