---His theory is explained by 6 different conventions.
1) Relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics.
example: Jessie J- price tag- says "aint about the money" - she is then seen with money.
2) Thought beats: seeing the sounds (between music and visuals, which illustrate, amplify, or contradict the music)
example:
3) Genre related style and iconography present.
example:
4) Multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognisable brand image.
example:
5) Voyeurism often plays a major part,especially in relation to females.
example:
6) Inter textual references to other media texts may be present, especially in humorous videos.
examples:
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