Carlsson's Theory

During my research of music videos I have researched into Sven.E.Carlsson and his theory of music video analyis. He stated that music video is a many faceted multi-discursive phenomenon and that Music Video is a form of audio - visual communication in which meaning is created via carriers of information such as, the music, the lyrics and the moving images.
Carlsson believed that music videos fall into two main groups, a performance clip and a conceptual clip. A performance clip being shows the vocalist in one or more settings. It can either be a song performance, dance performance, instrumental performance, and the conceptual clip being something else occuring during the music video. It is possible to further analyise these clips, however, by looking deeper into each particular type of perfromance. For instance in certain types of perfromances the performer is often made into a materialization of the commerical exhibitionist, this is where the performer is made into almost a sleeing item, someone that fans often aspire to be and these scenes will be extremely high in quality and have a gloss to them. Another type is the televised bard, which is a singing storyteller who uses on screen images instead of inner, personal images. The the third and final type is the elctronic shaman, sometimes the shaman is invisible and only his/her voice that anchor the visuals. They often shift between multiple shapes.
Carlsson also believed that lyrics are combined with images to create meaning to the audience and that the director will come up with a few ideas for a music video,and these ideas will be repeated and varied throughout the video. Re-arranging these visual motifs is said to be the key to making the music video work. Very often another musical element within music videos is the action on screen being synchronized with the music video, for instance someone walking in time to the beat.
He also goes on to talk of the audience as being the decider in how a music video is perceived. The shock asthetics in music videos can from this point of view be interpreted as a combination of the provocative modern art tradition and the culture interpretation of the teenage rebellion.