Andrew Goodwin's Theory.

1. Andrew Goodwin
Theory.
By Faith Roberts.

2. FIVE KEY POINTS TO
FOCUS ON…
• Music videos demonstrate genre
characteristics.
• Relation of visuals to the song.
• Star Image.
• Intertextual references.
• Voyeuristic treatment of the female body.

3. MUSIC VIDEOS DEMONSTRATE
GENRE CHARACTERISTICS.
Andrew Goodwins theory simply states that music videos demonstrate
genre characteristics, such as boy/girl bands learn dance routines that
go with the song they are singing or there is stage performance in
metal/rock videos.
•For example in the song 'Wings by Little Mix' the group perform a
Hip-Hop dance infront of a group of male dancers with a pink Union
Jack flag in the background, then followed by a chair-dancing
sequence. The video begins with close-ups of each member
performing in front of backdrops matching their outfits, this links in
with the demand of the record labels need for close ups.
http://www.youtube.com/watch?v=cOQDsmEqVt8

4. In music videos there can be a relationship shown between lyrics and visuals,
such as the lyrics are represented with images which are either illustrative or
contradicting. The lyrics can create a narrative to the video and also creating an
imagery for the video. This makes the visuals easier to create for the artist
because they have the lyrics to go off of. There can also be a relationship
between the music and the visuals, where the tone and atmosphere of the visuals
reflect the music again either illustrative or contradictive. For example, the
music’s tempo could be really quick which could match the fast paced editing of
the video. However there could be a music video where the lyrics and music
don’t match the visuals this is called contradicting or disjuncture, the meaning of
the song is totally ignored and the visuals are made up of what the artist wants to
produce.
RELATION OF VISUALS TO THE
SONG.

5. Star Image creates character to the music artist and to their personality. It
describes the stars development over time, this is called meta narrative and it has
an important part to play in the music video production process, as it keeps up
the reputation of the artist meaning they’re not losing fans. Adding character to
their personalities makes the audience feel as if they have a personal connection
to the artist and they feel like they can relate to them more. For example, if an
artist does something wrong like take drugs they use their star image to rebuild
their reputation by creating the same music they always have done.
STAR IMAGE.

6. Intertextuality can either be other music videos within the video, films or TV
texts. This can relate to the audience because if the music video has something
from a TV programme they like they could most likely relate to it and want to
watch the video for entertainment. Clothing brands can also be intertextuality,
the artist could be wearing a specific clothing brand e.g Hollister or Adidas, this
could also relate to the audience or make more people want to watch it if they
really like that clothing brand because they feel like the artist has the same
fashion taste as them, it could attract a wider range of audience.
INTERTEXTUAL REFERENCES.

7. The theory also shows there is frequent reference of voyeuristic treatment to the
female body. This is shown in a lot of both men and women's music videos. A
well known voyeuristic music video is Eric Prydz- Call On Me, the video is of
an aerobics class with the women wearing basically nothing but tight leotards
which show off a lot of flesh. Camera angles and shots also emphasise the
women's bodies in a sexual way, birds eye view shots and low angle shots are
used to get the women’s whole bodies on screen, making them look dominant
and sexual. The dance movements within the video also create a sexual
atmosphere as they move very slow and flawlessly making it rather erotic for
viewers especially males.
VOYEURISTIC TREATMENT OF
THE FEMALE BODY.
http://www.youtube.com/watch?
v=L_fCqg92qks