Theories and Techniques

Many theories and techniques can be used within music videos within a range of genres but also can be used in different ways to give a a certain effect. Furthermore this different techniques can be used to attract a different or developed target audience.

Denotation / Connotation
Denotation is what you literally see in a image. Whereas Connotation is what the image suggests or implies to the viewer.
The image on the left, is a prime example of the Denotation and Connotation technique. This technique is commonly used in photography but used as effectively in music videos.
The Denotation of this images is of a man sitting on a street post in old clothes and unshaven facial hair. The connotation of this however suggests that he may be homeless.



Another technique technique that is commonly used within many music videos is Mulvey's theory. This is many the theory on the Male Gaze. This an effect technique commonly used within music videos to attract a male audience due to voyeuristic content. This 'male gaze' doesn't only attract a male audience, females are also drawn to this as women can compare themselves to this voyeuristic female form. This music video to Eric Prydz - Call On Me (bellow) is emphasised example of this theory.

Another common technique used within music videos is connecting visual aspects on screen to the beat or lyrics of the track. Bellow, Adele - Rolling In The Deep, syncs the beat of the track to a visual element of the video, this happens with the vibrations of the water in the glasses and also smashing 'tableware' against a surface. This visual emphasises and highlights the beat of the song.