Genre Generics tend to limit what a artist can do when it comes to making there music video, as the audience as the audience expects certain stereotypes to be portrayed in the video, for example you would be expecting to see a colourful heavy metal music video. This being said there are different generics portrayed within a genre.
With the genre generics John Hartley said 'genres are agents of ideology closure - they limit the meaning-potential of a given text' from this I can infer that the genre can limit the creative potential of the artist when trying to create something new and become a more generic act, as the audience expects certain characteristics the be portrayed in the music video.
an good example would b females in the pop industry, they are shown to be objects and the camera that's follows them seem to be 'the male gaze' as said by Laura Mulvey a British feminist in the British film theory a good example of this would be Anaconda by Nicki Minaj: https://www.youtube.com/watch?v=LDZX4ooRsWs
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