Sven E. Carlsson

1. Music Videos are a form of audio/visual communication and popular culture.
2. People make different interpretations of them, one person may find a video interesting while another person may find the same video boring.
3. Are all about representation, constructing star image and telling the story of the narrative.
4. Ideas are often reused.
5. Often sacrifice meaning for visual style, visuals more important than meaning.
6. 3 Types of performer:
Commercial Exhibitionist - All about image, successful, glamourous, very 'celebrity'.
Televised Bard -Storyteller, creates 'audio-visual poetry'.
Electronic Shaman -Hidden meanings, voice connects images and sounds.

Usually all three are combined in one video.

7. The music ties images and lyrics together. This creates a base for the visuals.
8. If the lyrics and the narrative are very different then it is harder to understand the meaning.
9. Narrative is carried by the music and lyrics not just the story.
10. Repetition and variation are important.
11. Manipulation of colour, motive, setting, footage etc creates coupled ideas.
12. Use visual motifs eg. Lighting effects etc.
13. Individual perception is based on personal experience such as family, peer groups, region, country, language etc so the experience becomes personal.