Media theories

David Boardwell argues that it is the audience, rather than the director who who defends the genre of a music video.

Mark Reid argues that the genre of the music video changes based on what it is that we know and what it is that we are told. he used the "tomato puree" concept, he asked what would happen if this item was in a different part of the store, would it still be tomato puree or would it change to something that fitted with what surrounded in.

Genre is vital for both the audience and the director of the video, as an active audience, we decipher what genre it is through semiotics - semiotics are what the theorist Barthes refers to. Semiotics are the study of signs.

Goodwin believes that there are six different things that all music video have in common, these include:

These are the different types of music genre's that music videos can include.