Research- Genre Theories

Defining Criteria:

My Example- Uncle Sam Madness

Defining Criteria genre theory the theory states that videos are made to fit a particular purpose depending on the genre. The video that I think of is Uncle Sam by Madness, which I would say was alternative that does not really have a particular category like Folk or Hip/Hop

They’re being no set conventions to follow means the artist or director can have full freedom to create whatever they like. In Uncle Sam he house its set like a comical war. With really war props, sand bags and barbed with a completely war obsessed uncle. All madness music videos are slightly out there but this is so bizarre.

Utopian Pleasures:

My Example- Paradise Coldplay

The video for can be seen to show certain 'Utopian Pleasures' theory but also at times within the music video can relate to the to the themes of 'Exhaustion' and 'Loneliness'. This is seen when the elephant (one of the band members in a suit)  is travelling along by itself to try and get back to where is came from it sad part is where he goes into the bike shop and doesn’t have enough money to afford a really nice bike and has to make do with a Uni cycle that one wheel represents how along he must be riding along the desert track. 

At the climax of the video it all comes down to a Utopian Fantasy as the elephant is united with all the other elephants in the band and is all about them being together and playing there instruments throughout the whole music video you cant understand what the elephant is try to achieve. The fast cut shots of them all being together suggests energy and happiness that the elephant has found his friends