Andrew Goodwin wrote a book called 'Dancing in the Distraction Factory'. Goodwin was interested in the visual language and imagery that was implicit and explicit within music videos. He wondered whether music videos reflect the society we live in and whether there was gender inequality and gender power relations within music videos.
Goodwin studied hundreds of music videos when researching his book. He came up with some key codes and conventions that are shared by many music videos. The typical codes and conventions highlighted by Andrew Goodwin are......
There is a relationship between the lyrics and the visuals In this Ali Love video there is a direct relationship between the lyrics and the visuals............ .....In other words you see exactly what he is singing about!
There is a relationship between the music and the visuals <ul><li>This video is all about New York; surprise surprise they filmed it in New York; stylised black and white shoot; edited in time to the beat; effective use of JPEGs </li></ul>
Particular music genres have their own music video style and iconography (visual style) <ul><li>'Typical' RnB video that features a choreographed dance routine; key ingredients of Hip Hop videos include rhyming to camera and plenty of female flesh; Metal videos rely on 'as live' performance (and often blood) </li></ul>Beyonce Single Ladies Music Video: www.youtube.com/watch?v=FyHVQT8aIBM Slayer Bloodline Music Video www.youtube.com/watch?v=vN4EvTgTfH8&feature=channel
There is a demand on the part of the record company for lots of close-ups of the main artist Cheryl Cole Fight for this Love Music Video http://www.youtube.com/watch?v=XMiy_UsrPDs Take That The Flood Music Video http://www.youtube.com/watch?v=aCHg5r6rFoI
The artist may develop their own star iconography, in and out of their videos, which over time, becomes part of their star image La Roux In For The Kill Music Video www.youtube.com/watch?v=JZ1Mi77nogQ La Roux Bullet Proof Music Video http://www.youtube.com/watch?v=EUsbpmQ9-mc
There is likely to be a reference to voyeurism, particularly in the treatment of women, but also in terms of systems of looking (screens within screens, binoculars, film and movie cameras etc.) Benny Benassi Satisfaction Music Video www.youtube.com/watch?v=V5bYDhZBFLA Take That Rule the World Music Video www.youtube.com/watch?v=KII1ruAfvsg
There is likely to be intertextual references, either to other music videos or to films and TV texts Eminem We Made You Music Video www.youtube.com/watch?v=RSdKmX2BH7o Beastie Boys Sabotage Music Video www.youtube.com/watch?v=z5rRZdiu1UE Weezer Buddy Holly Music Video www.youtube.com/watch?v=kemivUKb4f4
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