Codes and conventions
R&B
The codes and conventions of R&B music often follow the same concepts, the male and female often have different ways of perceptions.
Male
Males are often masculine, strong and wealthy characters. They often take the stance of having many women around them in focusing on the male gaze, the women are seen mostly as a object for the wealthy man to be able to pay or show off his wealth. The man's wealth is often clearly shown through his clothing and materialistic items, such as gold chains, designer clothes and expensive cars.
Female
Depending on the subject of the music video, female's can be represented in either a strong sophisticated manner of a flirtatious ideal male gaze. However, females still take the stance of showing and reflecting wealth in similar ways such through jewellery and nice clothes.
Gospel
Gospel conventions tend to follow the same codes and conventions throughout the majority of this genres music videos. For example they most often have two approaches:
1. Having a narrative theory consisting throughout the music video, for example this can be shown through having a bad life turn out good in the future all in relation to finding and receiving God.
2. A celebration or rejoicing concept of how far each individual has come through God.
The clothing which is used through Gospel music videos can again take two different approaches it can either be mature sophisticated and non boastful, or it can be a calm relaxed attire and atmosphere.
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