Goodwin's theory outlines six conventions commonly found in music videos: 1. A relationship between the lyrics and visuals that can illustrate, amplify, or contradict the lyrics. 2. A relationship between the music and visuals that can illustrate, amplify, or contradict the music. 3. The inclusion of genre-related styles and iconography. 4. Frequent close-ups of the artist to promote them or develop motifs. 5. The common use of voyeurism, especially regarding female artists. 6. Intertextual references to other media, often in a humorous way.

1. Andrew Goodwin’s
Theory
Jason Sulit

2. Six Conventions
There are six different conventions that Goodwin uses to explain his theory
1. A relationship between the lyrics and the visuals which illustrate, amplify or
contradict the lyrics.
2. There is a relationship between the music and visuals, which illustrate,
amplify or contradict the music
3. Genre-related style and iconography present in music video.
4. Multiple close-ups of the artist to promote or to develop a motifs which recur
across their work.
5. Voyeurism often plays a major part, particularly of the females.
6. Often intertextual reference to other media , especially in humorous videos.

3. Illustration, Amplification, and
Disjuncture
Goodwin has stated that there are three different ways in which
music videos can connect back to the song:
• Illustration – Literal meaning to the song’s lyrics in visual
form.
• Amplification – Can be demonstrated through performance
and narrative and has connotations of the meaning.
• Disjuncture – Ignores the concept of the song and the genre
of music

4. 1) A relationship between the lyrics
and the visuals.
This convention refers to how the visuals of a music video can either have a
similarity or a direct contrast to the lyrics of the song.
Jessie J - PriceTag ft. B.o.B Kate Nash - Foundations
This contradicts the lyrics as Jessie J is
standing below a money tree, wearing
jewels while she sings “its not about
the money”.
The visuals of this music video relates to
the lyric of the song for example when
she sings “ I must eat so many lemons”,
her actions are followed by this lyric.

5. 2)There is a relationship between the
music and visuals.
This point explains how the visuals
within a music video are usually in
time with the lyrics or the pace of
the song.
Goodwin has also stated that in the
chorus of the song there is a
repetition of visuals in to
emphasise the repetition of the
beat and the lyric of the song. Martin Garrix - Animals

6. 3) Genre Characteristics
demonstrated
In music videos there is common trend of
repeating a certain action, this is perceived
as the artist’s trademark action which gives
there song a recognition due to the
reoccurring actions.
This is a marketing strategy which represents the
style of music and also benefits the song
from being remembered .
As well as this there are certain convention for
each genre of music, for example rock genre
is often filmed as a performance to convey a
gig , dark clothing is also worn by the artist.Slipknot - Psychosocial

7. 4) Close up of artist
It very common for there to be lots of close ups of the artist, this helps the
record labels establish there artist to there audience and to also promote
sales un singles.Throughout the video the artist will be viewed, this is
especially common with female artist.
Lady Gaga - Poker Face

8. 5)Voyeurism
In many music videos you will find that voyeurism plays a major part,
especially in relation to females.This is done in order to entice male
audiences interest in the artist and also the lyrics to which these shots
represent.Voyeurism is used to sexualise the artist in order to create
fetishistic connections for the male audience
Beyoncé - Partition

9. 6) Intertextual reference
This is fairly easy to recognise in most music videos, there is usually either a
visual or lyric reference to another media such as to films,TV programmes,
and other music videos.This can help the audience engage to the music video
more and earn some gratification for recognising the reference.
RobbieWilliams -You Know Me