2. Goodwin’s Theory
Goodwin’s theory is based on eight key principles:
Links between music and visuals
Links between lyrics and visuals
Genre characteristics
Intertextual references
Notions of looking
Voyeurism
Demands of the record label
Performance based, narrative based or concept based
music videos
4. Music and visuals
Goodwin’s theory states the link between the
music and visuals can be complimentary,
contradictory or amplification. Although it is pop
music, this particular song of Beyoncé's is
extremely slow and almost classical with its style,
with explicit instruments used such as the violin
rather than computerised noises that are often
used in modern pop music. Therefore I believe the
slow paced and simplistic visuals used in the video
such as plain sets compliment the music. Beyoncé
also does more contemporary/balletic dancing
throughout the video, and her and the male
character to a classical ballroom style dance
furthermore complimenting the music style.
5. Lyrics and visuals
Goodwin suggests that the visuals on screen during the
music video will constantly be in relation and in reference
to the lyrics. An example of where this is explicitly shown is
in Beyoncé's video “Halo”. The lyrics are largely
surrounded by the theme of love, and the feeling to have
found the perfect soul mate. Throughout the whole song
and specifically lyrics such as; “You’re everything I need
and more, it’s written all over your face, baby I can see
your halo, I pray it wont fade away” videos of close
interaction and passion are displayed. This relaxed
atmosphere yet intense love and compassion exhibited
therefore reinforces and relates to the lyrics persistently.
6. Genre characteristics
For each genre of music such as rap, hip hop, indie and
rock there are many characteristics that are often
associated with it. For example in a typical rap music video
one would expect to see urban scenes, lots of chains and
bling and hooded jumpers etc.
Stereotypical features of pop music such as Beyoncé's
songs include romance, love, natural scenes with large
amount of space or parties, happiness, freedom,
fashionable and fitted clothing. Pop music is often feel
good and strives to promote these factors in order to
enable a widespread audience to enjoy the participation in
the video. All of these characteristics can be found in the
majority of pop music videos, including Rhianna, Lady
GaGa and Katy Perry.
7. Intertextual references
Goodwin’s theory suggests that music videos are likely
to have references to other music videos, films or TV
texts, however Beyonce Halo does not have this.
A music video where this is strongly apparent is
Eminem’s “We made you”.
The song is based on mockery of other celebrities and
singers, therefore there are many intertextual visual
references to people pretending to be them in one of
their own music videos and films.
https://www.youtube.com/watch?v=RSdKmX2BH7o
8. Notions of looking
Goodwin’s idea of “notions of looking” plays on the idea of gaze and the
manner in which particular characters in the video are perceived. An
example of this which specifically stood out to Goodwin was women being
represented as objects. Notions of looking however does not just comply to
women and could be about men being replicated to be cheaters etc.
In this particular video (Beyoncé-Halo) the representations are of one male
and female; a couple. The shot distribution on both characters are more or
less equal, and happiness and content is persistently displayed throughout
the video. They only come into contact with each other and often
romantically interact with one another. This therefore replicates neither to
be better than another, and both to be faithful, passionate and romantic.
In some shots however the male character is on a balcony above Beyonce,
watching her every move, which in this instance is mainly dancing. This
replicates the male to be slightly dominant and possessive; which are
stereotypical traits of the male gender in a relationship.
9. Voyeurism
Goodwin’s theory states that there is likely to be
a reference to voyeurism, particularly in the
treatment of women. In this music video, this is
explicitly achieved with the male character on a
balcony above Beyonce, watching her every
move which in this instance is mainly dancing.
This replicates the male to be slightly dominant
and possessive over his ‘loved one’ but may also
just imply his passion and concern for her.
It does not however always have to be in the
treatment of women and could be in terms of
systems of looking (e.g. Screens within screens
etc)
10. Demands of the record label
Record labels to a certain extent have control over the
artist whom they sign. Ultimately, they have the ability
to decide what the artist should be represented as in
their belief. For example the record label may wish for
a female or male artist to appear seductive in order to
reach their target audience; one which Beyonce is
often represented as in videos such as “Best thing I
never had” and “Partition”. However the lack of
makeup, outfit and hair effort and simplicity of the
video indicates the record label wished for Beyonce to
be represented as pure, maybe to reinforce the
romance theme within the video and song.
11. Structure
This particular music video and most music videos tend to be
narrative. Narrative music videos can either be linear (tells a
story from start to end), or fragmented (tells a story but not
necessarily in the right order). Beyonce Halo is an example of
a fragmented music video, as it represents a couples
relationship in bits and pieces, however does not tell the story
of their love from when they met in chronological order. This
is the way most of Beyonce’s and indeed other mainstream
artists choose to structure their videos.
Other genres of music such as rock music often choose to
structure their video as a performance and do not choose to
have a particular storyline, in order to make the music more
atmospheric and pure for its meaning.
