Andrew Goodwin's Theory

"Music Videos ignore common narrative as they are essentially advertisements. As consumers, we make upour own meaning of a song in our minds; a music video can anchor meaning and gives the record company or Artist a method of anchoring meaning" Andrew Goodwin

Goodwin Identified 6 Parts of this Theory-

+ There is a relationship between the visuals either illustrating, amplifying or contradicting the Lyrics.
This Convention explains how Goodwin noticed a music videos visuals either have a complete similarity or direct contrast to the lyrics in the song.

Example
Lady Gaga Feat Beyonce- Telephone.
'Stop Telephoning Me'







+ There is a relationship between music and visuals again, either illustrating, amplifying or contradicting the Music.
Goodwin Identified that the visuals within a music video may be edited in time to the lyrics/ change in the pace of the song. He also stated that these visuals are commonly repeated within a chorus to emphasize the repetition in lyrics and beats.

Michael Jackson-Thriller
This music video shows this very well as the iconic dance moves to the strong beat provides a clear link for the audience to the music heard.






+ Music Video's demonstrate genre characteristics; their own music video 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 recurring often.This represents the style of the music the artist is representing and is a marketing strategy in order to be remembered in later years. Genre is also known by location, for example songs within the Indie genre are often filmed in an abandoned and lonely place to convey an individual in an isolated location.

Katy Perry- The One that Got Away
This represents Genre Characteristics as it is a Pop song, that can easily be related to teens/ young adults and girls about their 'young first love' that they will never forget. They potentially may of made them excited but this didn't last as they were young. This is also around the time Katy Perry went through her own relationship problems.



+ Demands Of the Record Label will include the need for loads of close ups of the artist/vocalist.
Goodwin found that many music videos include the voyeuristic idea with the Artist by watching them throughout their Music Video. This will show the Audience the Artists motifs and represent them in the way they want.

Beyonce- When I was A Boy
This video portrays this convention very well, as so does many of Beyonce's music videos. It shows the emotion of the Artist especially in a narrative story. It also shows how the Artist has a raw voice that she wants to show her audience.




+ They frequently refer to the notion of looking and particularly voyeuristic treatment of the female body
Goodwin recognised  that the convention of voyeurism is used in order to show the Artist throughout the video but it is most common with female artists as provocative angles are often used to sexualise the Artist following 'Laura Mulvey's Male Gaze Theory' causing a fetishation from the audience towards the Artist.

Robin Thicke's- Blurred Lines
This is a perfect example of how the female body is shown throughout a music video. Robin Thicke is a Male Artist who will attract Females and Males, but with the use of this Music Video he will attract a lot of Male Attention.




+ Inter textual of other artists products and text
Goodwin recognised that it was not uncommon to recognise either the visuals or lyrics of a song to be an exact reference to another media text. This is used to engage the audience and and provide them gratification if they recognise it.

Madonna- Material Girl
This Music Videos includes the intertextuality of Marilyn Monroe's Movies. This conveys a reference to these times in her music videos to the audience.