Considering Genre Theory - John Fiske - Theorist.

The theory that John Fiske came up with was.. 'Any one programme will bear the main characteristics of its genre, but is likely to include some from others: ascribing it to one genre or another involves deciding which set of characteristics are most important'.
This relates to our project as have followed the typical genres that relate to our genre which is 'Pop' and applied this to the project we are trying to create, such as including a dance routine in our video. However we have also tryed to challenge the typical conventions and not include every small detail used in a 'Pop' music video as we have tryed to make the music video different but still falling into the same genre. Instead of following the typical things that a 'Pop' genre would do such as producing a cheesy bubbly song and dressing in very bright colours to appeal to a very young audience and having a dance rountine with simple moves so younger children can quickly pick up. We also twicked the video slightly by using different camera shots etc. We decided to challenge the conventions and make our image come across as more modern and up to date with the fashion so aswell as it appealing to a younger audience it will also appeal to an older audience. We came to the decision that we want to make the genre clear and obvious by including a dance rountine that a 'Pop' genre would typically use and by also including different characteristics by having more of a mature and modern image.