Steve Archer's Theory
Steve Archer's theory was that there needed to be a strong coherent relationship between the narrative and performance in the music video, there should be cuts in music videos from narrative to the performance of the song which must be balanced. He also believed that a dance could be part of the performance but it must be carefully choreographed as it aided visualization.
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John Stewart's Theory
John Stewart's theory was that the music video must have the aesthetics of a TV commercial, with plenty of close up shots and the lighting to be used to focus and emphasize the stars faces. Visual references influences by the cinema, fashion and art photography. The video allows more access to the performer than a stage performer can.
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Sigmund Freud's Theory
Sigmund Freud's theory was based on voyeurism which refers to the notion of erotics pleasures may be gained by looking at a sexual object, preferably when the object is unaware of being watched.
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Laura Mulvey's Theory
Laura Mulvey's theory was that the presence of females was purely for the purpose of display, this display presumes a ‘male gaze’ one that is a powerful controlling gaze at the female on display.
e.g. - http://www.youtube.com/watch?v=6Y99IfyBqhc&feature=related - Camille Jones - The CreepTzvetan Todorov
Believes narrative begins with the equilibrium, harmony, then move to disequilibrium, disharmony, untill a new equilibrium is restored at the end.
e.g. - http://www.youtube.com/watch?v=2g5Hz17C4is - Shaggy - It Wasn't Me
Vladimir Proopp
Develops Todorov's narrative theory
Claude Levi Strauss
Believed that the narrative can only end with a resolution to any conflict, relates to light/darkness or love/hate.
e.g. - http://www.youtube.com/watch?v=1wYNFfgrXTI - Eminem - When I'm Gone
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