Firth 1988 Theory:
States that there are three broad characteristics of a music video.
- Performance - Conveys a sense of a live performance e.g. a concert.
- Narrative - Love stories are the most popular, action in the story is dominated by males who do things for females.
- Conceptual - Metaphors to create a mood, offer multiple meanings.
These types form the content that is selected by the artist and music video director to convey a message as well as attract viewers either new or present.
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