media coursework

1. Exploring music videos analysis on using
Andrew Goodwin Theology
By Wiktoria Wabnyc

2. Goodwin Theory
The Goodwin’ theory
symbolises the Bible to
the music industry
because it contains all
aspects of what a music
video has to contain.
The book was published
in 1992 and is still
applied to the modern
music video.

3. Goodwin theory
Andrew Goodwin had identify 7 key ideas that a music video must obtain.
1. Music videos demonstrate genre characteristics ( e.g. Stage performances in
metal videos, dance contradicting)
2. There is a relationship between the music and the visuals (Either illustrative,
amplifying or contradicting)
3. There is a relationship between the lyrics and the visuals (Either illustrative,
amplifying or contradicting)
4. The demands of the record label will include the need for lots of close-ups of
the artist and the artist may develop motifs which recur across their work
(e.g. A visual style)
5. There are frequent references to notion of looking (screens with screens,
telescopes, etc) and particularly voyeuristic (sexual) treatment of the female
body.
6. There is often intertextual reference(to film, TV programmer, other music
videos, etc)
7. Whether the video is primarily performances-based, narrative-based or
concept-based and how element of each is used in it.

4. Demi Lovato - Made in the USA
The song ‘ made in the USA’ by Demi
Lovato was released on July 16, 2013.
The song was produced by Jason Evigan,
who told MTV that the “song contains an
R&B feel mixed with a country vibe,
which makes a kind of pop country
thing”. The pop song was inspired by
American romantic love stories in the
1930s.
The video clip is no longer than 4:44
minutes long and maintains a narrative
and performance structure.

5. 1) Music videos demonstrate genre characteristics ( e.g. Stage performances in metal
videos, dance contradicting)
In Goodwin theory, a music video contains a particular characteristics that define its
genre. In the “made in the USA” there are several key conventions which illustrate to the
audience that it is a pop song music video.
One of the key convention is the use
of bright lighting:
This a common convention seen in pop
music videos as it makes the object
appear more brighter, thus attracting
young target audience as the video
appears to be more vibrant and lively.
Another key convention is
the love interest presented
in the music video.
Most pop music videos like
this one, are concept-
narrative based. They often
involve a story line based on
the theme of love and
romance. The reason for this
is because it appeals to the
young target audience who
is obsess about this concept.
Further genre
characteristic of a pop
music video is:
performance.
Pop music videos usually
contain some sort of
performance as they want
to be taken as a serious
performer.

6. 2)There is a relationship between the lyrics and the visuals (Either illustrative, amplifying or
contradicting)
The lyrics “Just a little west coast, and a bit of sunshine. Hair blowing in
the wind”, at the beginning of the music video, establishes the location for
the audience. This is literal as the music video was filmed in the west
coast. This sets the rural, calm atmosphere which denotes ‘silence before
the storm’ which could be argued that it foreshadows something negative
happening.
Demi Lovato ‘ made in the USA’
further contains literal meanings.
For example, the director used a
long shot to present a track
driving when the singer sang ;
“losing track of time’’. In
addition the fact that only one car
light is turn on and the video
presents two characters stories.
This foreshadows death of one of
the characters that later gets shot
in the music video, during a war.
Furthermore, throughout the music video the director had
used different camera angles such as; long shots, medium
shots and as presented in the picture, the other the shoulder
shot when the audience hear the word “ you and I”. This
represents the relationship between the lyrics and the visuals
because the audience see the couple together which makes
the audience assume that Demi Lovato is signing about them.
Demi Lovato is a narrative based
video. Therefore, it includes lyrics
which show the relationship between
the lyrics and the visuals. This is
important as it enables the audience to
visually experience the storyline and
make Demi’s target audience feel as if
they are present in this video. The
narrative of the music video connotes
a love story presents a change in the
mood and the atmosphere of the soft
and cheerful music video when the
couple meets for the first time and
transform into grief and despair when
the man has to leave to go to the war.

7. This illustrates the relationship between the
visuals and the lyrics as the medium shots
present the couple running. The lyrics state
“no matter where we go” and at this moment
there is a sharp cut to the couple running
during a different time of the day/night. This
amplifies the emphasis of the literal meaning of
the lyrics that Demi wanted to portray in her
music video.
At this point of the music video the audience sees the
lyrics maintain its symbolic relationship between the
visuals. The lyrics: “made in the USA” appear to the
audience with a symbol or the American flag which
further illustrates to the audience that this song is about a
love story based in America. However, there is a scene
were the lyrics and the visuals are contradicting when the
singer sings ‘ made in the usa’ and a carnival is shown or
the director cuts to a medium shot of her walking and
singing which show no absolute relationship between the
lyrics and the visuals.
Match of action shot in during the
moment ‘next to you’, the wind blows
the dirt giving the music video a
symbolic meaning that although they
are far away they are still close
signifying that their love will last
forever. This shows the relationship
between the lyrics and the visuals.
Again, the audience see the
relationship between the lyrics and
the visuals when the audience can
hear “miles away” which is
symbolic as the audience sees many
letters fall down implying that he
has been at war for a long time.

