Andrew Goodwin

We have been studying a theorist called Andrew Goodwin and the importance/influence or his theories in music videos.

Goodwin tells us of common themes that he believes to define a music video, these are;

1 - Relationship between the lyrics and the visuals.
- Things that happen in the video, dance moves, items within the mise-en-scene, costume, and themes of the video link with the lyrics of the song.Sometimes literally the lyrics are acted out. This is used to show the meaning behind the lyrics/song.

2 - Relationship between the music and the visuals.

- The editing pace, cuts and effects are in time to the beat of the song. Also there may be a moment where things within the scene may represent instruments.

3 - Significant shots of the artists -  Demands of the record label mean that excessive use of close ups of the artist can occur. This creates an image of the artist and significant shots may occur across different music videos.
- This allows the record label to promote a set image for the band, which will help target audiences empathise with the band.


4 - Genre characteristics AKA 'iconography'

Certain characteristics (e.g movements, costume, dialogue) define the different genres of the band/artist. There are expectations that these moments happen in all of the artists music videos. It is used for a band/artist to become identifiable.

5 - Intertexual references.

- Referring to other forms of media within the video, for example television or films, other music videos, other artists - there are many forms of intertextuality.

6 -  Objectification

The female body is often objectified, seen as the voyeuristic view of the 'males' many close up shots of parts of the female body are seen as a form to attract a male audience.