Andrew Goodwin's theory of "visual pleasure" suggests that music videos provide visual entertainment that encourages repeated viewing. Audiences enjoy familiar visual elements like shots, locations, and choreography that allow expectations to form. They also find pleasure in references to other media. The most watched music videos globally offer recognizable artists, appealing visuals, and leave viewers wanting to watch again due to creative camerawork, editing, and genre conventions. Taylor Swift's "Blank Space" video exemplifies this through its visual storytelling and ability to engage audiences on rewatches.

1. Assign 9:
Andrew Goodwin theory of
‘visual pleasure’

2. Theory: MV and visual pleasure
• Andrew Goodwin:
• “Sometimes music videos provide a visual pleasure for an audience that
encourage repeated viewing – we become familiar with the genre and
therefore have expectations.”

3. Part 1
• What do you think Goodwin means? Rewrite his quote in your own
words

4. You could also write this down…
• Audiences enjoy the way a music video repeats images, shot types,
locations, choreography and certain edits.
• Audiences enjoy references to other music videos or media texts
(intertextuality) that lead to repeated viewing
• We also have certain expectations from different genres of MV’s and
different artists and will expect certain things from their MV’s
• We enjoy watching MV’s repeatedly to see how our expectations of the
video and the artist change

5. Part 2: videos that offer ‘visual pleasure’
• 1. make a list of as many videos you can think of that you have
watched more than once because you enjoyed watching them
• 2. pick 2 videos from your list. What is it about them you enjoyed?
• 3. which artist’s MV’s are the most watched globally? Why?

6. Most watched….
• http://youtube.wikia.com/wiki/Most_viewed_videos_of_all_time
• http://www.vevo.com/browse/top-videos
• https://en.wikipedia.org/wiki/List_of_most_viewed_YouTube_videos
• Do you know most watch video on youtube?

7. • 2.4 billion views
• 8 million likes
• 1 million dislikes

8. • 1.2 billion views
• 2 million likes
• 3 million dislikes!

9. Task 3: Model video
• Blank Space
• Taylor Swift
• 1.7 billion views
• https://www.youtube.com/watch?v=e-ORhEE9VVg
• 1. watch the video
• 2. what ‘visual pleasure’ does this video have for the audience?
• Camera, editing, MES, the genre, use of creativity…
• 3. why might the MV want to make a viewer watch it again?
• 4. was this video on your list from before?

10. Extension task
• Pick one of the videos you listed before
• Watch video again, list as many features/aspects of video you like and
why

11. Further extension task
• https://www.youtube.com/watch?v=176XwCtcfrk
• Most 100 watched video on vevo (may 2015)

12. Homework
• Create a presentation (in a diff format) to sum up what you did today
(of all your tasks)