Andrew Goodwin proposed several theories about how music videos relate to the songs they accompany: 1) "Sound and vision" - the visuals should match the lyrics; 2) "Genre" - the video should portray stereotypes of the song's genre; 3) "Star image" - the artist should be the focus with close-ups; 4) "Illustrative" - the visuals should represent the lyrics; 5) "Amplification" - key meanings are emphasized through repetition; 6) "Disjuncture" - in some cases, the visuals ignore the song's meaning; 7) "Notions of looking" - audiences watch the artist for pleasure; 8) "Intertextuality" - videos
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Andrew goodwin’s theories
1. Andrew Goodwin’s Theories:
• Sound and vison- there is a clear relationship between the lyrics and the
scenes in the video.
• Genre- the video should show stereotypes of the genre.
• Star image- there are regular close ups and visuals of the star in the video.
• Illustrative- the visuals represent the lyrics.
• Amplification- emphasises the meaning of the song through repetition of
key meanings.
• Disjuncture-the meaning of the song is ignored
• Notions of Looking- the audience watches the artist and gains pleasure
from it.
• Intertextuality- there is reference to other media texts which allow the
audience to identify the meaning of the song.
2. Sound and Vision: ‘When you left I lost a part of me, its still so hard
to believe, come back baby please cos we belong
together’
The scene of her crying matches
the emotion that the lyrics portray
which supports what Goodwin says
as the lyrics will match the scenes
in the video.
Amplification: ‘ I hate, you so much right now’
These lyrics are repeated over and over to
emphasise the emotion of the star. The
scene also shows her trashing the house
whilst she is saying this, which again
enhances the meaning of the song.
3. Genre: Dr Dre ft Snoop Dogg – still D.R.E:
This is old school hip hop, and
here shows a slit screen of the
typical conventions of this genre.
They have the typical bouncing
hydraulics cars, with women in
revealing clothing in one scene
and then they have typical
‘gangster’ clothing with oversized
jerseys and chains.
Disjuncture:
Outkast- Ms Jackson:
In this song the video ignores the meaning of
the song, as in the lyrics, they are talking to
their mother in law to be, and how they are
sorry for breaking her daughters heart.
However, in the video, he is repairing a house
and a car which has nothing to do with the
lyrics.
4. Star image:
Alicia Keys and Maxwell- Fire we make:
There are constant close ups and mid shots of
the two stars of the song, which help the
audience focus on the movement and actions
of them.
Young Thug – best friend:
As Goodwin says, this is when the audience watches the
star of the song and gains pleasure from it. In this song,
young thug is being silly with others and with the use of
computer graphics, he duplicates himself and it is him
doing things with himself, which the audience find
entertaining and funny.
Notions of Looking:
5. Intertextuality:
Iggy azalea- Fancy:
Goodman says that music videos
make reference to other media texts.
An example of this is ‘fancy’ by Iggy
azalea which makes a constant
reference to the film ‘clueless’ by
being in a school environment that
represents the film.
Illustrative:
Jazmine Sullivan- mascara
As Goodman says, in some music videos, the
lyrics to the song match what is going on. In
this video she is putting on her mascara whilst
singing about it.
