ANDREW GOODWIN THEORYBy Chelsie Godfrey

ANDREW GOODWIN BELIEVED THAT THERE WAS 7 KEY ASPECTS TO EACH MUSIC VIDEO:These being: Music videos demonstrate genre charateristics.

(E.g performance, dance routine, etc.) The relationship between lyrics and visuals. There

actions should represent the lyrics. The relationship between music and visuals. The

tone and atmosphere of the music. The demands of the record label (E.g. different

camera shots and angles) Voyeuristic treatment of the female body. An iconic action that the artist/band might carry

out. Intertextual references (E.g. films, TV shows, etc.)

SHAKE IT OFF BY TAYLOR SWIFT Is the music video I will be analysing

following Andrews theory will be ‘Shake it off ‘ by Taylor Swift. Taylor is an American singer-songwriter. Shake it off was also released as a single. This artist also falls under the category of pop music.

DEMONSTRATION OF GENRE CHARACTERISTICS: As ‘shake it off falls under the pop category according

to Goodwin’s theory this music video should apply some of the typical conventions of pop music videos.

For example Goodwin’s theory would apply to Taylors music video as there are many dance routines carried out. Another characteristic that would apply would be the bright colours used. Pop songs tend to use brightly colour costumes or backdrops. This is to project the fun, upbeat feeling to the audience and to enforce the pop genre.

RELATIONSHIP BETWEEN LYRICS AND VISUALS. LYRICS BEING REPRESENTED BY IMAGES/ACTIONS: This song is performance based and therefore

illustrative. There is no story line to follow for this song. Which means the action in which she is carrying should match the lyrics she is singing. The chorus of the song in ‘shake it off’ as she is dancing and having fun we could say this is her actions to shake it ‘off’. One of the lines in her song is also ‘make the moves up as I go’ which could explain the upbeat dance which then follows to ‘I never miss a beat’ which sound more choreographed representing the ballet dance.

RELATIONSHIP BETWEEN THE MUSIC AND THE VIDEOS. ATMOSPHERE AND TONE: The song is written to be fast past and upbeat. There for the

choreographing and actions in this music video must represent this. Shack it off has a lot of quick/jump cuts in order to keep up with the pace of the song. These cuts will also have to match up with the beat and rhythm of the song otherwise it would look unprofessional. Therefore this supports Goodwin’s theory and matches the tone and atmosphere of the music.

A relationship is also built when Taylor breaks the 4th wall with close ups of her singing and able to see if the actions she is doing matches the lyrics.

THE DEMANDS OF THE RECORD LABEL: With the use of mid shots and close ups used this

enables Taylor to create a bond with her audience because they will feel more included from the 4th wall being broken. This also allows us to make she that the audiences main focus is on Taylor Swift. Taylor does not peruse any motifs in this particular music video because of the amount of actions she is doing.

VOYEURISTIC TREATMENT OF THE FEMALE BODY: In this music video Taylor tends to watch the dancers as well

as dance herself. This also makes the audience look at what Taylors looking at as she is the main attraction. But on the other hand this could mean she is trying to copy the other dancers in order to know what to do. But doesn’t fail to keep contact with the audience.

This music video is not over sexualised and is quite innocent. There is no voyeuristic treatment of the female body. But there is one section of this music video that could come across as inappropriate.

ICONOGRAPHY ACROSS TAYLOR SWIFT’S WORK: Not only does Taylor Swift belong to the pop category but

also falls under other genres. E.g. she has songs that falls under country music. But she does prefer to create pop songs for her target audience. And would like to create just pop songs, therefore if she did have any motifs before these would not be carried over into ‘Shake it off’. She may have even created her own style in the music video. Although she changes outfits throughout she does remain to have red lipstick all the way through.

THERE ARE OFTEN INTERTEXUAL REFERENCES: Taylor’s ‘Shake it off’ music video could be linked to various

films. Such as:

The street dance and ballet theme could be linked because in these films there is a competition between two dance squads and they combine street dance and ballet within the routines. Therefore Taylor might be aspiring to be like them.