Steve Neale states that repetition wouldn't attract the audience and that genre can be referred to music videos, therefore being classified. Personally I'm not a big fan of his theory and I don't think it'll go with what we are thinking already.
Rick Altman states the audience will have certain expectations of what they want to see in the video and the artist, also genres such as rock have characteristics features which are known to the audiences and make them want to watch it.
Carols theory is mostly about creating a world inside of the video, being able to relate things in the video with visual aspects and repeating them as a motif throughout!
Showing off the star is really important with close ups, performances and a story of what is happening inside this world that the audience are transported into for 4 minutes.
POSTMODERNISM
One I also forgot to write about was post-modernism, this is '
"a late 20th-century style and concept in the arts, architecture, and criticism, which represents a departure from modernism and is characterized by the self-conscious use of earlier styles and conventions, a mixing of different artistic styles and media, and a general distrust of theories." (taken from google definitions)
There was a lot of evidence of this in Lady Gaga's music video for Telephone
with Beyonce, this slide on slide share shows how Lady Gaga uses hyperreality.
She has a lot of intertextual references to films like pulp fiction and kill bill
She also used a parody of a prison in an unrealistic way of prsioners doing what they want as well as really crazy fashion which wouldn't be permitted.
Bricolage: Bricolage is a collection or collage of different media text which forms one text.
Parody: Parody is a media text that mimics or imitates another media text in order ridicule or sarcasm.
Pastiche: Pastiche is a work of art, literature, music, movie etc, that imitates the work of the previous media text but embracing the text in a positive way.
