Rick Altman Theory

Genres have characteristic features that are known to and recognised by audiences. Audiences develop understanding that certain expectations will be fulfilled and they may find pleasure in predicting what will happen next. producers of generic videos depend on immediate communication with the audience. Easily recognisable features are particularly effective in connecting with an audience. This can prove problematic as audiences need to know what to expect from a generic video but some variation is required as you don't want the audience to be bored or dissatisfied.

• Many artists use statement motifs to gain the loyalty of fans. For example, fans will expect Sia to be hiding her identity using a long fringed wig. This makes her very recognisable to audiences and fans and is a statement which makes her unique and rememberable. If she were to go out wearing a different wig or no wig, then she may be unrecognisable and her identity as an artist would be taken away.
• Some artists give names to there fan base as a community. For example, Katy Perry has named her fans 'Katy katz' and Arianna Grande has named her fans 'Arinators'. This gives the loyal fans a sense of belonging and can put them on an intimate level with the star. Altman's theory is supported by this as the fan base is part of the artists persona and characteristics.

Katy Perry is a strong example of an artist which supports Rick Altman's theory. She follows the conventions of a pop genre video due to bright colours and the visuals representing the lyrics.

Audiences would expect all her videos to have bright colours and follow some sort of clear story line narrative. As well as showing closeups of her, as she is clearly the focal point of her music.

 

Altman suggests a 'semantic/syntactic approach'

• Semantic means considering the conventions of the genre that an audience can relate to such as character or performers, locations, props and camera shots/movements.
• Syntactic means the type of narrative an audience would expect from the genre.

Altman talks of a contract existing between the genre producers and their audience , with the audience having certain expectations from this genre and the producers needing to meet their expectations.

However, some artists purposely break the rules of this theory to create a shock factor. 

For example, Miley Cyrus completely changed her image and came out with her 'We Can't Stop' music video, which shocked everyone. Her previous music stayed within the pop conventions and followed what audiences wanted and expected from her as a previous Disney star. Therefore, when this song and video was released it caused outrage with old fans, yet she gained so much hype and attention, that her recent music is much more well know than her old stuff. This is a clear example of how flaunting Altman's theory can be positive, as sometimes audiences are bored of expectations being met and breaking the expectations can be fresh and more entertaining.