Goodwin Theory

Andrew Goodwin Music Video Theory

Conventions
1. Relationship between the lyrics and the visuals
This convention explains how Goodwin noticed a music videos visuals either had a complete similarity or direct contrast to the lyrics of the songs.


2. Thought beats - relationship between the music and the visuals
Goodwin identified that the visuals within a music video may be edited in time to the lyrics/change in pace of the song. He also stated that these visuals are commonly repeated within a chorus to emphasise the repetition in lyrics and beats.


3. Genre- related style and iconography
Goodwin recognised that most artists have a trend of repeating certain actions within their music videos in order to establish this as their 'trademark' action and therefore making their songs recognisable due to it reoccurring often.


4. Multiple close-ups o the main artist or vocalist
Goodwin identified that it is a common feature for record labels to use close ups of the artist/vocalist in order to promote the sales in the single.


5. Voyeurism often plays a major part (especially females)
Goodwin recognised that many music videos included voyeuristic angles of women in order to entice a male audiences interest in the artist and also the lyrics to which these shots represent.


6. Intertextual references to other media texts may be present (especially in humorous videos)
Goowin recognised that I was no uncommon to recognise either the visuals or lyrics of a song to be a direct reference to another media text.