Research into Generic Conventions (1/10/15)

In class we learnt about Generic Conventions.

There are two types of conventions

Technical
Symbolic

Technical - how meaning is conveyed using technical equipment eg. the way camera angles are used, different types of shots, sound either diegetic and non-diegetic sound, the pace and style of editing, and the genre.

Symbolic - relate to the mise en scene, costume, prop,s location/setting, colours, lighting, make up, arrangement of band members

Reasons for codes and conventions?

the audience can become familiar with a particular genre, as they get use to recognizing the different conventions within a genre

it provides a structure that the audience can understand

to ensure the lyrics of the song fit in with the video, of how we'd expect it to be.

Similarities
Although genres may appear to shift and develop randomly over time, you an think of it a bit like biological evolution where mutations that prove successful are inherited and lead to adaptation. In the music industry the process involves successful acts being cloned in some quite blatant ways.

Sometimes successful formulae are slightly adapted to prevent them from being overly repetitive.

Why follow the leader
Acts and formulas that are similar to previously popular - commercially successful acts are more likely to be hired by record companies seeking to make profits. This is seen to be less risky than investing in developing more individual/original acts, which may cost more to develop and offer less certainty of attracting a large (profitable) audience.

Genre Conventions
- Generic Ingredients - what are the different elements that are included eg. for videos in this genre is there normally a performance? Lip Sync? Narrative?
- Technical conventions - is there a specific visual style that is expected within the genre - particular style of camerawork? Editing? Lighting? Use of colours? Imagery? Use of particular settings/location? Costume?
- Symbolic Conventions - Are there similar locations: Positing? Facial Expressions? how have these been used to represent ideology?
- Generic Structure - is there a specific way in which the ingredients are arranged/organised [more relevant to websites and digipaks but also to videos e.g. in pop videos the performance and CUs of the artist will nearly always be used over the key lined of the chorus] - why do you think this is?