Andrew goodwin’s theory

1. Andrew Goodwin’s theory

2. Principles
Andrew Goodwin suggested there were 6
main principles amongst music videos these
are;
O Genre characteristics
O The relationship between lyrics and
visuals
O The relationship between music and
visuals
O Iconography/artist image
O The voyeuristic treatment of the female
body

3. Rita Ora – Shine Ya Light
This is the video I will be applying Andrew Goodwin’s
theory to.

4. Genre characteristics
In order for music to be identifiable each genre of
music has different characteristics. The video for
‘Shine Ya Light’ contains characteristics of a pop
genre e.g.
O Bright colours
O Focus on the artist
O Trendy, stylish outfits
O Fun & happy atmosphere
O reference to love
O Narrative based

5. The relationship between lyrics and visuals
At 1:30 Rita is amongst a crowd mainly
of children and is encouraging them to
be happy and have fun. All the kids have
their arms in the air and appear to have
Been given a boost of confidence which
could be what Rita meant in her lyrics
‘set the world on fire’. This could have
meant you can be/do anything you want. The world is your
oyster.
At 2:26 the lyrics are ‘Shine Ya Light’ and
Rita is in the middle of a road at night
with mainly motorbikes behind her all of
which have their blue flashing lights on
and their headlights. Therefore these
Visuals amplify the lyrics.

6. The relationship between music and visuals
The music could be shown to illustrate, amplify, contradict the
visuals or cut in time to the music.
There is a strong relationship between the music and the
visuals which is evident in the music video through the use of
cutting. Throughout the music video there are a number of
cuts where one scene is being shown and then its cut to
another scene in time with the music. As a result the visual
and the music is strengthened as both are working together
and the music isn’t seen at any point to be contradicting the
visuals, making the overall music video more succinct and
therefore more enjoyable/engaging for the viewers. If the
music video wasn’t succinct there could be a risk of the music
video appearing to be produced by an amateur which could
have led to less popularity regarding the actual music
therefore its vital there is a strong relationship between the
music and the visuals.

7. Iconography/artist image
In order to create a star image the artists
record label will ask Rita for lots of close
ups
Rita Ora has a strong star image as she is recognisable and
appears powerful/strong in her music videos. She also has
Distinctive features which are apart of
Her identity which also help to
strengthen her image as an artist these
include, red lipstick and bleach blonde
curly hair.

8. The voyeuristic treatment of the female body
This is when the female is objectified so that the male viewer
is satisfied (male gaze)
An example of the voyeuristic treatment of the female body in
the music video ‘Shine Ya Light’ is when Rita Ora is on her
own with a city setting behind her and she appears to be
wearing clothing which is quite revealing as she has a lot of
flesh on show. There are also quite a few close ups of her
body as she is dancing to the music which could also be
considered as voyeuristic.

9. Intertextual reference
Intertextual references refer to using ideas from already existing
material such as TV shows, games, films and other music videos.
In terms of intertextuality Rita Ora’s appearance seems to be
similar to other artists that are part of the hip hop genre for
example Kanye West who is part of the hip hop genre is regularly
featured wearing heavy gold jewellery and he is said to wear
‘gangster’ clothing, stereotypically these features are said to be
part of the hip hop genre. Both of which Rita Ora is seen to be
wearing in her music video, ‘Shine Ya Light’ which makes her
appear strong as a person but her clothing choices still make her
quite feminine.