Music Genre

Illustration – Either a straightforward performance video or a simple narrative video that illustrates the meaning of the lyrics and visualizes the music in a straightforward way.

Amplification - the conventions demonstrated by the music video ‘auteur’ or creative director.

Auter - Director taking control.

Disjuncture - also created by ‘auteur’ directors these videos are completely abstract and have no obvious link to the music, lyrics, song title or artist. In this sense they are a point of ‘disjuncture’ from the song.

Middle of the road or MOR is a broad term encompassing a number of musical styles. Not technically a genre in its own right, it was, and in some places still is, a popular radio format.

Target Audience

Every media text is produced with the intended reader in the mind. It is important therefore that the producer considers both the;
Content of the text – is it suitable/appropriate for the audience?
Style of presentation - is it attractive to the audience and will the content be understood by them.
For example boy bands videos and rock videos will differ in content and style.

Repetition
Audiences play an active part in media texts by demanding repetition and difference.
We reject anything that is not convincing to that type of video, so we play an active role in agreeing structures and conventions.
Repetition of familiar conventions ensures the return of core fans.

Media producers need to be aware of a target audience – the ideal or preferred audience for the text they are producing. There is a difference between the targeted audience and the actual audience.