2. Goodwin’s Theory
• Majority of the PowerPoints contained the same basis, the explanation of what Goodwin’s theory
was with different examples and in different forms. The first with pop music and Katy Perry,
second with R&B and the third with all sorts of examples.
• If we are looking at the PowerPoint as a whole then there are many differences, the way they are
presented the different genres and the different ways they are perceived by their analysers.
• The main features of Goodwin’s theory were,
• Links between visuals and the song,
• Intertextual references,
• The artist being heavily featured in majority of the video and often as the protagonist making
sure all attention is focused on them,
• Demands of the record label.
3. Hall’s Theory
• Again with Goodwin’s they contain the same basis but many more parts are
different rather than the same.
• Different parts include the layouts and again the examples, some parts were more
complicated than other though and more often than not explained in detail.
• Hall’s theory comes down to:
• The theory is mostly about how important cultural factors are in representation,
• Another important factor is context, time, space and dimensions within videos.
• His main study is how cultural differences are represented in music videos and how
that is communicated to an audience.
4. Mulvey’s Theory
• The “Male Gaze”,
• Mulvey’s theory is that everything is seen through a “Male Gaze” in
cinematography. This means that everything we view, music video or film
wise is seen through a heterosexual white male’s view of the world because
that’s the main audience which is why women are always exploited for their
body in majority of movies, music videos and TV.
5. Examples of Mulvey’s Theory
• Some examples to refute her theory of this are:
• https://www.youtube.com/watch?v=-MsvER1dpjM - Demi Lovato - Sorry
Not Sorry
• This is a brilliant example of a music video with a song from a women who
is popular in the pop culture genre and in this she and other women are
sexualised and put in outfits that extenuate certain body parts that would
appeal to a heterosexual man.
6. Examples that people have made to dispute this
theory.
• https://www.youtube.com/watch?v=XYAghEq5Lfw - Troye Sivan – YOUTH
• Youth is Troye Sivan’s music video, it’s all about growing up and him being in love
with a guy which is definitely not a heterosexual view on a music video.
• https://www.youtube.com/watch?v=mPRy1B4t5YA - Charli XCX - Boys [Official
Video]
• Charli XCX’s video Boys may sound like it’s going to be a prime example to refute
Mulvey’s theory but instead, Charli flipped the theory on it’s head and had guys in all
the situations we would usually see women in, exploiting them and that’s why I like
it so much.
