1. Genre elements Conventions presented in Teenage Dream-Katy Perry
Characters – Katy Perry. The recognisable artist has been placed in the music video and
representations, is shown to be wearing little clothing. Little clothing is often worn in pop
stereotypes, music videos to make the artist look more of a sex object and appeal to
behaviour, body audiences. This is a repetitional theme using Steve Neal’s repetitional
language, specific theory.
actors/stars The Party atmosphere is used as teenagers like to have a good time and
party. Party's are also associated with Summer which is the season the
music video has been shot to look like.
Narrative events –how The narrative structure of Katy Perry’s Teenage Dream is narrative yet has
is the narrative an abstract feel to it as the music video as a whole tells the story of a
ordered and summer romance yet the abstract feel shows a variety of clips taken from
structured? summer.
Iconography – props, Sunglasses, hair blowing back in the wind from the car gives the music
symbolic codes video a summer feel and makes Katy look 'free'.
In the video you see teenagers jumping and running whilst taking parts of
their clothes off as though they are heading to the beach. This creates a
fun atmosphere for the music video.
Props such as bikes and skateboards have been used to give a ‘young’
effect to the video as these objects are usually stereotyped for a younger
audience of teenagers. This would appeal to Katy Perry’s target audience
and uses Neals theory of repetition.
Close-up clips of ice pops have been used to again highlight summer.
These particular objects have been edited in slow motion to reinforce
what teenaged like. The colour red is fairly dominant as the music video
enters a party atmosphere which symbolises love/passion or danger.
Smoke and bright colours are also used. These colours are often used in
pop music videos, appealing to teenage audiences. Steve Neal’s theory on
repetition is applied here.
Setting- mise en scene
Setting- mise en scene The beach has been chosen as a setting as audiences associate the beach
as a happy, positive, fun place to be. The clip shows teenagers running
into the sea having fun.
There is lots of greenery shown in this particular music video. The
fields/trees give a natural feel to the video and suggest Katy Perry is free.
This would appeal to teenage audiences as teenagers want to be free and
have independence much like Katy Perry is shown to have.
Throughout the music video the colour has been dulled and the use of
pastel colours are used- this gives a ‘dreamy’ effect to the video. Music
videos often use this technique which is part of Steve Neals theory on
music videos repeating certain aspects so that they create the perfect
music video.

2. Technical and audio There are a lot of close up shots in the music video especially at parts
codes – camera use, such as showing Katy Perry with her love interest. Steve Neal believes
editing, lighting, music videos repeat themselves; Katy Perry's video reinforces his theory
diegetic/non diegetic through the close up shots showing how happy she is. Slow motion has
sound, sfx been used to emphasize the summer ‘fun’ that they are having.
Handheld camera has been used at the start of the music video giving it a
more personal touch, although handheld camera is not used throughout.
What ideologies are encoded in the music video? What does the genre
seem to say about what it is like to live in the world?
Katy Perry’s music video for Teenage Dream shows a more generic
narrative not a niche audience appeals wider audience convention.
What ideologies are encoded in the music video? What does the genre seem to say about what it is
like to live in the world?
Katy Perry’s music video for Teenage Dream shows a more generic narrative. Her video is not
aimed at a niche audience with it appealing to a wider audience. Stereotypical conventions have
been used. Katy Perry as an artist however can use abstract narratives for example her music video
for California Girls features a world made out of Candy. This is a rejection of Neal’s theory as no
one has done this as a music video before.
Genre elements Conventions presented in I Knew You Were Trouble- Taylor Swift
Characters – Taylor Swift appeals to teenage girls. Her outfits have been specifically chosen
representations, that of what a teenager would wear. As Taylor's audience are teenagers and
stereotypes, young girls she is represented to be nothing but a young teenager going
behaviour, body through boy problems which all girls can relate to. Her outfits are not chosen
to make her look 'sexy' but instead 'pretty'. This follows Steve Neal’s theory
language, specific
as all music videos dress a certain way to appeal to a certain audience. It is
actors/stars
repetitive.
Narrative events – This particular video of Taylor's follows a narrative. The narrative is
how is the narrative based around the love interest which is common throughout Taylor's
ordered and videos as she mainly sings about relationships. There are flashbacks of
structured? 'memories' in the video also.
Iconography – props, Guitar has been used when the various shots of people having fun are shown
symbolic codes and highlights 'summer fun'.
The Music video shows the love interest getting a tattoo giving him an edge
and stereotyping the 'bad boy' image he's supposed to be playing. There is
also part of the clip where a police car is shown which represents rebellion.
Fireworks and fire are shown in the music video representing the
relationship.

