Genre theory attempts to understand how meaning is communicated through producers to audience by challenging and conforming to codes and conventions of a particular category. I will be applying a range of theories to the Indie Pop music video Please Don't Say You Love Me by artist Luna May.
Genre in its most basic definition can be explained as a style or category of art, literature, or music. 'Genre' originates from the French word for 'kind' or 'class'. Steve Neal claims that genres are 'instances of repetition and change' and are therefore fluid and active.
Please Don't Say You Love me conforms to O'sullivans genre theory that 'the same text can apply to different genres'. This particular video fits in the 'Indie Pop' genre. One way that this music video conforms to genre conventions is through its use of a combination of performance, narrative and star image (Goodwin). A mid close up, from a slight low angle of Luna on a garden swing, playing guitar reflects amplification of the lyrics. Furthermore, a mid-close up, two shot of Luna and fictitious partner 'Cam' walking through a city park portrays and illustration of the lyrics. Amplification and illustration are two features identified by Andrew Goodwin in his music video theory and the relationship between audio and visuals. Another way that genre has been manipulated is shown in the way that the visuals semantically illustrate the lyrics as opposed to a literal representation. This is a convention of the Indie Pop genre.
Another way in which the music video conforms to the conventions of its genre is seen by its use of natural and abstract mise en scene/setting to represent the protagonist. This s exemplified by the mid shot, from a slight low angle, taken from a loose frame, showing Luna standing infront of a derelict, but scenic building with wildlife in the background. Barry Grant suggests that 'within a genre, you see familiar and recognisable characteristics'. This is reflected through this example in Please Don't Say You Love Me. It also acts as a cultural signifier (Williamson) which allows the target audience to engage with the music video, by reflecting features and characteristics which are familiar to followers of the Indie Pop genre.
However, Please Don't Say You Love Me also challengers genre conventions. Many Indie Pop music videos uses filters to represent a certain idea to the viewer, such as the age in which the video is set, or whether the video has positive or negative connotations. This is seen in many of Lana Del Ray's videos, where a filter is applied, giving it a much older feel. Buckingham suggests in his genre theory that 'genres are open to change and negotiation.' This is reflected by the absence of this convention in Please Don't Say You Love Me.
In conclusion, genre theory is particularly useful when addressing a mass audience. It allows conventions and cultural signifiers to be manipulated to allow a target audience to engage with a media product. It also gives the producers a starting point on how to build their productions using several key features of a genre, but also allows for creativity when deferring from some of the typical genre conventions.
