There are a range of theories in media; some are just general theories that explore the theories of Lyrics, Genre, Camerawork, Editing, Intertextuality and Exhibitionism. As well as peoples own theories surrounding there own views on the topic.
Lyrics: Establish a general feeling/mood/sense of subject rather than a meaning.
Music: Tempo often drives the editing.
Genre: Reflected in types of Mise-en-scene, themes, performance, camera and editing styles
Camerawork: Has an impact of the meaning. Movement, angle and shot distance all play a part in the representation of the artist/band (close-ups dominate)
Editing: the most common form of fast-cut montage images impossible to grasp on first viewing, ensures multiple viewing. Editing using digital effects, which play with the original images to other different kinds of pleasure for the audience.
Intertextuality expresses that not all of the audience will be able to spot the reference however this wouldn’t detract from their pleasure in the text itself although the audience that recognise the reference would get more pleasure out of the text due to recognise this link to another text. It would also increase the audience’s engagement with the product, and many music videos raw upon cinema and other areas in popular culture.
Exhibitionism explains that the apparently more powerful independent female artists of recent years have added to the complexity of the politics of looking and gender/cultural debates, by being at once sexually provocative and apparently in control of and invited a sexualised gaze upon themselves.
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