Andrew Goodwin's Theory

1. ANDREW GOODWIN’S THEORY
Analysing Music Video’s

2. GENRE CHARACTERISTICS
Goodwin suggests that dependent on the artist and their genre, the artist’s music video will
demonstrate characteristics associated with that genre. For example think of a hip hop video, you
would expect to see a ‘ghetto’ and ‘gangster’ lifestyle (money, drugs, exploitation of women) –
whereas for a metal video you would expect to see the band doing a stage performance.
Hip-Hop;
Metal;

3. LYRICS AND VISUALS
Goodwin suggested that there was a link between the lyrics of a song and its
music video. This link could be:
• illustrative – where everything in the video is created on the sole basis of
the lyrics
• amplifying – where the video will add extra meanings which are not
necessarily found in the lyrics.
• contradicting/disjuncture – where the images in the video have no
apparent link to the songs lyrics.

4. VOYEURISM
In music videos, voyeuristic treatment (the practice of obtaining sexual gratification by looking at
sexual objects, acts etc.) of the female body and the notion of ‘looking’ frequently occur. This
practice can be reinforced through props, mirrors, binoculars and screens for example. Voyeurism
is widely used to sell an artist’s music through sex appeal.

5. VISUAL STYLE
The record label the artist is signed to will have certain demands which will often include the
needs for close ups.
Whatever image and visual style the artist is to obtain will reoccur across a lot of their work.
Beyoncé's image requires lots of close ups;
Lady Gaga’s eccentric image is consistent;

6. INTERTEXTUAL REFERENCES
An intertextual reference is when a piece of music is directly related to a film, programme etc.
This is so that audiences feel a sense of being ‘in the know’.
For example Destiny’s Child – Independent women from Charlie’s angels,
Charlie XCX – Boom Clap from The Fault in Our Stars or Demi Lovato – Let it Go from
Frozen.