Theory Research

A2 Media StudiesLauren Barrett

Andrew Goodwin’s Theory Applied to Music Videos

Andrew Goodwin’s Theory consists of 8 key parts:

• Links between lyrics and visuals• Links between music and visuals• Genre characteristics• Intertextual reference• Notions of looking • Voyeurism• Demands of the record label• Performance based, narrative based or concert based music

videos

Andrew Goodwin’s Theory Applied to Music Videos

Lyrics and Visuals:Goodwin suggested that the lyrics of a music video will make a reference, somehow, to the visuals on screen.He also suggested that the visuals will emphasize what is heard in the lyrics, evoking the emotions within the song lyrics or the message within the video. An example of this is seen in many music videos, and help the audience to understand the meaning of the song.

Andrew Goodwin’s Theory Applied to Music Videos

Music and Visuals:Goodwin stated that the music will link with the visuals, but it will depend on the genre of music.It also often links with the different beats and tempos of the songs.

Andrew Goodwin’s Theory Applied to Music Videos

Genre Characteristics:The genre characteristics often become different depending on the genre of the music video.For example, in pop music videos there would be a lot of close-up shots of the artist, and the setting will be stereotypical of the target audience.Other genres might include different special effects, shot types or narrative to directly link to the genre’s stereotypes.

Andrew Goodwin’s Theory Applied to Music Videos

Intertextual Reference:Andrew Goodwin stated that the Intertextual reference is when the music video is inspired by cultural influences.Influences may also come from anything from religion to movies, politics or other music videos. These reference are often symbols to represent ideas to the audience.

Andrew Goodwin’s Theory Applied to Music Videos

Notions of Looking:This key point it the idea of going into someone else’s life.Women are often seen as objects.Men are perceived to be violent and cheats.

Andrew Goodwin’s Theory Applied to Music Videos

VoyeurismThis is the idea that the audience is looking into the artist’s life style and what they are going, without the artist’s knowledge.For example it may feature events such as house parties, where everyone is doing there own thing and there is minimal or no interaction with the camera.

Andrew Goodwin’s Theory Applied to Music Videos

Demands of the Record Label:This generally has no set rule as the record label could demand anything from the creation of a music video.The biggest demand is normally for the artist or band to actually feature in the music video. They also often demand for cameo appearances from other celebrities or musicians to help ‘plug’ the music video.This applies to all genres because an appearance from the artist or band will sell more singles and albums.

Andrew Goodwin’s Theory Applied to Music Videos

Performance, Narrative or Concept-based Music Videos

The style of music video will depend on the genre of the song and the lyrics.Performance-based shows the musicians singing and/or playing their instruments.Narrative-based involves a plot which tells a story to match the lyrics of the song.Conceptual videos are likely to involve special effects or animation and will not really link direcrly