Goodwin's theory suggests that music videos of the same genre will exhibit common characteristics that allow viewers to identify the genre. This is seen in rock videos typically featuring a band performing on stage, while hip-hop and R&B videos often feature beautiful women and have the artist on screen constantly. Goodwin's theory also suggests lyrics and visuals will be linked to enhance the artist's message. Record labels demand the artist be on screen frequently and portray attractive imagery to appeal to audiences. Women are often portrayed as sexual objects to attract male fans and sell music. Artists also reference each other's work intertextually through homages and inspirations.

1. Goodwins Theory