"MANY FACETED MULTI-DISCRUSIVE PHENOMENON THAT IS COMMUNICATED THROUGH THE TV SCREEN AND ITS SPEAKERS VIA CARRIERS OF INFORMATION SUCH AS, THE MUSIC, LYRICS AND VISUALS"
His theory is that there are binary opposits which drive the narration of the video forward and that there are two categorys music videos fall into, Performance and Conceptual. Performance Clips tend to show mainly just the artist or artsist singing and dancing. Conceptual Clips show something else during its duration often with artistic ambitions.
There are three types of performance clip; song performance, dance performance and instrumental performance. If a music video clip contains mostly filmed performance e.g. a video that shows the vocalist in more than one setting, then it is a performance clip.
The performer is often made into a materialization of the commercial exhibitionist where the performer is made almost into a selling item, fans typically will aspire to be the artists as the video will be high in quality and often glossy.
The exhibitionist wants success and tries to evoke the charisma of stardom and sexuality. Another type is the television bard which is a singing storyteller who uses on screen images instead of inner, personal images.
The third type is the electronic shaman, sometimes the shaman is invisible and only his/her voice that anchor the visuals and they often shift between multiple shapes.
Beyonces 'Countdown' video consists of Beyonce only singing and dancing and there is no narration beyond her performance. Beyonce is slightly sexualised in the video evident through close-up shots, lack of clothing and often tight clothing, dancing and frequent images of flesh turning Beyonce into a sexual object. Beyonce is subtly seductive and confident, shown through her embracing her preganancy in the video at 0:37, a time where most women feel at their least sexiest, this would make women aspire to be as sexy and confident in themselves as Beyonce is.
STANDARD CLIPS:
Standard clips are music videos which focus on the singer blended in with inserted images. Standard clips are typically meant to be dynamic and have many different variations. Vocalists often are directly involved in the story and take on a sideline role and offer a self reflexive commentary, they may have an alter ego.
NARRATIVE CLIP:
Narrative clips often contain an easy to follow story and often does not contain lip synchronisation. A music video clip is a narrative clip if it can be understood as a silent movie.
ART CLIP:
If a music video contains no perceptable visual narrative and contains no lip-synchronisation singing then it is a pure art clip. These are normally associated with more modern, experimental music.
Britney Spears' video "Everytime" is an example of a Narrative Clip as the video has a clear story line with more or less no lip syncing, the narrative is also simple and easy to follow. The audiences are introduced to the tension between Britney and her Boyfriend at the beginning of the video when he ignores her. As Britney Spears leaves her car she is bombarded by Paparazzi and her boyfriend attacks one of the photographers after Britney is injured. In their apartment Britney argues with her boyfriend, supposedly over attacking the photographer. Distraught, Britney runs her self a bath and notices blood on the back of her head from where she was hit, she then sinks herself into the bath, committing suicide. The video cross cuts between shots of Britney in Hospital and her boyfriend finding her body.
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