Andrew Goodwin Theory

5 Different Idea's Regarding Music Videos

Genre- videos should represent stereotypes and conventions of the genre 

This is represented in the Dj Khaled I Wanna Be With You Video typical conventions such as girls, money, jewellery and luxury lifestyle is represented in this video all these things are typical conventions of a Hip Hop Music Video

 

Sound and Vision- Goodwin felt there should be a clear relationship between lyrics and visuals for example Illustrative- This is when the visuals literally represent the lyrics

A Clear representation of this is the Taylor Swift Never Ever Video here she is literally acting her lyrics throughout the whole video and this is a good example of Illustrative.

Notions of Looking- Watching the performer and gaining pleasure from it

This is Represented in the Katy Perry California Girls video, Here Katy Perry is wearing very seductive revealing clothing that focuses on the main assets of her body this is something the viewer may gain pleasure from. The scene where Katy Perry is laying in candy floss clouds with no clothing is also an example of Notions of Looking that the video used to gain attention from viewers by setting up scenes that they know viewers can gain pleasure from.

Star Image- Promotion of the star through the video using frequent close ups and recurring motifs to represent the artist.

This is represented in the Beyonce Run the World Video Here Beyonce is playing a very dominant role as a woman in the video. By doing this she is securing her dominance by implying her position of power in the industry and this is something that represents her as a artist. The key motif of the video is to have power over her world (The industry) and this is backed up by the lyrics of the song- "Who Run the World Girls" also creating a sense of Sound and Vision another one of Goodwin's Theories.

Intertextuality- Reference to other media texts, it allows the audience to quickly decode the meaning

This is show in the Lady Gaga and Beyonce Video Telephone when other media texts  such as Virgin Mobile, Beats,Fast Food, Polaroid Camera, Wonder Bread ETC are shown throughout

Another Video that has reference to the theory intertextuality is  Ludacris- Act a Fool. This video has reference the movie 2 Fast 2 Furious and has clips from the movie throughout.