Key Concept Research

Representation 
Includes how people are presented within the video in relation to ethnicity, culture, disability and more. Can be achieved through many aspects such as location, props and narrative.

Audience
Refers to how an audience will interpret and read a text. Individual's life experiences and social standing will affect this.

Conventions
Are seen when stereotypes are showed within a video. Usually emphasises the genre of music.

Institution
Companies will often have a running theme or link which all or many of the videos they have created will feature.

Narrative
Todorov's basic structure of a narrative:
Equilibrium - Disruption - Resolution - Restored Order - New Equilibrium

Genre
Specific characteristics that are common through a certain type of music will help audiences to identify the genre.

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