Music Video's RACING Key Concepts

Representation is the way media portrays specific subjects or idea's towards an audience from a particular ideological perspective.

• Why are they using that person or image?
• What connotations are being provided?

Audience are the people who are consuming the media product.

• Who does this music video appeal to and why?
• What social classes are represented and why?

Codes & Conventions give the media text meaning and determine the response from the audience, but also are the generic features of a specific genre.

• What signs are in the frame that tell the audience its genre?
• What is the camera angle used and why?

Institution, also can be known as a conglomerate, is a company that owns numerous companies in various mass media.

• Is there a big or small budget?
• Who is the company promoting the music video and how would this alter its creation?

Narrative is the way the different elements are formed and organised together to create a meaningful story.

• Are there any clear narrative theories seen, if so why?
• What do the background colours and textures signify?

Genre is a way of catergorising particular media texts according to its common distinguishable features.

• Is the music video conforming or fitting the stereotype of the genre?
• Is the genre clear from the soundtrack used?