Andrew Goodwin's theory analyzes music videos using 6 conventions: 1) links between lyrics and visuals, 2) links between music and visuals, 3) genre characteristics, 4) intertextual references, 5) notions of looking, and 6) voyeurism. Goodwin suggests lyrics reference visuals and visuals reinforce lyrics. Different genres depict characteristic traits. Intertextuality references other media. Notions of looking examine gaze and how people are seen. Voyeurism and the male gaze objectify women through fragmented body shots and the camera perspective of a heterosexual male viewer. Laura Mulvey's theory of the male gaze also suggests women are seen as virgins or "sexy whores" in the

1. ANDREW GOODWIN’S
THEORY
BY FIN HICKS

2. GOODWIN'S THEORY
• “Music videos ignore common narrative as they are essentially
advertisement. As consumers we make up our own meaning of
a song in our minds. The artist or record company aims to
anchor their meaning though.”

3. CONVENTIONS
• Goodwin uses 6 different conventions to explain his theory within a music
video.
• 1.Links between lyrics and visuals
• 2. links between music and visuals
• 3. genre characteristics
• 4. intertextual reference
• 5. notions of looking
• 6. voyeurism ( insight into the artists life, screens and mirrors, direct gaze,
others looing at the artist)

4. LYRIC AND VISUAL / VISUALS AND MUSIC
• Goodwin suggests lyrics will make constant references to visuals on screen.
Visuals will reinforce what the lyrics say.
• Links between the mudsic and visuals can vary depending on the different
genres and also the general music and the speed of which it is played

5. GENRE AND CHARACTERISTICS
These are depicted as the certain traits associated with a particular music genre.
For grime videos you would expect them to have the following characteristics,
jewelry, a narrative based story, hoods and urban clothing. A trait of many grime
songs is to perceive the artist as if they have just written the music. This can be
seen in the song “Stan” by Eminem

6. INTERTEXTUAL REFERENCES
• Intertextuality in music videos Intertextuality is the way in which one media
text is referenced in another. An example of this is Lady gagas ‘paparazzi‘
video features newspaper headlines and articles throughout making this a
form of intertextuality in her video.

7. NOTIONS OF LOOKING
• Notions of looking is very common in music videos and the idea of gaze and
the way someone in particular is seen. For example in the majority of music
videos women are often presented according to Goodwin as objects. But this
can be the same for men as they get represented as controlling or violent as
cheats.

8. VOYEURISM
• The concept of voyeurism stems from the psychologist Freud and it is used in
Media Studies in terms of explaining the gendered pleasures of cinema and
refers to the idea of looking in order to gain sexual pleasure.
• Goodwin states that it is usually the women who are being objectified in this
way, through a mixture of camera work and editing with fragmented body
shots.

9. LAURA MULVEY THEORY
“THE MALE GAZE”
• During the second wave of feminism in the 1970s coined the
term “ The Male Gaze.” This term refers to the way in which
females are viewed on camera by the audience from the
perspective a heterosexual male. As a feminist she believed
that this objectified women. For example in a film the camera
may linger on a woman's assets and physical features therefore
displaying the woman as an erotic object. Although the term
centers to film it can be applied the same to music videos as
well.

10. • Laura Mulvey emphasis that even women are made to see certain visuals from
the same perspective of a male. For example Katy Perry’s ‘Teenage Dream’
which is generally targeted at women. However the visuals of the video still
portray the perspective of a heterosexual male and the male gaze forcing
women to watch it from that perspective.

11. THE VIRGIN/ WHORE DICHOTOMY
• Another part of Mulvey’s male gaze is that she suggests there are two ways in
which women are identified
• 1) The first is that women can be portrayed as a virginal innocent character
• Or
• 2) The second which Mulvey says is a possibility is in which a woman is
portrayed as a “sexy whore” This is called the Virgin/Whore Dichotomy