Codes And Conventions

Language – The texts, images, music help to attract the viewers by showing the language in different styles and techniques. The images are purposely shown the way they are to appeal to the audience. Different camera shots and angles attract the audience’s attention and the edit that goes along with the beat of the music also appeals to the audience. The language is looking at appropriate text and how it is presented to the audience. Elements such as the title, images, photography and video must appeal towards the viewers interests and convince the audience to purchase the artists records/music either as a single or album. The language is also related to the genre of the music through the audio and what information is portrayed through the music video.

Ideology – The values and beliefs that is specific to the audiences interests are shown. The genre is shown through the video’s images and text to attract the right target audience.  The institutions would purposely design the video to appear in a certain style and genre that would attract the audience’s interests. Presented ideas as the audience would expect, appearing as common sense and genuine, it is important within the video. Ideology is the values that the media text conveys. The idea of the music video is to attract the right audience by showing the genre through visual contents.

Institution –The companies, TV channels, magazine and radio stations show the music video, artists and play the music for the audience to hear. With the song name and artist name the audience are able to purchase the music. The institutions produce,  market and distribute the music in order to make a profit. The companies control the language, the ideology and what the music is representing. The institution is the company which would represent and organize the music video production and also distribute the music through music channels, radio stations and advertise them in magazines and adverts.

Audience – The specific audience is shown by the style of the music video. Modern music would easily attract a young group of target audience and old music would attract older people. The audience play the main role in profiting the institutions and record artists. The audience must be attracted towards the music and find the video entertaining and feel the music video suits their expectations. Images, text, genre, must appeal and attract the customer and suit their needs.

Representation – The representation is shown through props and images. It represents a certain something through the way it is shown. Representation helps mainly to show the genre and ideology of the music video which helps to attract the specific target audience that is interest in that certain genre. The representation is shown through the video as a way of representing the genre of narrative behind the lyrics. The representatives are shown as elements in the video to aid the genre of the music.