Andrew Goodwin Music Video Theory
Andrew Goodwin theory --> Music videos ignore common narratives as they essentially advertisements. As consumers, we make up our own meanings of a song in our minds: a music video can anchor meaning and gives the record company/ artist a method of anchoring meaning...
He explains his theory using 6 different conventions within a music video:
1. A relationship between lyrics and the visuals, which illustrates, amplify or contradict the lyrics
2. The relationship between music and the visual, which illustrates, amplify or contradict the music.
3. Genre-related style and iconography present
4. Multi close-ups of main artist or vocalists: the creation of star image to promote a recognizable brand image
5. Voyeurism often plays a major part, especially in relation to women
6. Intertextual references to other media texts may be present, especially humorous videos
Andrew Goodwin theory --> Music videos ignore common narratives as they essentially advertisements. As consumers, we make up our own meanings of a song in our minds: a music video can anchor meaning and gives the record company/ artist a method of anchoring meaning...He explains his theory using 6 different conventions within a music video:
1. A relationship between lyrics and the visuals, which illustrates, amplify or contradict the lyrics
2. The relationship between music and the visual, which illustrates, amplify or contradict the music.
3. Genre-related style and iconography present
4. Multi close-ups of main artist or vocalists: the creation of star image to promote a recognizable brand image
5. Voyeurism often plays a major part, especially in relation to women
6. Intertextual references to other media texts may be present, especially humorous videos
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