This slideshow about Gunther Kress has helped me to understand his views on the music industry and music videos in particular, because of his beliefs in how genre changes and how new genres arise due to situations in society. Also mentioned is class, age, gender and ethnicity, which is something I'll have to think about when I get on to my target audience and their feedback.
I personally do not agree with Kress when he talks about genre fitting into certain codes and conventions, because when it comes to genre, it is a way to distinguish one thing from another. For example, rock music tends to be a lot louder and heavier than classical music, because the conventions include different types of instruments that make different sounds.
I am likely to be making a rock music video, so it will be important for me, as a creator, and for my audience to be able to determine what sort of video they are watching. It will be important for me when it comes to the different types of shots and also the editing, because all these little things will help to create a music video that is clearly in the rock genre. By watching other rock music videos, I will be able to see what needs to be included in my own music video. This is why I don't agree with Kress. However, I do think that genres can change. This is why we now have numerous sub-genres of music, including pop-rock, indie-rock, pop-punk, and jazz-rock fusion. These will be aimed towards more of a niche audience, because people may not be as aware of these hybrids.
I am likely to be making a rock music video, so it will be important for me, as a creator, and for my audience to be able to determine what sort of video they are watching. It will be important for me when it comes to the different types of shots and also the editing, because all these little things will help to create a music video that is clearly in the rock genre. By watching other rock music videos, I will be able to see what needs to be included in my own music video. This is why I don't agree with Kress. However, I do think that genres can change. This is why we now have numerous sub-genres of music, including pop-rock, indie-rock, pop-punk, and jazz-rock fusion. These will be aimed towards more of a niche audience, because people may not be as aware of these hybrids.
-Janet
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