The example we've chosen as our Drum and Bass song to analyse is 'Feel the Love' by Rudimental and John Newman.
The narrative doesn't conform to Andrew Goodwin's rule of relating the lyrics to the visuals, as the lyrics are 'I can feel the love, can you feel it too?' and the visuals are completely unrelated as the video is about people riding horses through a town.
However it is typical of the genre to have visuals that are unrelated to the lyrics, therefore conforming to Goodwin's rule of Genre Characteristics. It is also typical of the Drum and Bass genre not to include the artist in the video, which this video conforms to. It therefore relates to Stuart Hall's Reception theory as the director has used recognised codes and conventions of the genre, (for example unrelated narrative and not including the artist) matching the audience's expectations. The director has then perhaps encoded the underlying message of the song in the video, for the audience to then decode through the use of visuals, again conforming to Hall's theory. The message could be that they 'feel the love' for their community/ town they live in, as well as their family and friends, which is why they're all together throughout the video.
In answer to Blumler and Katz's Uses and Gratification's Theory as to why people consume media, I believe people would watch this video for entertainment purposes as well as social interaction, consuming it because groups that they wish to be apart of have also consumed it.
This research has been reassuring as we wish to make our video in black and white, which is not something that's seen particularly in this video, however there is no use of bright colours, so we can be confident in creating our video in black and white, knowing that it's expected among our target audience.
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