Notes on Andrew Goodwins Music Video Theory Dancing in the Distraction Factory Goodwin believes that there is a definitive

link or relationship between the lyrics of a song and the visuals that are linked with it. They either Illustrate, Amplify or contradict. Illustrating-where the visuals are a literal interpretation of the lyrics. Music videos can use a set of imagers to illustrate the meaning of the lyrics and the genre. Amplification- This is similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our vision, so the lyrics/ visuals are different to what the lyrics are stating. Contradicting - The visuals have no connection to the lyrics and the meaning of the song, so they contradict what you can see and what you can hear.

The use of gratifications theory is also applied to give the audience a sense of pleasure whilst watching the music video; it can also include intertextual references to other music videos, films and TV texts. Goodwin also explains that there is likely to be references to voyeurism especially of females this is called the systems of looking in which there are screens within screens (telescope, binoculars, mirrors) Music genres usually have their own style and iconography so the style of the music would define its genre. Intertextuality is links between films, music videos, TV programmes and TV texts. Goodwin- A music video is Advertising, visual art, New forms of television, Propaganda Michael shore- A music video is simulated experience, information overload, decadence and soft-core pornography.