8. 3)There is a relationship between the music and the visuals (Either illustrative, amplifying or
contradicting)
The director implies a relationship between the music and the visuals by muting the sound at the beginning
of the video where the narrative is explain to the audience. This is effective as it puts the audience in the
position of the lead actress as we feel uncomfortable watching the a music video in silence as it is unusual.
Time length when the music video was silent. From:
0:05-0:24
There’s a much action shot between the
solider shooting where the audience hears the
gun shot to fire being lit at a carnival. This
shows the relationship between the visuals
and the music as this diegetic sound matches
the narrative of the video.
At the beginning you have parallel
diegetic music of the circus and
people laughing that matches the
narrative. Thus, stimulating the
relationship between the music
and the visuals.
Evigan, used close ups of Demi Lovato (lead singer) singing
in the music video which shown the relationship between the
music and the visuals. This is effective as it connects the
audience to the lead singer, which encourages them to
continue watching the music video.

9. 4) The demands of the record label will include the need for lots of close-ups of the artist and the
artist may develop motifs which recur across their work (e.g. A visual style)
From the close ups, the audience can see that Demi only
occasionally looks into the camera when she sings. This
connotes that she doesn’t want to take the attention of
the narrative, thus inject a more natural look.
In one of the close ups, she’s
looking up which suggests that she's
hopeful, which is the emotion the
actors show throughout the music
video. From being hopeful speak to
each other, to being hopeful that he
will survive the war and come back
home safe. This develop motif that
recur across this music video, as the
singer reflected the emotions the
characters felt while lip sync.
The ‘ made in the USA’ music video is a narrative video based on a love story which consists
two different actors. Therefore, the record label was only able to include close ups of the lead
singer while she was visually singing the lyrics.

10. 5)There are frequent references to notion of looking (screens with screens, telescopes, etc) and particularly
voyeuristic (sexual) treatment of the female body.
For example, the director used a close up shots to show the
female character’s hair being blow. This is a reference taken
from many TV and Films such as Charlie Angels, which
make the women appear promiscuous to the viewer. This has
become as almost a convention seen in comedy movies.
However, on the other side the
director shows women having the
voyeuristic look on the male. This
injects modern views of equality
among a relationship to the music
video.
The ‘Made in the USA’ music
video contains certain camera
shots which are based on the
male gaze. (theory by Maulvey)
This shows frequent references to
notion of looking and particularly
voyeuristic treatment of the
female body as the camera
focuses on the women touching
her shoulder in a sexualised way.
This again shows frequent
references to notion looking as
the camera focuses on him
grabbing her hips which denotes
that he is more dominant and
reinforces the belief that women
are passive.

11. 6.There is often intertextual reference(to film, TV programmer, other music videos,etc)
There were many intertextual references in ‘Made in the USA”. The war scene are seen in
Katy Perry ‘ thinking of you’ music video. Both of the music videos have a similar
narrative story where the man is leaving for war. The common codes and convention seen
in both of the music videos are army green uniform, guns and death.
There were further intertextual references found in Demi Lovato music video from Christina
Aguilera – hurt music video during the carnival scenes. In addition the carnival scenes are
also used as intertextual reference from movies such as ‘Water for Elephants’ and ‘I’ll always
know what you did last summer’’.
Both of these movie are based/present a couple which is another reference for
“made it in the USA” music video.

12. 7)Whether the video is primarily performances-based, narrative-based or concept-based and how
element of each is used in it.
The “made in the USA” in mostly narrative based as the footage follows a storyline about a
young couple in the 1930’s. There were numerous of shots which revealed the couple
meeting, falling in love and the men having to go to war.
The cinematographer used cross cutting in the video and flashback. At the beginning, the
video cross cuts from the couple kissing to him going to war. Then editor then used flash
back to show linear narrative of how the characters meet.
Moreover, there are parts of performance based in Demi’s music video.

13. Ne-Yo – forever now
The song ‘Forever Now’ was released in
November 23, 2012 by Motown Records.
The music video explores the narrative of a
heartbreak the artist went through. The
music video belongs to the R&B music
genre and the director used a hand hold
camera in order to add to the edginess
nature of the music video. This effectively
contributed to the fast pace of the music
video. Another important feature of Ne-
Yo’s music video is the use of blue lighting.
This is important as it emphasis Ne-Yo
masculinity.

