Research Music Video Genre - Hey Ya

This video conforms to most of the music video genre conventions. 

It is shot almost entirely in a studio, which is the most typical location. It also has two other scenes which look like backstage/a family home, where people are dancing or talking to the artist. These were also most likely studio scenes which were decorated to look otherwise. 

The main 'protagonist' in the video, is the lead singer of the band, who appears in every role that the band has. This is typical to a music video as the lead singer is often the focal point of the audience. 

There are also extra's used for dancing and as audience members in the studio and watching on TV. 

The iconography in the video is reflects from the images of the band. The colour scheme in particular is very distinct, with green and white. This shows how the band are perceived as 'cool.' The costume also shows different aspects of the artists style and personality while still keeping within the theme of the video and not looking out of place due to their colour and style. For example: the main costume with checkered trousers alongside the jockey-style outfits used for the 'backing singers.' 

The narrative of the video starts with the manager of the band telling the members not to mess up their opportunity on TV and give a good performance, which they do. There is a use of intertwining narratives as we see scenes both from the studio itself and how they would be seen on television by the family in some shots. Dual narratives like this are typical of the genre. As the video is performance based, there is no real use of narrative theory.

The media language is also in-fitting with the genre as the video used fast paced editing to match the pace of the song, high key lighting, dynamic cinematography for example the zooming in and out of the lead singer in band shots. It also has aspects of The Male Gaze (Laura Mulvey) is the shots of female audience member and the dancing girl.

However, there are surprisingly few close ups in the video compared to the number usually used in music videos to establish connection with the audience. This may be because there is so much movement from the lead singer of the 'band,' meaning close ups would seem blurred on camera. The lyrics are also not particularly related to the footage, except in a few instances.

There are no dominant or alternative ideologies in the video, however it is not challenging any dominant ideologies so would still be considered a mainstream music video.