These are ways of constructing meaning in media texts and are generally an excepted way of doing things. With this audiences can become familiar with particular genres and it can be made sure that certain texts works well and fits with the genre; it allows them to be easily recognised whilst making it easier for the audience to understand.
This can be separated into two categories: technical & symbolic.
Technical:
- Camera shots/angles
- Editing
- Sound
- Equipment and technology used
Symbolic:
- Meanings that can be hidden behind what is obvious to see (e.g. facial expression, mise en scene)
An important convention used in a music video would be singing into camera. This can be used with any genre but could also portray a message with the singer telling a story and speaking directly to the audience.
Here are some examples of various artists singing into camera:
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