Andrew goodwins theory

1. Andrew Goodwin’s Theory.
(5 characteristics)
Andrew Goodwin believed that all music videos should represent stereotypes of their genre e.g. boy bands should
always be on stage with a guitar.
Andrew Goodwin also believed that the sound and visuals in a music video should have a clear relationship between the
lyrics and visuals e.g. a love song should include a couple. This could be represented through the visuals being
illustrative the visuals represent the lyrics; they can also be contradictory this is where the lyrics and visuals are in
contrast ; they can be represented through amplification this is where there is a manipulation between manipulation of
the audience through repetition of key meanings. Finally they can be represented through disjuncture this is where the
songs meaning is ignored.
Andrew Goodwin also believed in notions of looking. This is where we are ‘watching’ the performer and gaining interest
from it.
Andrew Goodwin also believed that there should be a star image which is promotion of the star through the video using
a majority close ups and recurring motifs to represent the artist.
The last characteristic that Andrew Goodwin believed in is intertextuality this is reference to other media texts (such as
other songs, films etc.) that gives the audience a chance to decode the meaning.