Godwin's theory of music videos is based on 8 principles including that videos demonstrate genre characteristics through expected imagery and scenes, the visuals relate to the lyrics and music through illustration, amplification or contradiction, and record labels demand close-ups of artists and motifs. Additionally, videos often include intertextual references to other media, feature objectification of women through voyeurism, follow Todoroy's narrative structure of equilibrium, conflict and new balance, and use binary oppositions of meaning as described by Levi-Strauss.

1. Theory

2. Godwin's Theory
Godwin's theory is based on 8 main
principles

3. Music videos demonstrate genre
characteristics
• With different genres there are certain
images or scenes that we expect to see in
order to tell what sort of video it is and what
we can expect to see

4. There is a relationship between
lyrics and visuals
• the visuals illustrating, amplifying or
contradicting the lyrics

5. There is a relationship between
music and visuals
• With the visuals illustrating, amplifying
or contradicting the music.

6. Demands of the label will mean
close ups of artists and Motifs
• Record companies will demand a lot of
close-ups of the main artist or vocalist

7. Intertextual relationships
• there are likely to be intertextual
references, either to other music videos
or to films and TV texts, these provide
further gratification and pleasure for the
viewers

8. Objectification of women
• Voyeurism is present in many music
videos, especially in the treatment of
females, but also in terms of systems of
looking. Some examples are screens
within screens, cameras, mirrors, etc.
Examples of voyeurism

9. Todoroy’s theory
• Can be applied to music videos as it a
general rule for theory, with a narrative
starting with a equilibrium before going
through a form on conflict and finishing on
a new balance

10. Levi -Strauss
• meaning in narrative is based upon
binary oppositions. In our music video
this would relate in regards to the
opposing relationships within our video
and the use of juxtaposing ideas of love
and relationships.