- lyrics: establish a general sense of feeling, mood rather than a meaning.Visuals either illistrate, amplify or contradict the song's music and lyrics
- Music: tempo often drives the editing - edit to the beat
- editing: the most common form is fast montage
- camerawork: has an impact on meaning. Movement angle and shot distance all play a part in the representation of the artist/ band
- intertextuality: references with in a video to other media products or music that a videos target audience may recognise
- exhibitionism: the apparently mor powerful independent female artists of recent years have. added to the complexity of the politics of looking and gender/ cultural debate by being procative and inviting sexualised gaze
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