Ben Morgan

Andrew Goodwin Theory

In 1922 Andrew Goodwin created a new theory involving media language. Part of
his theory is spilt up into 5 different characteristics and features for music
videos.
1. Music Videos demonstrate certain genre characteristics
Andrew is implying that in certain music videos stereotypical events happen
depending on the genre which sets the tone and influences on what features in a
music video. A music video which just involves the camera focusing on the singer
whilst playing shows the audience that the genre is either acoustic or indie due
to the lack of activity and calm atmosphere. An example is the music for
Skeptas song Shutdown. The genre of this song is Rap which is very clear as it
features a battle between one gang and another with props such as money, gold
chains, knuckledusters and flat caps.
2. There is a relationship between music and visuals
Goodwin believed that music videos had the capability to be promoted and sold
through the way the lyrics were sung. The way that this is represented is through
the actions of the protagonists doing exactly what the lyrics are saying. A great
example of this is the Jump! and also the song Everybody Hurts as the
audience are shown people who are very emotional trying to find a way out of
the situation.
3. The demands of the record label will include the need for lots of
close ups of the artist
Andrew Goodwin stated that Richards Dyer theory of star power is a crucial
aspect to any music video due to the fact that it entices the audiences as it is
appealing to them and will make them want to purchase their song or album.
The protagonist is always standing out compared to the backup dancers etc.
through a significant costume. By doing this it promotes them publically and
gives them a reputation through how they act in the music video whilst selling
their product as well.
4. There is frequent reference to the notion of looking
This side of the theory includes male and female figures being portrayed
seductively through the usage of direct mode of address with strong eye contact
with the cameras whilst filming. Not only that but the use of props helps signify
the seductive side to the music video. These types of music videos tend to use
the theory of Male Gaze due to the attractive females who feature in the videos
with very little clothing on which entices the male audiences which opens up
these music videos to an array of target audiences. A famous artist who falls
straight into this category is Miley Cyrus who sells her music through sex appeal.
5. There are often intertextual references mostly to film, television
and popular culture
Intertextuality is referencing to other texts which the audience may be familiar
within the music video. This can generate both nostalgic associations and new
meanings. A key example of this would be in the music video of Taylor SwiftLove story because the lyrics of this song relate to the love story between

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Romeo and Juliette. This video is made to look like a modernised version of the
story, relating more to the lyrics of the song.