Sven E Carlsson
His theory:
Music video narratives are driven by the use of binary opposition.
For example: Black and white videos, use of male or female etc.
His theory also said that music videos fall into two different categories Conceptual videos and performance, where performance can be song, dance or instrumental performance.
Performance
In performance videos, Carlsson explains that the singer becomes the 'commercial exhibitionist'. This means that the singer is no longer seen as the artist but as the selling point and marketing technique for the song, albums, company label... almost like an advert.
Televised bard- in some performance videos the artist's lyrics are about a story and the music video consist of images that the singer uses as personal images.
Electronic shaman- This is when a only a voice is used on top of images which anchors the lyrics.
For example;
In the 'We Can't Stop' video, Miley is used as a franchise for her fans, this is shown by her choice in clothing and her dancing/actions.
Conceptual
Concepts in music videos is mostly to do with the art and meaning behind the lyrics of the songs instead of trying to sell the artist. conceptual videos also do not include any or limited lip synchronisation.
For example;
The idea behind Ed Sheeran's 'Give Me Love' video is love by showing that the main character is actually cupid. The artist appears in the video for less than a minute in one scene and this makes him stand out more than if an artist was present through that entire video.
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