2. Voyeurism
This one of Andrew Goodwin’s
music video conventions.
Voyeurism is the notion of
spying/looking on someone . Music
video tend to apply this convention
using handheld cameras, screens
within screens, telescopes and
mirrors.
This convention is used to
represent artists in a sexualised
and provocative manner using high
angle shots.
This convention is apply to promote
and a sell an artist image through
sex appeal using close-ups
3. Andrew Goodwin believed it is
important the main artist
stands out; she/he is the centre
of attention. The star image
should be unique. The way
he/she dresses can give them
a star image.
In the music video ‘Ego’ by
Beyonce, she is positioned in
the centre sitting on a chair
whilst the other girls are
standing behind her. This is an
example of making the artist
the centre of attention.
E.g. Lady dresses extraordinary
costumes in her music video, in the
telephone music video ft Beyonce she
dresses in bizarre costumes. The idea
of applying a star image helps
promote the artist in the public’s eyes
and helps crates a reputation for the
artist.
Star image (protagonist)
4. Narrative and performance
Andrew Goodwin believed it is vital
music videos involves either a
narrative; a short story or dance
performances. This convention gives
the audience a special relationship
and understanding of the song. The
music video ‘Love story’ by tailor swift
uses a narrative. This engages the
audience to watch the music video
and make the music video more
remarkable.
5. A relationship between the lyrics and the visuals
This one of Andrew Goodwin’s music video
conventions. This when the music video links
with the lyrics of the song. Music video tend
to have a relationship with the lyrics and the
visual which illustrates, amplifies or
contradicts the lyrics.
The ‘Price Tag ’ music video by
Jessie J. In the music video as
shown Jessie J sings ‘its not about
the money’, this contradicts with the
visual where she sings under a tree
make up with money.
6. Inter-textual references
This one of Andrew Goodwin’s music video
conventions. Music video tend to apply Inter-textual
references to films, cartoons and comics.
E.g. the ‘independent woman’ music video by
Destiny Child applies inter-textual references from
the Charlie’s Angels film. Another example is the
‘without me’ music video by Eminem, he uses inter-textual
references from the batman comic.
