Andrew Goodwin's Theory applied

1. Andrew Goodwins music
video Theory
DANCING IN THE
DISTRACTION FACTORY

2. Content page
 Information on Andrew Goodwin’s Theory
 The key points of Goodwin’s theory:
1. All music videos have certain genre characteristics, depending on the genre of
music.
2. More often than not there is a relationship between the visuals and the lyrics.
3. There is a relationship between the music and the lyrics.
4. The demand of the record label will be evident in the video.
5. Artist Iconography.
6. The notion of looking.
7. Intertextual

3. Information on Andrew Goodwin’s Theory
 In 1992 Andrew Goodwin published a book called: Dancing in the
distraction factory.
 The theory is that music videos are often constructed by the link
between the visuals, the song and the artist
 There are a series of codes and conventions for music videos; a set
of points that many music videos have in common.
 This are seven key points from the theory of Andrew Goodwin:
1. All music videos have certain genre characteristics, depending on the genre of
music.
2. More often than not there is a relationship between the visuals and the lyrics.
3. There is a relationship between the music and the lyrics.
4. The demand of the record label will be evident in the video.
5. Artist iconography
6. The notion of looking
7. Intertextual

4. 1. Goodwin suggested that there is a link between the
genre of music and the genre visuals of music videos
 This means that the visuals of the
music videos are going to be styled to
suit the genre of music.
 To research Goodwins theory I studied
Nirvana’s “Smells like team spirit”
music video.
 This music video had a link between the
genre of music and the visuals because the
music is punk rock and within the video the
people are styled wearing punk rock
fashion and are dancing in a punk rock
style, which is head banging.
 Also, the lighting and the mise-en-scène of
the music video give like a dirty rock like
feel which matches the genre of music.
• Also the live performance element of
the music video gives the audience a
feeling authenticity that the band are
playing the music live. For the rock
punk genre of music this can be seen
as an important element for fans.

5. 2. More often than not there is a relationship
between the visuals and the lyrics
 The lyrics, of the song, are represented with
images.
 This means that: they are either illustrative,
amplifying or contradicting, of the lyrics.
 Within the example of ‘You belong with me’
by Taylor Swift, the visuals are illustrative of
the lyrics.
 This means that the visuals depict almost exactly
what the lyrics are saying.
 Illustrative visuals are seen in narrative music
videos. Like example number 1, where the image
is of a Teenage boy on the phone and the lyrics
say: ‘You're on the phone with your girlfriend...’.
You're on the phone with your girlfriend...
Laughing on a park bench thinking to myself...
I'm on the bleachers…
Example 1:
Example 2:
Example 3:

6. 3. There is a relationship between the music and
the music video
 The tone and atmosphere of the visual
reflects that of the music.
 The music video of Ed Sheeran’s ‘Thinking
out loud’ is a romantic ballad, with blue-
eyed soul influences.
 In the music video Ed Sheeran executes a
ballroom dance with Brittany Cherry.
 The style of dancing in the music video is the
same style of dancing used for ballad songs.
 This means that the atmosphere and mise-en-
scene of the music video relates to the melody
of the song.
Click on the Black box to
view the music video.

7. 4. The demand of the record label will be evident in
the video.
 The record label have a certain
amount of control over the artist they
sign.
 How artist are represented in the media is
up to the record label.
 For example Megan Trainor is usually
represented as a body positive artist, in
the media.
 So when her body was Photoshoped with
out her permission, in the music video ‘Me
too’, the audience was scandalized.
 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.
 Close ups are often used to sell artist and show emotions. Close ups of artist are personal.
Therefore the use of close ups allows the audience to feel, like they have a close relationship
with

8. 5. Artist Iconography
 Artist Iconography ensures that artists are
dressed in a particular way trough the
range of there videos.
 For example the artist Sia always wears a blond
or black and blond wig, that covers her face,
when performing. Also if she isn’t in one of her
music videos, the performers in it wear a blond
or black and blond wig as well.
 Artist dress in a way to look unique in order to
remain current. This also allow the artist to be
easily recognized by the audience. Furthermore
this heightens the star factor. Additionally
artist’s star image develops and increases over
time, playing a role in the production process of
music videos. In the end creating an icon for
audiences.

9. 6. The notion of looking
 Music videos demand the audience to be
voyeuristic.
 Voyeurism is used to increase the video’s
attractiveness (particularly to males).
 Due to it most music videos follow this theory, as
voyeurism is a successful in helping to sell the music of
artists.
 An example of this is Justin Bieber’s song called ‘Sorry’.
The music video of this song consist of a group of girls
dancing in a provocative style of pop dance.
 Andrew Goodwin states that females will be
objectified, often through a combination of
camerawork and editing, with fragmented body
shots emphasizing sexual treatment of the
performer(s).
 Voyeurism can also be represented through
watching something happen from the point of view
of an observe

10. 7. Intertextual
 Intertextual means that: it includes other
types of media. Such as: films, TV-
Programes, animation and other music.
 Intertextuality is often employed in humorous
videos. It’s references are often symbols to
represent ideas to the audience.
 For example the music video called ‘Try
everything” by Shakira, uses a lot of
intertextual reference with the film Zootopia.
 The intertextual reference is: the fact that
Shakira is showing a different type of media,
film, within her music video.