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Music Video Theory
Andrew Goodwin (1992)
Book- Dancing in the Distraction Factory
Goodwin noticed there were 6 ‘key’ elements/ moments in a music video
6 key features of a music video:
1. Genre characteristics
- Poptypicallyhasyoungsinger,manylocations,anddance
routinesoftenincorporated
2. Relationshipbetweenlyricsand visuals
- Connectionscanbe made throughcostume,location,narrative,
etc.
3. Relationshipbetweenmusicand visuals
- Editingpace and style canmatch genre and formlinksbetween
musicand visuals.
4. Demands of the record label
- Close upwiththe artists,to ‘sell product’howevertypicallythe
more famousthe artist becomesthe lesstheyappearinthe video
5. Reference to‘looking’
- Can be portrayedthroughthe protagonistlookinginmirrors,
beingwatchedonstage,Laura Mulveycreatedthe ideals
about‘the male gaze’
6. Intertextual reference
- Linkingtoa filmpromotion,featuringclipsof the filmorthe
narrative followssimilarthemes.Canbe a representation,
homage or dedicationtoa film/show.
5 key features when analysing a music video:
1. Thought Beats – seeingthe words
Step1: Lookintothe structure of the song. Thisindicatedgenre,style andpresentthemes
Step2: The voice of the song. The unique voice of anyartistcan for identification
Step3: Mode of address.This highlightsthe ideasthatthe artististellingastorythoughthe
song.
Laura Mulvey, The MaleGaze
Typicallyviewedbyawhite,heterosexual
male man.In turn makingwomenview
themselves
Men focuson the ‘curvy’elementsof
women
Men lookingatWomen
Womenlookingatthemselves
Womenjudgingthemselves
WomenlookingandWomen
Comparingtoothers(linkstowomen
lookingatthemselves)
2. Narrative and Performance
Songscan fail to give audiencesacomplete narrativewhichleavesittoaudiencesto‘fillinthe
blanks’.Thisleadstoa negotiatedview pointfromaudiences.Musicvideosshouldhave
coherentrepeatability. The artist ispresentedasthe narrator andthe participant,this created
relatability andgivesaudiencespopularcontent.
3. Star Image
Havingthe star, band andartist shown.How are these personasare presented;positive,
negative representation?The idealssurroundinga‘metanarrative’
4. Relationof Visualsto the song
Thislinkstothe ‘6 keyfeaturesof a musicvideo’whichGoodwinbelievedin.
- Illustrate
On screenvisualsare shownthatmatch the songlyricsand song
- Amplify
Making the symbolismhighlighted,linkingtorelatabilityandmakingmomentsstandout
whichare ‘unforgettable’
- Disjuncture
Nonsense/Nomeaning
5. Technical aspects
Technical elementsof media,usinglightingcolour,Mise-en-scene,etc.

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Music video theory1

  • 1. Music Video Theory Andrew Goodwin (1992) Book- Dancing in the Distraction Factory Goodwin noticed there were 6 ‘key’ elements/ moments in a music video 6 key features of a music video: 1. Genre characteristics - Poptypicallyhasyoungsinger,manylocations,anddance routinesoftenincorporated 2. Relationshipbetweenlyricsand visuals - Connectionscanbe made throughcostume,location,narrative, etc. 3. Relationshipbetweenmusicand visuals - Editingpace and style canmatch genre and formlinksbetween musicand visuals. 4. Demands of the record label - Close upwiththe artists,to ‘sell product’howevertypicallythe more famousthe artist becomesthe lesstheyappearinthe video 5. Reference to‘looking’ - Can be portrayedthroughthe protagonistlookinginmirrors, beingwatchedonstage,Laura Mulveycreatedthe ideals about‘the male gaze’ 6. Intertextual reference - Linkingtoa filmpromotion,featuringclipsof the filmorthe narrative followssimilarthemes.Canbe a representation, homage or dedicationtoa film/show. 5 key features when analysing a music video: 1. Thought Beats – seeingthe words Step1: Lookintothe structure of the song. Thisindicatedgenre,style andpresentthemes Step2: The voice of the song. The unique voice of anyartistcan for identification Step3: Mode of address.This highlightsthe ideasthatthe artististellingastorythoughthe song. Laura Mulvey, The MaleGaze Typicallyviewedbyawhite,heterosexual male man.In turn makingwomenview themselves Men focuson the ‘curvy’elementsof women Men lookingatWomen Womenlookingatthemselves Womenjudgingthemselves WomenlookingandWomen Comparingtoothers(linkstowomen lookingatthemselves)
  • 2. 2. Narrative and Performance Songscan fail to give audiencesacomplete narrativewhichleavesittoaudiencesto‘fillinthe blanks’.Thisleadstoa negotiatedview pointfromaudiences.Musicvideosshouldhave coherentrepeatability. The artist ispresentedasthe narrator andthe participant,this created relatability andgivesaudiencespopularcontent. 3. Star Image Havingthe star, band andartist shown.How are these personasare presented;positive, negative representation?The idealssurroundinga‘metanarrative’ 4. Relationof Visualsto the song Thislinkstothe ‘6 keyfeaturesof a musicvideo’whichGoodwinbelievedin. - Illustrate On screenvisualsare shownthatmatch the songlyricsand song - Amplify Making the symbolismhighlighted,linkingtorelatabilityandmakingmomentsstandout whichare ‘unforgettable’ - Disjuncture Nonsense/Nomeaning 5. Technical aspects Technical elementsof media,usinglightingcolour,Mise-en-scene,etc.