3. Setting- mise en Steve Neal’s theory of Repetition is used in the music video through the car.
scene Much like Katy Perry's 'Teenage Dream' video the rooftop down car is used
for Taylor and her love interest. This could symbolise her being free and
highlights the season of summer. Summer is the month people generally
associate love with I.e. 'summer romance'. Various clips are used to show the
relationship between Taylor, her love interest and friends which tells the
story and after analysing other music videos is a common theme to use. The
rave is used for the build up of the song and shows people dancing, having
fun and the band playing. This would appeal to audiences through teenagers
like to have fun and go partying. Steve Neal’s theory of repetition is used here
through pop music videos usually showing some kind of 'rave' or party.
Technical and audio At the start of the music video a long shot is used to establish location. The
codes – camera use, location shows Taylor alone with a mess around her to which suggests there
editing, lighting, was a party going on but everyone has gone and left her.
diegetic/non diegetic Part of the music video shows a rave which uses low key lighting. Fast paced
editing, including quick cuts are used at quicker parts of the song making it
sound, sfx
contrapuntal. It is common for quick cuts to be used in pop music videos
reinforcing Steve Neal’s theory.
Medium close ups and close ups were constantly used throughout the video
so that the audience recognised the characters expressions. Whenever Taylor
Swift and the love interest are shown close there is always some kind of light
shown which could represent that there is hope for the relationship.
What ideologies are encoded in the music video? What does the genre seem to say about what
it is like to live in the world?
Taylor Swift uses stereotypical conventions which would appeal to her target audience and follows Steve
Neal’s theory as a result of this. As a Taylor Swift fan I have seen most of Taylor's music videos and know
that her music videos follow a similar pattern with the love interest in the narrative. The music video
gives the idea on how focused we are on relationships and how things can either go right or wrong.
Taylor Swift’s genre is pop/country.
Genre elements Conventions presented in I gotta’ feeling’- Flo-Rida

4. Characters – Flo Rida appeals to teenage audiences. He is made to look powerful and
representations, dominant in his videos which is a stereotypical look for artists such as himself
stereotypes, to want to appear like. He uses typical conventions to which his genre is
behaviour, body associated with which reinforces Neal’s theory as most artists do this.
language, specific
actors/stars
Narrative events – Flo-Rida’s music video begins with him flying off to the airport and
how is the narrative arriving at specific places giving it a narrative feel however it then
ordered and changes to abstract as it shows him in different country’s having fun
structured? doing a variety of things. Home footage is also shown.
Iconography – props, In one of the clips we see Flo-Rida having an interview wearing a gold chain.
symbolic codes The gold chain represents bling and is a stereotypical piece of jewellery that a
pop/rap singer would have appealing to Neal theory. An ipad is also used in a
clever way by him placing it over his face and moving it across to show
various shots of himself, I’ve never seen this be done before and so rejects
Neal’s theory as a non stereotypical convention.
Flo-rida seems to be in a robe at one point in what looks like a nice hotel
room, this is another example of how rich he is.
The different shots of cars are a representation of Steve Neal’s theory of
repetition as it is a common prop used in this particular genre.
Flo-Rida is wearing sunglasses a lot in his video giving him a mysterious edge
but also being a stereotypical convention of the rap genre.
Surprisingly their was hardly any females in the music video but when their
was they were wearing little clothing which is common for the genre he is
aimed at.
Setting- mise en Flo-Rida is shown at a concert in parts of the video- which angle?
scene He is shown in different parts of the world next to well known buildings such
as Eiffel Tower in Paris. This shows how rich he is as he is able to do this and
the lifestyle that he has.
A variety of shots are shown in the music video for example when Flo-Rida
goes surfing, driving a car/motorbike, partying, gym, running. These have all
been specifically chosen as they would appeal to Flo-Rida’s audience. Gym
and running represents Flo-Rida maintaining his body, keeping fit with a good
body whilst the car for males as it is a stereotype for males to have nice cars.
Surfing has been chosen to make Flo-Rida look more down to earth as at one
point he falls off and is laughing, this would appeal to his audience.
Aswell as being shown in the gym Flo-Rida is also shown boxing giving him a
stereotype and making him look powerful through strength.
Technical and audio The handheld camera towards the end of the video gives the ‘home footage’
codes – camera use, effect. This effect gives the audience a glimpse of what his lifestyles like. It
editing, lighting, also makes the audience feel like they know him more on a personal level as
diegetic/non diegetic they are seeing him hanging out with his friends being ‘normal’.
Flo-Rida is also shown singing to the screen matching the lyrics. This will look
sound, sfx
like he is singing to the individual watching the video personally capturing
their attention.
At the end of the video a montage of different pictures of Flo-Rida having a
good time is shown and as the montage zooms out you see it is made out of
Flo-Ridas face which then dissolves into his real face with the music video

5. ending.
The variety of clips shown differed from fast and slow pacedin order to keep
up with the speed of the song, there are also a lot of quick cuts.
What ideologies are encoded in the music video? What does the genre seem to say about what
it is like to live in the world?
Flo-Ridas music video follows a common narrative with stereotypical conventions used. The
message he is trying to portray is all about having fun and the lifestyle most of us wish to have.
This also contrasts into the actual lyrics of the song ‘I Gotta Feelin’.