Andrew Goodwin's Theory

Today I researched the music video theorist, Andrew Goodwin, and am going to list different music videos that resemble his points.



GENRE: Videos should represent stereotypes and conventions of the genre e.g. Hip Hop is associated with chains, cars, drugs or girls. A prime music video example would be Snoop Doggs videos such as Peaches N Cream

SOUND AND VISION: Clear relationships between lyrics and visuals. Examples of these are as follows:

ILLUSTRATIVE (visuals represent lyrics)

IN THIS MUSIC VIDEO, THE LYRICS REPRESENTS A RELATIONSHIP IN WHICH THE GIRL FEELS 'UNAPPRECIATED'. THIS IS ALSO PRESENTED THROUGH THE VARIOUS STORY LINES WITHIN THE VIDEO.

CONTRADICTORY (visuals contrast lyrics)

 IN THIS MUSIC VIDEO, THE LYRIC "NO ONE MAN SHOULD HAVE ALL THAT POWER" CONTRADICTS TO THE WHOLE VIDEO AS IT SHOWS KANYE WEST IN THE MIDDLE, ALMOST GOD LIKE, WITHOLDING POWER OVER EVERYONE IN IT.

AMPLIFICATION (manipulation of audience through repetition of key meaning)

IN THIS MUSIC VIDEO, THE LYRIC "IN MY CITY" IS REPEATED AFTER NUMEROUS DIFFERENT CITIES AND COUNTRIES ARE STATED. THIS INFERS A SENSE OF DIVERSITY THAT IS TAKEN PLACE WITHIN THE '416', TORONTO. 

DISJUNCTURE (the songs meaning is ignored)

IN THIS MUSIC VIDEO, THE LYRICS REPEAT "TURN DOWN FOR WHAT" - THE SONG'S MEANING IS IGNORED DUE TO THE EXPLICIT SCENES WITHIN THE SONG AS IT IS A DANCE ANTHEM.

NOTIONS OF LOOKING: We as the audience are 'watching' the performance and gaining pleasure from it. This is related to voyeurism.

THIS MUSIC VIDEO USES THE 'MALE GAZE' THEORY - DEVELOPED BY LAURA MULVEY. THE VIDEO PORTRAYS THE ARTIST IN A HYPER-SEXUALISED WAY IN WHICH THE AUDIENCE RECEIVE 'PLEASURE' FROM WATCHING IT.

STAR IMAGE: Promotion of the star through the video using frequent close ups and recurring motifs to represent the artist.

IN THIS MUSIC VIDEO, RITA ORA USES THIS AS HER 'DEBUT' INTO MAINSTREAM MUSIC. THE AUDIENCE CAN SEE THIS DUE TO THE VARIETY OF ATTRACTIVE OUTFITS AND MAKEUP, MOST IMPORTANTLY THE OVERUSE OF CLOSE UPS IN ORDER TO SHOW THE ARTISTS FACE.

INTERTEXTUALITY: Reference to other media (such as other artists, songs, films). This allows the audience to quickly decode the meaning.

IN THIS MUSIC VIDEO, THERE IS HUGE REFERENCE TO THE FILM 'FAST 7'. THERE ARE ALSO SCENES FROM THE FILM WHICH COMBINES THE SONG AND FILM TOGETHER.

There are so many types of music videos that exist. Andrew Goodwin has covered the basis of these music videos above. My next theorist whom I shall be covering is Simon Frith.