Andrew Goodwin's Theory

Andrew Goodwin's Theory

Andrew Goodwin identified a number of ley features which distinguish the music video as a form:
There is a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics & the music. He says that music videos are often constructed by the link between the visuals, song plus the artsist. The relations are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Also voyeurism is used to increase the video's attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos. In addition intertextual references, either to other music videos or to films and TV texts, these provide further gratification.

Notions of Looking

Most of the time wee see the artists looking directly in the camera, their eyes focused on us. Its like they are talking directly to us, audience. Having a personal connection with the audience.

Visual and Lyrics

The words and the scene links with the video. Also as the artsist sings, the words appear on the screen, emphasising what he says.

Characteristics

There is always a female dancer in a music video, this is a common feature in a video. Also we understand what kind of genre it is by the costumes the artists wear and by how they dance.