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Todorov's theory about narrative is normally used to describe films however can also be used to describe narrative based music video's. He uses his theory of equilibrium and suggests that there is a generic structure used in all narrative's consisting of the start Equilibrium (everything is good), Disruption (something goes wrong), Recognition, Repair (try to fix problem) and at the end there is a new equilibrium. He implies that the majority of narratives follow this rule and to create a good narrative this should be followed.

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Strauss' theory of binary opposites states that within a narrative there is always and a protagonist and an antagonist or an opposite of some kind e.g. Good vs Evil.

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Mulvey's theory of the male gaze suggests that women are often objectified/sexualised within narratives/performances in the media to appear appealing to the male demographic

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Hall looked at the way the audience intemperate mass media by different social groups, he suggests that there are 3 ways in which the demographic may interpret a media text:

1. Dominant Reading
2. The Negotiated Reading
3. The oppositional Reading

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Goodwin states there are five main aspects of a music video.

1. Narrative And Performance
Having both narrative and performance is important as it allows the audience to relate more to the video.
2. The Star Image
There is usually a wide variety of camera shots and angles that showcase the artist as the 'Star of the show' and help to show the demographic - Goodwin believes this is vital part of music videos.
3. Thought Beats (Seeing The Sound)
- to analyse the music structure and understand the chorus and verses.
- The artists is easily recognised
- The story the artist is trying to convey to audiences can be shown through the video of the lyrics.
4. Technical Aspects Of Music Videos
Goodwin explains how the use of technical aspects make the video and holds them together e.g. through lighting and mise en scene.
5. RelationOf Visual To The Song

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The hypodermic needle theory implies that mass media has an immediate effect on the demographic. This theory suggests that the media could have a powerful influence on large groups of consumers and can have positive results by conveying a certain message.

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This theory has 4 key aspects:
- Narrative
Vernallis says how the the narrative of a video reflects the video of the song. However, she also explores how when the video and lyrics don't correlate it can be confusing for the demographic and seem disjointed and unclear.
- Editing
She explains how editing is the most important part of a video and is as important as the filming itself as bad editing can make good filming seem bad and could jeopardise the look of the video as a whole.
- Camera Movement And Framing
Vernallis states that the use of establishing shots within a video are important to set the seen as well as the use of other shots e.g. close ups and extreme close ups as they show variety.
- Diegesis

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This theory is commonly used to try and explain and understand mass communication. The theory places a strong focus on the demographic and consumers of the video as opposed to the the message of the video. The uses and gratification theory fulfils one of the following when choosing a media form:

1. Identify
2. Educate
3. Entertain
4. Social Interaction

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This theory explains how the media affects society and vice versa. It has a mostly negative view/effect on demographics for example one negative to theory is people copying it as certain media content can influence the behaviour of the consumer.

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Props Theory explains typical characters roles within a narrative this is normally referred to within films however can also apply to narrative based music video's