14. 1) Music videos demonstrate genre characteristics ( e.g. Stage performances in metal
videos, dance contradicting)
One of the characteristics of R&B genre music is fast editing to fasten the narrative. This
is effective as it makes the viewer engaged with fast-paced flash images.
0:04 0:06 0:11 0:15 First 4 jump cuts
Another convention of the R&B genre is the
use of more casual costume. This is
presented in Ne-Yo music video where the
audience connotes him wearing grey track
suit bottoms and a black vest top. The use of
dark colours contributes in making the
atmosphere seem mysterious and therefore,
engaging for their audience.
Another R&B genre
characteristics
presented in “Forever
Now” music video is
the use of dance
choreography which is
common among the
R&B music videos.
For example, in Justin
Bieber- confident.
It challenges the stereotype of men being
dominant, as the video shows a passive
side of Ne-Yo when he sings about the
fact that he might loose her. The
challenging stereotypes is a common
feature in a R&B genre.

15. 2)There is a relationship between the music and the visuals (Either illustrative,
amplifying or contradicting)
There is a relationship between the music and the
visuals when the director included voice over which
explained the basis of the narrative in the music video.
This was done while there was a long-angle; close up
shot of Ne-yo walking forward which indicated that
this is what he is thinking. Thus, showing a
relationship between the music and the visuals.
There is a relationship between
the visual and the music in this
long shot of a Taxi. The editor
had edit special diegetic sound
effect of rain to match the mise-
en-scene of the shot.
There is a relationship between the music and the visuals
where the audience can hear diegetic sound of glass
breaking of the music while Ne-Yo uses his facial
expression to mine that he is screaming.

16. 3)There is a relationship between the lyrics and the visuals (Either illustrative,
amplifying or contradicting)
“Practiced so that I would say it just right”
denotes to the audience a symbolic
relationship between the lyrics and the
visuals. This is because Ne-yo is sown to
be practising a dance routine several times
before he gets the dance routine done.
There is relationship between the lyrics and the
visuals. This is evident in “I watch you kiss him
softly” where the audience is presented with a
over the shoulder camera shot which connotes
Ne-Yo watching his love interest kiss another
man.
“All the plans we made” show a significant
relationship between the visual and the lyrics
as the audience see Ne-Yo singing to the
women which implies that the word “we” is
directed towards her. The idea that the audience
can see his reflection on the glass allows the
audience to position themselves in his shoes/
point of view. This creates sympathy for the
artist as the audience feel the pain he is
experiencing.

17. 4) The demands of the record label will include the need for lots of close-ups of the artist and the
artist may develop motifs which recur across their work (e.g. A visual style)
The record label included the need for lots of close-ups of the artist. The mise-en-
scene of this close up reveals only half of Ne-Yo face. This denoted an analogy of
the audience only knowing one side of Ne-Yo. Therefore the record label to
connote that there's more to him. This links to the nature of the music video of him
being interviewed by paparazzi and being stereotyped as the ‘bad boy and
heartbreaker’.
This close up further
emphasises his tiredness from
the interviewers suggesting
that he wants to go away and
find something new.
Ne-Yo within his music video had created a sexualise image
of himself. This representation of Ne-Yo is also presented in
this music video through a close up of him having his lips
gently parted. This presents sexual desire, which is supported
through the previous point of view shot of a women at his
conference. This sets the narrative as the audience is
presented with a love interest which helps to uphold the
storyline in this music video.

18. 5)There are frequent references to notion of looking (screens with screens, telescopes, etc) and
particularly voyeuristic (sexual) treatment of the female body.
Her body language is
a reference to
voyeuristic notion of
looking at the female
body. For example,
she used her body
language to push her
chest forward and
moved her chin to the
right empathising
sexual desire.
This sexual treatment of the female body
subverts the white colour of her dress. The
shade ‘white’ represents innocence. This is in
contrast with Ne-Yo being covered with
shadow which represents danger and
mystery. This and the use of light rays shone
upon the female actress denotes that he sees
hope for a new beginning.
This medium shot presents voyeuristic
treatment of the female body as it presents
women being sexual objects. The fact that the
man is on top of the women bring the
stereotype of man being the dominant one and
women as being passive.
Him touching her leg promotes the voyeuristic
treatment of the female body.

19. 6.There is often intertextual reference(to film, TV programmer, other music videos,
etc
Conference moment was intertextuality from ‘The Game Plan’ movie.
Reference to Street Dance and Step Up.
Reference to Michael Jackson dance moves in his music videos. For example, the famous
moon walk.

20. 7)Whether the video is primarily performances-based, narrative-based or concept-based and
how element of each is used in it.
The video is mostly performance based as you have number of camera shots of Ne-Yo
singing and dancing.
However, there are fragments of “Forever Now” music video, which are narrative based.
These shots reveal how the artist met his love interest to how he got cheated on.

