Andrew Goodwin and his 7 principles of music videos.

1. Sam McNamara – Media Studies
Andrew Goodwin
 Came up with the codes and conventions, as well as a definition for a music
video
 He is a post-modern theorist
Afteryears ofresearch into music videos, Goodwinpublished a book in 1992 called ‘Dancing
in theDistractionFactory’.
Codes and conventions of music videos:
1. Music videos have genre-based characteristics
 Eg)stage performance in metal/hardrock videos
 Eg)Dance routines for boy/girlbands
 Eg)Bling in hip-hop/gangstarap videos
2. Relationship between lyrics and visuals
 Illustrate
Music videos use certain images and shots to illustrateor explain the
meaning of thelyrics to theirsongs and thegenre.
 Disjuncture
In thissituation, themeaning of thesong is completely
ignored/contradicted bythevisuals
 Amplify
Repeatability,whenimages are manipulated/repeated throughout
thevideo and becomedrummed into our vision
3. Relationship between the music and visuals
 Illustrate
Music videos use certain images and shots to illustrateor explain the
meaning of thelyrics to theirsongs and thegenre.
 Disjuncture
In thissituation, themeaning of thesong is completely
ignored/contradicted bythevisuals
 Amplify
Repeatability,whenimages are manipulated/repeated throughout
thevideo and becomedrummed into our vision
4. Demands of the record label to present the brand leads to excessive
close up shots of the artist
5. Artist iconography/motifs/visual style
6. Objectification of the female body
7. Intertextual references – film/TV/pop culture