Genre

Genre can be defined in many ways; one definition which was argued by Feuer stated that ‘A genre is ultimately an abstract conception rather than something that exists empirically in the world,'

Genre is represented in my music video by the relationship between the lyrics and visuals. The lyrics of the song is about friendship and this could be regarded as a conventional concept in the pop genre because the lyrics of pop songs usually talk about relationships –although they are mostly romantic relationships but friendship is perhaps the next most common relationship used.
Gledhill argued that 'differences between genres meant different audiences could be identified and catered to... This made it easier to standardise and stabilise production‘. In my music video the pop genre could be identified by the audience with the significant features such as the song itself being quite up-beat and consisting of a catchy melody. The lyrics talks about friendship which would be seen as a typical concept in the pop genre as the audiences are generally younger and so they can relate to it.

Furthermore, McQuail noted that “The genre may be considered as a practical device for helping any mass medium to produce consistently and efficiently and to relate its production to the expectations of its customers.” In relation to this, my music video was created with the conventional features in the genre which would meet the expectations of the audience. For example, by having a happy ending it is conventional because the audience would expect that in the pop genre as it usually portrays things in a positive way.