Andrew Goodwin's theory proposes there are 7 key aspects to music videos: 1) Genre characteristics like dance routines, 2) A relationship between lyrics and visuals where actions represent lyrics, 3) A relationship between music and visuals where tone matches atmosphere, 4) Record label demands like camera shots, 5) Voyeuristic treatment of female bodies, 6) Iconic artist actions, and 7) Intertextual references to films/TV. Taylor Swift's "Shake It Off" video demonstrates several aspects by including dance routines to represent its pop genre, choreographed dances that relate to lyrics, quick cuts that match the upbeat pace, and potential references to dance films.

1. ANDREW GOODWIN THEORY
By Chelsie Godfrey

2. ANDREW GOODWIN BELIEVED THAT THERE WAS 7
KEY ASPECTS TO EACH MUSIC VIDEO:
These being:
 Music videos demonstrate genre charateristics. (E.g
performance, dance routine, etc.)
 The relationship between lyrics and visuals. There
actions should represent the lyrics.
 The relationship between music and visuals. The tone
and atmosphere of the music.
 The demands of the record label (E.g. different camera
shots and angles)
 Voyeuristic treatment of the female body.
 An iconic action that the artist/band might carry out.
 Intertextual references (E.g. films, TV shows, etc.)

3. SHAKE IT OFF BY TAYLOR SWIFT
 Is the music video I will be analysing following
Andrews theory will be ‘Shake it off ‘ by Taylor Swift.
Taylor is an American singer-songwriter. Shake it off
was also released as a single. This artist also falls
under the category of pop music.

4. DEMONSTRATION OF GENRE
CHARACTERISTICS:
 As ‘shake it off falls under the pop category according to
Goodwin’s theory this music video should apply some of the
typical conventions of pop music videos.
 For example Goodwin’s theory would apply to Taylors music
video as there are many dance routines carried out. Another
characteristic that would apply would be the bright colours
used. Pop songs tend to use brightly colour costumes or
backdrops. This is to project the fun, upbeat feeling to the
audience and to enforce the pop genre.

5. RELATIONSHIP BETWEEN LYRICS AND VISUALS.
LYRICS BEING REPRESENTED BY IMAGES/ACTIONS:
 This song is performance based and therefore illustrative.
There is no story line to follow for this song. Which means the
action in which she is carrying should match the lyrics she is
singing. The chorus of the song in ‘shake it off’ as she is
dancing and having fun we could say this is her actions to
shake it ‘off’. One of the lines in her song is also ‘make the
moves up as I go’ which could explain the upbeat dance which
then follows to ‘I never miss a beat’ which sound more
choreographed representing the ballet dance.

6. RELATIONSHIP BETWEEN THE MUSIC AND THE
VIDEOS. ATMOSPHERE AND TONE:
 The song is written to be fast past and upbeat. There for the
choreographing and actions in this music video must represent this.
Shack it off has a lot of quick/jump cuts in order to keep up with the
pace of the song. These cuts will also have to match up with the beat
and rhythm of the song otherwise it would look unprofessional.
Therefore this supports Goodwin’s theory and matches the tone and
atmosphere of the music.
 A relationship is also built when Taylor breaks the 4th wall with close
ups of her singing and able to see if the actions she is doing matches
the lyrics.

7. THE DEMANDS OF THE RECORD LABEL:
 With the use of mid shots and close ups used this enables
Taylor to create a bond with her audience because they will
feel more included from the 4th wall being broken. This also
allows us to make she that the audiences main focus is on
Taylor Swift. Taylor does not peruse any motifs in this
particular music video because of the amount of actions she is
doing.

8. VOYEURISTIC TREATMENT OF THE FEMALE
BODY:
 In this music video Taylor tends to watch the dancers as well as
dance herself. This also makes the audience look at what Taylors
looking at as she is the main attraction. But on the other hand this
could mean she is trying to copy the other dancers in order to know
what to do. But doesn’t fail to keep contact with the audience.
 This music video is not over sexualised and is quite innocent. There
is no voyeuristic treatment of the female body. But there is one
section of this music video that could come across as inappropriate.

9. ICONOGRAPHY ACROSS TAYLOR SWIFT’S
WORK:
 Not only does Taylor Swift belong to the pop category but also falls
under other genres. E.g. she has songs that falls under country
music. But she does prefer to create pop songs for her target
audience. And would like to create just pop songs, therefore if she
did have any motifs before these would not be carried over into
‘Shake it off’. She may have even created her own style in the music
video. Although she changes outfits throughout she does remain to
have red lipstick all the way through.

10. THERE ARE OFTEN INTERTEXUAL
REFERENCES:
 Taylor’s ‘Shake it off’ music video could be linked to various films.
Such as:
The street dance and ballet theme could be linked because in
these films there is a competition between two dance squads and
they combine street dance and ballet within the routines.
Therefore Taylor might be aspiring to be like them.