2. Theorist: Andrew Goodwin
• A relationship between the lyrics and visuals (illustrating, amplifying
or contradicting the lyrics)
• A relationship between music and visuals
• Particular genres may have their own video style and iconography
• A demand from the record company for lots of close-ups of the main
artist
• Artist develops their own star iconography in and out of their videos
• Intertextual references
• Reference to voyeurism (screen within screen, binoculars, cameras…)
3. A relationship between the lyrics and visuals
(illustrating, amplifying or contradicting the lyrics)
10. A demand from the record company for lots of
close-ups of the main artist
11. Reference to voyeurism (screen within screen,
binoculars, cameras…)
• The notion of looking or being looked at
• Women often subjected to voyeuristic treatment
• Sense of watching someone
• Laura Mulvey
12. Intertextual references
• Influences mainly from fashion, film and art photography
• Specific catwalk references
• Now video games to appeal to a younger demographic
14. Pastiche
• Pastiche is the imitation of a text’s features by
another text.
• It could be in the same style or feature similar motifs
or even be a copy of the original.
• Sometimes a pastiche copies the style from a period
in time.
15. Parody
• Parody is pretty much the
same but is a comic version
of the original.
• Parody often exaggerates
features of the original.
• Anything that takes itself
too seriously is up for
parody.
• Can be used to present a
viewpoint
16. Homage
• This is when the video pays tribute to another media text
17. Referencing
• This is when particular elements of the video borrow from other texts
• This could be a prop, costume, or hair style.
18. Intertextuality
• These four types of intertextuality do not have to exist exclusive of
one another
• A video can be a mix of any four
19. GUIDE
• Relationship between lyrics and visuals (illustrating, amplifying,
contradicting)
• Relationship between music and visuals (editing to the beat…)
• Similarity to advertising (close up shots)
• Star image development (how does the company sell the artist – look at
mise-en-scene and camera)
• Music video genres and their styles e.g. sweeping panning movements in
rock videos, low angle shots on performers in hip hop.
• Intertextuality
• links to other artists – how does this lend to their star power?
• Techniques such as green screen, screen within screen (voyeurism),
animation
