Andrew Goodwin's and Laura Mulvey's music video theories

1. ANDREW GOODWIN
AND LAURA
MULVEY
Music video theorys

2. Andrew Goodwin
1. Music videos demonstrates genre characteristics (E.g. stage
performance in metal videos, dance routine for boy/girl band,
aspiration in Hip Hop/.
■ All music the genres have different ways of showing the audience the typical
characteristics of there genre in there music video.This can either be through props,
acting, performance or even what the artist is wearing.This is you why sometimes you
see songs that are in the same genre have similar music videos because they all follow
the same conventions as each other. An example of music videos demonstrating
typical genre characteristics is rock bands.There music videos usually involve the band
performing their song in the same location on a stage of some type.
■ E.g.American Idiot by Green day

3. 2.There is a relationship between lyrics and visuals.The lyrics
represented with images. (Either illustrating, amplifying or disjuncture)
■ This is when the lyrics have a relationship with the visuals or have not connection at all.
An Illustrative music video is when the images represent the meaning of the lyrics and
genre.The music video can also be amplification this is when one lyric is taken from
song and used and the theme for the music video. Or music videos can be disjuncture
where the visuals and lyrics have no relationship at all.All most all music videos follow
one of these three, however directors of music videos like to be illustrative than
amplifying or disjuncture.

4. 3.There is a relationship between music and visuals.The tone and
atmosphere of the visual reflects that of the music.
■ The relationship between the music and visuals is not that noticeable but it is there
and once you see it once you cant stop seeing it. It usually how fast/slow cuts are in
between the shots in relation to. For example in the genre singer/songwriter the pace
of the song is usually relatively quite slow and you’ll find that the cuts between the
shots in the music video are also slow.Another example is in a rock video, the cuts are
very fast which works very well with fast paced music.
■ Fast paced example – In too deep by Sum 41
■ Slow paced example - Barcelona by George Ezra

5. 4.The demands of the record label will include the need for lots of close
ups of the artist and the artist may develop motifs which recur across
their work (a visual style).
■ In the music video you will se lots of close up of the artist as this is a demand from the
record label. It helps the artist become more well known meaning they will sell more
merchandise and watch more of their work, which means either way the record label
will get more money. Also it makes the artist the focus point of the music video. An
artists motifs are what makes them unique, makes them stand out from all the other
artists, it is usual a style, costume or prop.A good example of a motif is Sia who has
half her hair black and the other blonde and it covers her face.This reoccurs in all of
her work.

6. 5.There is frequently reference to notion of looking and particularly
voyeuristic treatment of the female body.
■ There is quite a lot of reference to notion of looking which means screens within
screens, or you’ll see mirrors and stages.There are a lot of this as many bands use
stages and a good example of screen within a screen is by Sia cheap thrills.
■ Goodwin also highlights that women are subjected to voyeuristic treatment in music
videos and certainly in some genres.This can be argued as a valid opinion but it can
also be opposed since it is fair to say that many videos expose women for different
purposes. Some artists subject themselves to objectification on their own terms for
entertainment purposes. In other videos where women are used as extras or
background cast they usually are exposed for their physical attraction and not for any
main purpose. For example In 50 Cent's P.I.M.P music video uses young women in the
background and because they maintain this role they are used for exposure.

7. 6.There are often intertextual references in music videos
■ Goodwin’s 6th point is that there is reference to films,TV programmers and
other music videos.This can sometimes be using their new work to
promote old work as the target audience will be the same or a new artist
using intertextual reference to another artist work who has a similar target
audience to there's. this is used to engage the audiences and provide them
with gratification to see if they recognize it.

8. Laura Mulvey
Laura mulvey is a film critic who is also a feminist and she came up with the Male GazeTheory
in 1975.The idea is about how the audience view the female body and women in general, and
she says it is done from three feminist perspectives which are how men look at females, how
women look at themselves and how women look at other women.
■ One part of her male gaze theory suggests that the camera / audience always represents a
heterosexual man’s perspective of the scene objectifying woman. She says this is shown
thrown extended shots of a woman exposing her self on camera. A good example of this is
‘anaconda’ Nicki Minaj
■ However this can be argued by some woman as they see what they are doing as getting
confidence through attention.Also there has been some criticism of this theory as some
people have said it can be linked to men as well as woman (female gaze).