Andrew Goodwin Theory.By Faith Roberts.

FIVE KEY POINTS TO FOCUS ON…

• Music videos demonstrate genre characteristics.• Relation of visuals to the song.• Star Image.• Intertextual references.• Voyeuristic treatment of the

female body.

MUSIC VIDEOS DEMONSTRATE GENRE

CHARACTERISTICS.

Andrew Goodwins theory simply states that music videos demonstrate genre characteristics, such as boy/girl bands learn dance routines that go with the song they are singing or there is stage performance in metal/rock videos.

•For example in the song 'Wings by Little Mix' the group perform a Hip-Hop dance infront of a group of male dancers with a pink Union Jack flag in the background, then followed by a chair-dancing sequence. The video begins with close-ups of each member performing in front of backdrops matching their outfits, this links in with the demand of the record labels need for close ups.http://www.youtube.com/watch?v=c

OQDsmEqVt8

In music videos there can be a relationship shown between lyrics and visuals, such as the lyrics are represented with images which

are either illustrative or contradicting. The lyrics can create a narrative to the video and also creating an imagery for the video. This makes the visuals easier to create for the artist because they

have the lyrics to go off of. There can also be a relationship between the music and the visuals, where the tone and atmosphere of the visuals reflect the music again either

illustrative or contradictive. For example, the music’s tempo could be really quick which could match the fast paced editing of the video. However there could be a music video where the lyrics and music don’t match the visuals this is called contradicting or disjuncture, the meaning of the song is totally ignored and the

visuals are made up of what the artist wants to produce.

RELATION OF VISUALS TO THE SONG.

Star Image creates character to the music artist and to their personality. It describes the stars development over time, this is called meta narrative and it has an important part to play

in the music video production process, as it keeps up the reputation of the artist meaning they’re not losing fans.

Adding character to their personalities makes the audience feel as if they have a personal connection to the artist and

they feel like they can relate to them more. For example, if an artist does something wrong like take drugs they use their star image to rebuild their reputation by creating the same

music they always have done.

STAR IMAGE.

Intertextuality can either be other music videos within the video, films or TV texts. This can relate to the audience

because if the music video has something from a TV programme they like they could most likely relate to it and want to watch the video for entertainment. Clothing brands

can also be intertextuality, the artist could be wearing a specific clothing brand e.g Hollister or Adidas, this could also relate to the audience or make more people want to watch it if they really like that clothing brand because they feel like

the artist has the same fashion taste as them, it could attract a wider range of audience.

INTERTEXTUAL REFERENCES.

The theory also shows there is frequent reference of voyeuristic treatment to the female body. This is shown in a

lot of both men and women's music videos. A well known voyeuristic music video is Eric Prydz- Call On Me, the video

is of an aerobics class with the women wearing basically nothing but tight leotards which show off a lot of flesh.

Camera angles and shots also emphasise the women's bodies in a sexual way, birds eye view shots and low angle shots are

used to get the women’s whole bodies on screen, making them look dominant and sexual. The dance movements within the video also create a sexual atmosphere as they move very

slow and flawlessly making it rather erotic for viewers especially males.

VOYEURISTIC TREATMENT OF THE FEMALE BODY.

http://www.youtube.com/watch?v=L_fCqg92qks