He gave reasons for the different narrative structures. For example
- Pop videos are built around songs
- Pop video uses the singer as both character and narrator
- also the singer often looks at the camera
The idea was that the visualisation of a song may go beyond the original meaning. There is diferent relations between the video and the song:
- Illustration: Its more narrative tells us the story from the lyrics.
- Amplification: When there no relations to the lyrics and gives a new meaning
- Disjuncture: Theres a minor relation to the lyric or where the video contradicts the lyrics
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