2. Andrew Goodwin identifies 5 features that the
majority of music videos have or include and
what we should be looking out for:
๏ Thought bets- seeing the sounds
๏ Narrative and performance
๏ The Star Image
๏ Relation of visuals to song
๏ Technical aspects of the music video
3. The 5 features are self explanatory and
together they make up Goodwinโs theory
on music videos and how music videos
need at least one of these things to be
successful. This can apply to all the
concepts as these techniques may be used
to represent something specific or even
be a stereotype for a genre.
4. The theory suggests that the mass media could
influence a very large group of people directly
and uniformly by โshootingโ or โinjectingโ them
with appropriate messages designed to trigger a
desired response.
This could be applied to any concept as everything
you will have done in your music video will be
for a reason and also to try and get a message
across to your audience (for example the
storyline you have chosen.) You can also link this
to the other media products you created too
such as the digipak and magazine advert thus
backing up your points further.
5. Uses and gratifications theory is an approach
to understanding why and how people
actively seek out specific media to satisfy
specific needs. It can be broken down into
five uses. The audience wants to:
๏ be informed or educated
๏ identify with characters of the situation in
the media environment
๏ simple entertainment
๏ enhance social interaction
๏ escape from the stresses of daily life
6. This can apply to all the concepts too as you
talk about how you have tried to attract the
audience youโve chosen and which method
you want them to be attracted to it out of the
list that makes up the uses and gratifications
theory. You can talk about how you made
subtle messages to draw in the audience and
make them think that theyโve chosen your
product without any influence.
