Andrew Goodwin's theory discusses common characteristics found in music videos. Some key points include:
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2) There is frequent use of voyeurism and notions of looking, especially with the female body being treated in a seductive manner.
3) Visuals in music videos are used to illustrate, amplify, or disjuncture from the song's lyrics and meaning. Record labels also influence visual styles of the artist.
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Andrew Goodwin's Theory
1. B Y N A S E H A A N D FA B I H A
ANDREW GOODWIN
2. ANDREW GOODWIN’S THEORY
• Music videos tend to include a demonstration of typical genre
characteristics. For example, a video stage performance is typical
for a heavy metal video, a dance routine is typical to find in either an
all girls band or even boy bands, and women wearing revealing
clothes in a rap video, whilst men are driving cars or smoking. Music
videos also can link to film genres, this is known as intertextuality
e.g. many heavy metal songs or rock songs are influenced by horror
films.
3. ANDREW GOODWIN’S THEORY
There are frequent references to the notion of looking and the voyeuristic
treatment of the female body. Notions of looking includes men or women
being represented as seductively or if there is eye contact with the camera. The
notion of looking can also be referenced by the use of props. e.g. Mirrors,
television screens, cameras, telescopes, binoculars and magnifying glasses
are all references to, these are commonly used. Voyeurism is widely used to
sell the artist's music through sex appeal, a recent example being Miley Cyrus.
Voyeurism today is most likely only shown at one angle. You do not see a male
doing that, only women.
4. ANDREW GOODWIN’S THEORY
There is a succinct relationship between music and visuals. There are three
ways visuals are used to promote a song : Illustrate, music videos use certain
images & shots to illustrate/explain the meaning of lyrics to their song and the genre.
Disjuncture. Is this situation , the meaning of the song is completely ignored in the
music video. Amplify repeatability- This is when the images and camera shots are
manipulated and shown repeatedly through out the music video and is drummed into
our vision. Relation between the music and visuals. For example: when the song
lyrics are jump! Jump! Jump! And on the music video there are characters/actors
actually jumping.
5. ANDREW GOODWIN’S THEORY
The record label which the artist is assigned to tends to have certain
demands. They often include the need for lots of close ups of the artist and
the artist will have a visual style which recurs across their work. e.g. An
example of a visual style could be Lady Gaga as she is always wearing quirky
clothes
6. ANDREW GOODWIN’S THEORY
There is often intertextual references (to films, TV programmes, other
music videos etc.) • e.g. Destiny's Child doing Independent Women
referencing Charlie's Angels. Will Smith doing Men in Black for the film Men in
Black Intertextuality. The Wombats video for My Circuit board City referencing a
video game.
