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Andrew goodwin and laura mulvey
- 1. Andrew Goodwin and LauraMulvey Music Video Theory
- 2. Andrew Goodwin Musicvideosdemonstrategenrecharacteristics(E.g.stageperformanceinmetal videos,danceroutineforboy/girlband,aspirationinHipHop). Every typeof music has a certain type of genre and within these genres there are certain characteristics that outline and demonstrate to the audience, for example this is a Pop, Rock and Classical music genre. It is key for a music video to show these genre characteristics in a music video. For example a Pop video would have lots of colour and performance which creates the outfit for the song.
- 3. Thereisarelationshipbetweenlyricsandvisuals.Thelyricsarerepresentedwith images. For most musicvideos they have a link with the lyrics and the visuals to create a music video people will enjoy. This means that what you are seeing in the music video is explaining what the lyrics are saying. For example in Taylor Swifts song ‘Shake it off’ you are presented with her dancing and shaking herself around with other people. This music video clearly has a link with the lyrics as she is shaking and the lyrics keep saying ‘shake it off’.
- 4. Thereisarelationshipbetweenmusicandvisuals.Thetoneandatmosphereofthe visualreflectsthatofthemusic. Another vital featureof a music video is the link between the actual music piece and the video, especially when considering the main purpose of the video itself is to promote the song on which it is based on. This is done successfully by ILLUSTRATING, AMPLIFYING or CONTRADICTING the message of the music piece. This is commonly done through cutting to the beat of a song. For example, is a song is upbeat and exciting the video is generally expected to illustrate or amplify a similar tone in a visual format. A good example of this is Iggy Azalea’s ‘Work’. Also, through this video you can see how the visuals are built up around the structure of the song, meaning the most upbeat parts are the most lively, colourful and visually alluring.
- 5. Thedemandsoftherecordlabel. Goodwin's theory statesthat, despite whatever the meaning of the song or music video may be, a record label must profit from the release of a music video. The music video will include lots of close- ups of the artist and the artist may develop a topic that reoccurs throughout their work (e.g. another music video or album art.) A music video that demonstrates the forth of Andrew Goodwin's conventions is ‘love the way you lie’ by eminem ft. Rhianna. The music video includes vast amounts of close-ups of both artists despite the narrative between the couple, who are continuously fighting about their relationship. Unsurprisingly, a majority of the video is of only the two artists, in an attempt to advertise themselves and their music.
- 6. Thenotionoflooking(Particularlyvoyeurisminwomen) Often the artistwill look directly to the screen (or through an object such as a mirror), to make a connection with the audience. Although, in some cases this is done in the form of voyeurism. In that, the artist (highly likely to be a female) looks to screen to sexually arouse the viewer. A music video that demonstrates this is ‘wrecking ball’ by Miley Cyrus. The first shot of the music video is Miley Cyrus’s eye contact with the camera, this reoccurs throughout the video: through this she makes an early connection between herself and the viewer. Voyeurism plays a large part within the music video, as Miley Cyrus often stares at the camera whilst she swings from side to side, barely clothed or naked on a wrecking ball. She also looks to the camera when she's laying in the rubble. This is done in the music video to show the two sides of Miley we must identify but also differentiate, we have the innocent and pure Miley as well as the seductive and dangerous Miley.
- 7. IntertextualReferences Goodwin’s theory statesthat, sometimes music videos reference other media texts. This can be done to give greater meaning to the music video or to give a greater understanding to the audience. A music video that demonstrates the sixth of Andrew Goodwin’s conventions is the music video ‘its raining men’ by Geri Halliwell. There is intertextual reference to the film ‘Fame’ such as the clothing and the performance style. Also the song was originally performed by the Weather Girls so this song was not created by Geri Halliwell. Fame Raining Men
- 8. Laura Mulvey MaleGaze In film,the Male Gaze theory occurs when the audience is put into the perspective of a heterosexual man. A scene may focus of the curves of a women’s body, putting you the viewer in the eyes of a male. These curves can be highlighted with specific conventions such as such as slow motion, deliberate camera movements and cut away. The theory suggests that the male gaze denies women human identity, downgrading them to the status of objects to be admired for physical appearance. They theory suggests women have become used to watching music videos from a mans perspective. Often the female character has no real importance within the film or video herself, but how she makes the male feel or act which is the important part. The female only exists in relation to the male. E.g. In every James Bond film there has been a female connected to him that are in love with him.
- 9. Mulvey states thatthe role of the female function within a female character/role in a narrative has two functions: As a sexual object for the characters within the narrative to view As an sexual object for the audience The main characters look at others (male) and the characters that are looked at are passive (female). They are under control of the males gaze and only exist for visual pleasure. Females if in a passive role, provide inspiration for men to act. Males on the other hand, push the narrative forwards and make things happen and are seen as active.