1. " Music videos ignore common narrative as they are essentially
advertisements" - Andrew Goodwin
A music video can anchor meaning. Andrew had 6 essential
points to do with music videos
2. 1) A relationship between the lyrics and the visuals, which illustrate, amplify
or contradict the lyrics.
Representing the lyrics:
This is a good example of a music video that represents the lyrics. The
action happening throughout the music video clearly display to the
audience the lyrics being sung at the same time. For example 'I don't
like your girlfriend', the artist stood there shaking her finger, portraying
the lyrics.
3. 2) Thought beats : seeing sounds
For example, in this music video, the beat visually matches, making it seem
extremely high quality and visually perfect to the audience. As an audience
member, you can clearly see the relationship between the music and
visuals, highlighting the hard work put in for the music video.
This is a good example, as the movements, camera and editing
techniques visually display the sound.
4. 3) Genre - related style and iconography present
This represents Michael Jacksons genre, style and iconography because he is
known for his choreography and costume- highlighting the black shoes and
white socks being his trademark. The choreography is extremely iconic for
Michael Jackson, which creates an 'edge' for him, making him stand out and
seem different compared to other artists.
5. 4) Multiple close ups of the main artist or vocalist: The creation of a star
image to promote a recognizable brand image.
This shows point 4 due to the constant close ups and a clearly visible image of
Justin Biebers hair, which was extreme iconography because everybody knew his
hair as 'bieber hair'. Therefore, by using multiple close ups, it allows the audience
to instantly recognise the artist, creating his 'star' image. Furthermore, by doing a
close up, it allows the focus and attention to be only on Justin Bieber, making him
stand out even more.
6. 5) Voyeurism often plays a major part, especially in relation to females -
creating this sexual viewpoint of them.
In this music video, a sexual viewpoint is really highlighted, as it puts
women in a sexual limelight, just from the costume choice, to camera
angles. Having a high camera angle of the women, puts them at a
weaker and vulnerable viewpoint, making the audience seem more
dominant, potentially leading to a sexual viewpoint of them.
7. 6) Intertextual references to other media texts maybe present, especially in
humorous videos.
Humorous videos clearly highlight a intertextual difference
because when referencing to other media, it allows the
audience to visually see it in a different viewpoint.
