Theories Within Genre

There are several theories regarding genre which subsequently affect peoples interpretations of music videos/promo's. Amongst these are the beliefs of a theorist called Michael Shore, who criticized music videos and promos for having no real relation to real life situations and they do not relate to the narrative of the songs lyrics. It was worded as follows "Recycled styles that contains an information overload and therefore contains views of adolescent male fantasies. Most videos contain elements of speed, power, girls and wealth. All this conveys into soft-core pornography with clichéd imagery".
 

An example of this is the music video/promo for Lady Gaga's Poker Face. The reason being is because even though the lyrics relate to actually playing poker and vague references to drug and alcohol addiction, the video bears little resemblance to these themes and is more related to sex and love. This emphasizes upon Michael Shaw's theory of that music videos bear no resemblance to what the song actually means due to poker face being mainly in a drastically different environment

An example is below:

In addition, the music video also explores themes of selflessness due to the scene at the poker table where there are valuable red poker chips piled up high represents wealth and power. This at the same time also goes against Michael Shore's theory by showing some amplification with the poker table with the lyrics of the song.