Why conventions are important for audience and institution.

Conventions in a Pop music video

A Classic from the infamous Michael Jackson.

In the video there are many conventions that support the pop genre. For example, the storyline of the video and the multiple different locations portrayed give the audience the feeling that the video is light hearted adhering to a stereotypical pop video.

There is some non-diegetic sound at the start of the video which compliments a short comedy skit. we  are then taken tov Africa with some Lions and that's where the music video starts. This song is about diversity and not judging people by the colour of their skin, this is shown through the different ethnic groups involved in the video. This sends out a positive message to the world.

The Majority of the shots are mid and long shots of Michael dancing within a crowd of dancers. We do have a few tracking shots which track Micheal as he moves between locations which makes the video flow really nicely as the transitions are smooth.

Rap/Hip Hop.

In this music video, there are two main characters, Coolio and Michelle Pfeiffer, Its taken from a film called dangerous minds which is about a white teacher becoming a teacher in a city school in LA and it highlights the relationship with her students. The school is dominated by African American students.

The lighting in the video is very limited and many shadows are cast especially on Coolio suggesting that he is a mysterious character who is also a dodgy character. The majority of shots on Coolio are close ups to see the emotion in his face. The majority of Shots on Pfeiffer are mid shots and many dutch angles are used on the crowd to highlight the chaos they are causing in the video.

Rock

Although the pixies are an alternative Rock band, this still counts. Monkey Gone to Heaven is 30 years old and still a masterpiece.

The video itself is not a video of the band playing the songs but in a sort of documentary style video showcasing the different members of the band. The videos are slowed down making the video seem very weird and takes you to another world.