21. Taylor Swift – Love Story
I am also going to analyse the country pop
music video using the Goodwin theory.
The song was released in September 12,
2008 and lasts for 3:57 minutes. Taylor
Swift was inspired by William
Shakespeare’s Romeo and Juliet story
from the 1597. However, she replaced the
tragical ending with a happy ending and
based the song on Juliet perspective.
The song was a huge hit internationally as
well as in America as it received 8
Platinum awards by the Recording
Industry Association of America (RIAA).

22. 1) Music videos demonstrate genre characteristics ( e.g. Stage performances in metal
videos, dance contradicting)
‘Love story’ by Taylor Swift demonstrates many genre characteristics which refer to the
country-pop theme of the song.
Having animals such as the horse
reflects the idea of countryside
which contributes to the country
essence of the music video.
The location of this medium
shot further demonstrates
genre characteristics of a
country genre song. This is
because the natural
environment such as empty
fields or a forest location is
expected by the audience, to be
seen in a country genre music
video.The use of vintage costumes reflects the historical
period when the music video was set. However, it’s
also part of genre characteristics as it reflect the idea
that country music has been existing since the 1920s.
Two of the common features
found in the pop genre
presented in this medium
shot is of bright lighting,
which makes the music video
seem vibrant which appeals
to young target audience, and
the presents of a love interest
which is a common
characteristic in pop genre
music video. This is because
of the presumption that
young people are obsess with
the topic of love.
The use of bright
lighting has been
carries throughout
the music video.

23. 2)There is a relationship between the music and the visuals (Either illustrative,
amplifying or contradicting)
There is a relationship between the music and the visuals as the cinematographer has
frequently used cut throughout the music video when changing in between the scenes.
This showed a relationship between the music and the visuals because the music
matched the setting.
0:09 0:11 0:12 0:13 0:16 0:30 0:33
First seven jump cuts.
Further relationship between
the music and the visuals were
shown through variety of
camera shots such as close up,
longs and low angle shots.
These camera shots connoted
Taylor Swift singing which
made the music match the
visuals.
There was a relationship
between the music and the
visuals during the dancing
scene where the music
become more upbeat.

24. 3)There is a relationship between the lyrics and the visuals (Either illustrative,
amplifying or contradicting)
The song has literal relationship between the lyrics
and the visuals. For example, “See you make your
way through the crowd” we see the male character
walking towards Swift. This has been marked by the
use of depth of field, where the main focus is on the
male actor walking towards Taylor Swift which
places further emphasis on the literal meaning of the
lyrics.
“So I sneak out to the garden to see you”
demonstrates literal relationship between the
lyrics and the visuals. It also demonstrates the
rebellious side of Taylor Swift which adds a new
aspect to the music video which gives a more
edgy perception of the video which adds to the
characteristics of pop music genre.

25. 4) The demands of the record label will include the need for lots of close-ups of the artist and the
artist may develop motifs which recur across their work (e.g. A visual style)
The record label had record several close
up of the artist in order to develop a love
motif which reflects the love theme
within the song. Taylor Swift in those
close ups is presented as innocent and
feminine. Her vintage appearance
transforms us back in time as we visualise
similar narrative to Romeo and Juliet.
Therefore, the record label assured they
had presented Taylor Swift wearing
maintain a natural look. For example,
during the close ups the audience sees
Taylor wearing only limited about of
make up. This further emphasises her
innocence.

26. 5)There are frequent references to notion of looking (screens with screens, telescopes, etc) and
particularly voyeuristic (sexual) treatment of the female body.
The music video “love story” by Taylor Swift doesn’t present notion of voyeuristic
looking shots however it does imply intimidate actions such as kissing. Although it
has both male and female in this medium shot (on the right) the lighting is sharper on
the female making her more visual. This indicates that the male gaze theory can also
be applied in Godwin theology of music videos.
This medium shot demonstrates voyeuristic treatment
of the female body. This is because Taylor Swifts’
straps are down which connotes sexual desire that the
director was trying to imply into the music video.

27. 6.There is often intertextual reference(to film, TV programmer, other music videos,etc
The song “Love Story” includes many different intertextualities which make the music
video seem more vintage.
This close up presents Taylor
Swift singing at a balcony.
This is intertextuality from
Romeo and Juliet and
Letters to Juliet.
This is intertextuality from Walk to Remember
which makes Taylor Swift appear as an average
teenager which allows her young audience to
identify with the music video .
This is
intertextuality from
Titanic. It has the
same candles
presented as in
Titanic as well as
similar dance
movements.
This is intertextuality
from Snow White to
give the music video a
more magical
appearance in order to
highlight their love.

28. 7)Whether the video is primarily performances-based, narrative-based or concept-based and
how element of each is used in it.
The music video is mostly narrative based as the audience establishes the love story
of Romeo and Juliet from Juliet's point of view.
There are some performance based parts where we
see Taylor Swift singing.