2. Goodwin’s Music Video Theory
Goodwin created a number of ‘codes and conventions’ that he
believed many music videos have in common:
1. Music videos demonstrate certain genre characteristics.
2. There is a relationship between lyrics and visuals.
3. There is a relationship between music and visuals.
4. The demands of the record label will include the need for
lots of close-ups of the artist.
5. The artist may develop motifs or iconography that recur
across their work (a visual style).
6. There is frequent reference to the notion of ‘looking’ and
particularly voyeuristic treatment of the female body.
7. There are often intertextual references – mostly to film,
television and popular culture.
3.
4. Applying Goodwin’s Theory to
Wild Wild Love
Music videos demonstrate certain genre characteristics.
There are many evident characteristics of the pop genre
throughout the video. For example, there are various long
shots of the dancers’ bodies. Additionally, there is a lot of
sex appeal in the video, which is something that
stereotypically, people have come to expect of the pop
genre.
5. Applying Goodwin’s Theory to
Wild Wild Love
The demands of the record label will include the need for
lots of close-ups of the artist.
The record label has clearly asked for close-ups of Pitbull
and the GRL dancers. The purpose of this is in order to
promote the stars of the music video and thus, make
them more recognisable in the media. Eventually, this will
lead to a higher popularity.
6. Applying Goodwin’s Theory to
Wild Wild Love
There is frequent reference to the notion of ‘looking’ and
particularly voyeuristic treatment of the female body.
The male audience has the pleasure of looking due to the
sex appeal of the girls and playboy girls in the video.
Essentially, many of the females in the video are
objectified and are intended to encourage the male gaze.
