John Berger argues that we are somewhat preconditioned to make narrative within in any media piece and that in order for our media products to be truly successful they should have a narrative which can help the audience link to the artist. A good example of this would be the video Nickle Back - Photograph, He is performing but he is also driving the narrative at the same time.
An example of were this theory is completely ignored is in the video Gangnam Style, where although the artist is singing and performing it does not bare any direct relevance to the narrative.
