Goodwin's theory of music videos consists of 8 principles: 1. Links between lyrics and visuals (e.g. punching a wall matching lyrics in "Love the Way You Lie") 2. Links between music and visuals (e.g. flashing lights syncing to drops in "This Is What You Came For") 3. Genre characteristics (e.g. rock videos focusing on bands, rap videos involving drinking) 4. Intertextual references 5. Notions of looking at the camera to involve audiences 6. Voyeurism of watching others (mostly women) in sexual ways 7. Demands of record labels regarding artist representation 8. Focus on performance

1. Goodwin’s Theory
Goodwin’s theory consists of 8 principles…
• Links between lyrics and visuals
• Links between music and visuals
• Genre characteristics
• Intertextual reference
• Notions of looking (objectification of women)
• Voyeurism (direct glaze, other people looking at artists, insight into artists life)
• Demands of the Record label (Representation of the artist)
• Performance based, Narrative based or concept based music videos.

2. Link between lyrics
and visuals
Goodwin suggests that lyrics will make constant references to visuals on
screen.
The “Love The Way You Lie” Music video proves this theory. The topic of the
song is domestic abuse so already we know it is a controversial subject which
will shock audiences. This video was very effective in using visuals to heighten
the effect of the lyrics on the audience. The lyrics within the music video are
about a couple who are in an abusive relationship. The visuals to the video
perfectly match them. For example the lyrics say “Next time I'm pissed, I'll aim
my fist at the dry wall” Before audiences hear these lyrics a medium shot is
shown of the male character punching the wall avoiding his partner. This scene
is foreshadowing what will be in the lyrics next. This shot will shock audiences
as they see the aggressive nature of the male character making them listen to
the lyrics and really understand the serious issue of domestic abuse. The
audience are positioned to sympathise with the female character. This is
unconventional as the lyrics speak in the males point of view. This may have
been done to show Rihanna's and Eminem's ideology's that domestic abuse
should never be excepted.
Another example of the lyrics matching the visuals is at “ If she tries to leave
again, I'm gonna tie her to the bed and set this house on fire” As Eminem raps
these lyrics it shows a long shot of a burning house showing a literal meaning
of the lyrics however the extended metaphor of burning is used through out
the song. The long shot is very effective, as the lighting is very dark, the only
real source of light is from the fire. This was done to show how the male
character is consumed by range and anger. Over all the images match the
lyrics, this is done within this video so audiences can under stand the purpose
and meaning of the lyrics.

3. Genre characteristics
Andrew Goodwin identified that all genres of music have certain characteristics
within there music videos. For example a rock music video would feature the
band playing or a rap video would involve the artists drinking or objectifying
women.
Breaking Benjamin is a perfect example to support Goodwin's Theory as this
video follows the structure of a rock video. The main focus is on the band
however they is a narrative throughout the video, this is the same as the music
video for Tears Don’t Fall by Bullet For My Valentine. The mise-en-scene within
these videos are relatively the same, for example all the costumes follow a dark
colour scheme, this is also the same for the lighting within the video as within
the editing process a darkening effect has been put over the video. Editing
within the both music videos follow the sound for example as the music picks
up in tempo the editing is more frantic, this links with Goodwin's theory that
they is a link between imagery and music.
Within a pop music videos audiences expect to see heavily cerographic dance
routines and women with little clothing. The music video for Side to Side by
Ariana Grande is a perfect example of how women are objectified within pop
music videos. Costumes chosen are very provocative and intended to appeal to
a male audience, the links with the Male Gaze Theory by Laura Mulvey that
audiences are put into the perspective of a heterosexual man. The chorography
within the video is extremely sexual this was also intended for a male
audience. Justin Biebers What do you Mean music video follow the same
theme of love and sex. The females costume is very reveling unlike Justin's this
shows the inequality within the media industry.

4. Notions of Looking /
Voyeurism
Notion of looking is the idea that artists constantly look at the camera in order
to make the audience feel involved, they are two ways to address audiences
such as direct and indirect address. The purpose of direct address is to make
audiences feel that the artist is talking to them, this links with Bulmer and Katz
that people watch media for personal relationships with the star. Indirect
address is when artists look away from the camera to create a feeling of
distance and voyeurism. Voyeurism is the idea that audiences enjoy watching
others (mostly females) when naked or being engaged in a sexual act. This links
with the male gaze theory that all audiences are put in the perspective of a
heterosexual male and women are there for sexual pleasure.
Britney Spears directly addresses her audiences in many of her videos, this is a
use of synthetic personalization so audiences believe she is talking to them.
This screen shoot from the music video womanizer is a perfect example, the
close up shot gives the impression that the audience is close to the star this
grabs there attention. The direct gaze could be seen as seductive implying she
is targeting her video at a male audience, the mise-en-scene within this video
supports this as her sweaty image has connotations of sex and may excite the
male audience. Linking with the male gaze theory that all media is for an male
audience.
The video for Womanizer is quite interesting as Britany is supposed to be
rebelling against the preciouses and sly actions of the male character
‘promoting girl power’ however she is demeaning her self by practically
representing herself as a sex item. Through out the video her costumes are
made to objectify and sexualize her such as the punk chick consume is
extremely low cut. Also within the shower scenes she is wearing nothing this
was purposely done to please men linking voyeurism that people gain sexual
pleasure from watching people naked.

5. Link between music
and visuals
From the two videos I have analyzed Kanye-Black Skin head and Rihanna and
Calvin Harris- This Is What You Came For, both sync there lighting to there music
this is done to heighten the effects of drops or beats within songs.
For example within the music video for This Is What You Came For lighting is the
main focus within the shots, after the star Rihanna. A long shot is first shown of
Rhianna, the lighting is bright and calm, as the beat quickens the lights slowly
changes colour complimenting with the slow beat. Soon as the beat begins to
drop the lights flash in sinc with the music. The contrast between the white and
then the flashing colours makes audiences believe the drop is more extravagant
then it is. Editing also becomes more frequent flashing between different shots
of Rihanna. The primary audience of young people will relate to the club
atmosphere as stereotypically there are known to party.
Right at the start of Black skin Head we see a medium shot of 3 barking dogs ,the
sound effects are asynchronous to the visuals. As the music begins to start the
lighting changers and synchronizes with the music. The artist Kanye jumps to the
beat creating energy within the audience. Editing becomes more frequent as the
song quickens in paste for example we see a medium shot of Kanye then it
switches to a long shot soon as the drums begin. The back ground also reacts to
the music when the song says black the background goes fully black.
Over all the Calvin Harris music video is simplistic however the use of lighting
and sound has created a visually interesting music video. From watching
multiple Calvin Harris videos I have noticed that he likes to use different
coloured lighting. The Kenya West video uses more camera shots and editing
which sync with the music this is quite effective in gaining the audiences
attention.