music video analysis

1. CHEAT CODES – NO PROMISES FT.
DEMI LOVATO
THEORY ANALYSIS

2. ANDREW GOODWIN’S THEORY
Andrew Goodwin’s theory states that music video’s should
avoid common narrative in order for the audience to make up
their own mind about what is being told. He also believed
that narrative and performance work hand in hand to make it
easier for the audience to watch without loosing interest and
that the lip sync must be the heart of the music video in order
for the audience to believe that it is real. The music video
‘No Promise’s’ supports this theory as it does not feature a
common narrative. This allows the audience to be fully
engaged with its lyrics other than its visuals and create their
own meaning for the song. As well as this, the artist’s lip
sync appears to be believable as they make direct address
with the audience. This also allows the audience to identify
with the artist and the song as they feel they are singing to
them.
Goodwin’s theory also states that a music video’s visuals
should illustrate its lyrics. However, the visuals in this music
video contradict the lyrics as the majority of the shots have
little or no meaning. This is because the video is largely
based on its performance aspects and therefore offers no
meaning to the song.
Overall, this music video follows Goodwin’s theory to an
extent as it follows the rule of having no common narrative,
but by following this rule, the video does not illustrate the
lyrics.

3. MULVEY’S MALE GAZE
THEORY
Although the representation
of women may be altered for
male audiences, this video
does not support the ‘Male
Gaze’ theory. Although the
women are dressed in
slightly revealing clothes,
their clothes and bodies are
not the main focus point of
the video. This allows the
artist’s to gain respect from
their audience.
SHUKER’S THEORY
Shuker’s theory suggests
that the representation of
women is aimed at a
heterosexual male
audience, therefore they
are often objectified. This
video doesn’t support this
theory as the artist and
other women featured
don’t dress or dance
provocatively in order to
entertain a male
audience.

4. PROPPS CHARACTER THEORY
Throughout the video, it is clearly evident that Demi is the
leader/hero due to the way that the mise en scene, camera
angles and editing is focused on her. For example, there are
various close up’s of Demi’s face identifying her as the main
artist. Furthermore, the artists always lip sync’s towards the
camera, thus breaking the 4th wall, again reinforcing that she
is the main vocalist.
As well as this, the choreography is organised around
Demi as she appears to be central in various shots. This
demonstrates that she is the leading protagonist as
everyone else’s sole responsibility is to create an energetic
atmosphere.