The document summarizes theories about music videos from several theorists: 1. Andrew Goodwin states that music videos are an extension of song lyrics, either illustrating, amplifying or contradicting them. Music genres have distinct styles and treatments of women. 2. Roy Shuker says music videos are promotional devices to encourage record sales and chart success. 3. Laura Mulvey's "male gaze" theory argues that women are styled and function as erotic objects in a world with sexual imbalance of power, where the male gaze takes pleasure in looking at women. 4. Sven E Carlsson believes music videos can be broken into conceptual videos that don't feature the artist, or performance videos

1. Question 1B Theorists Quotes
ANDREW GOODWIN
LAURA MULVEY
SVEN E CARLSSON
ROY SHUKER
STUART HALL

2. Andrew Goodwin
 Andrew Goodwin stated that “Music videos are simply an extension of the
lyrics”
 Key features of the music video theory (Green are the ones that can be
applied to my video, Red are ones that cannot):
 A relationship between visuals either illustrating, amplifying or
contradicting the lyrics
 A relationship between the music and visuals either illustrating, amplifying
or contradicting the music
 Music genres have their own music video style and iconography
 There is likely to be voyeurism, particularly in the treatment of women
 There‟s a demand on the part of the record company for lots of close-ups of
the main artist.
 There is likely to be intertextual references to other music videos or films

3. Roy Shuker
 “Music videos are promotional devices, they
encourage record sales and chart action”

4. Laura Mulvey – The „Male Gaze‟ Theory
 “In a world ordered by sexual imbalance, pleasure in looking has been split
between active /male and passive/female. The determining male gaze projects
its fantasy onto the female figure which is styled accordingly”
 “the gaze is male whenever it directs itself at, and takes pleasure in,
women, where women function as erotic objects”
 Supporting Quote – Jonathan Schroeder “to gaze implies more than to look at
– it signifies a psychological relationship of power, in which the gazer is
superior to the object of the gaze.”

5. Sven E Carlsson
“One of the most common methods of analysis is to break up the music video
into black and white boxes. Almost everything is then perceived as opposites –
trash or art, commerce or creativity, male or female, naturalism or antirealism,
etc.”
Sven believes there are 2 categories that music videos fall in to:
Performance – when the audience are able to see the artist(s) singing and
dancing throughout the video.
Conceptual – when the audience watch something other than the artist
throughout the video. (APPLIES TO MY VIDEO)

6. Stuart Hall
 “Everything which appears in a media text has been
carefully chosen (encoded) to create a „preferred
reading‟”
 (So, everything you see has been put their to get a
specific message across to the audience)

7. Erwin Panofsky (Iconography)
“Something has been encoded with a purposeful and clear
meaning, it will be something that the audience will recognise”
(APPLIES TO MY VIDEO – THE YELLOW BALLOONS)