Goodwin's ideas about Music Videos

Andrew Goodwin is a media theorist who came up with the theory which was stated in his book called 'Dancing In The Distraction Factory', which he published in 1992. The theory states that there are 6 different elements that make up a music video. Goodwin's theory allows us to analyse or compare a music video in depth and cover all the vital elements that a music video will contain or be a part of. It allows us to see trends and connections between genre and content. The six different elements within Andrew Goodwin's theory are:

1) A relationship between the lyrics and visuals with the visuals either illustrating, amplifying or contradicting the lyrics.

2) A relationship between the music and the visuals with the visuals either illustrating, amplifying or contradicting the music.
3) Genre-Related style. So a type of genre will differ in the style of the music video that is created.
4) Star image. This is when multiple close up are shots of the main artist. Meaning that through the music video it will have lots of shots of the artist making sure the artist are the main focus of the video
5) Voyeurism. This is shown in many different music videos, especially in the treatment of women, but also it can be used in the term of, system of looking. 

6) In-textual references, either to other music video's or to films or TV texts.

Visuals Illustrating the lyrics 

This is when the lyrics the singer is singing tie in with the movement or a still in the video. This is also called interpretive when the visual things you can see in the video link or emphasis what the singer is saying. An example of an artist who uses this in their music video is Beyonce with her song 'Single Ladies'. In the song at 0:31 - 0:35 she sings "If you like it you should have put a ring on it'. When she is singing this you can see that she and her dancers are pointing to their fingers. Implying that a man should out a ring on it. Also at 0:10 Beyonce sings "So put your hands up" and say she says "up" she and the dancers put both of their hands up in the air. Also at 1:06 Beyonce songs "Acting up up" she does this while sitting down, and then when she says "up,up" she stands up. This video proves that Goodwins theory is correct with the use of visual and lyrics linking together. The use of this concept in Beyonce's music video is to draw the audience in by not only the lyrics but also with the actions and dancing she does in this music video. 

Visuals amplifying  the lyrics 

Amplification is designed to enhance the style and mood of the song, for example, If the visuals shows sadness, the audience is meant to feel the emotions of for the song. One example of this is Leona Lewis Run. The song is about accepting the loss of a loved one, and throughout the music video we see visuals that amplify the meaning of sadness. For example in the whole music video from 0:01 - 4:51 we see Leona in a black dress which connotes death and sadness. Also the background she sings on is very dull and mysterious; this again amplifies the theme of the song which is sadness. This impacts the audience by allowing them to feel and see the emotion of the song and the emotion of the lyrics, that the artist is singing. The audience might not understand the words to the song, due to the accent of the artist of the words that they use. But the visuals will amplify the meaning in order to let the audience understand the meaning on the song.

Visuals contradicting  the lyrics 

Contradicting in music videos is when the visuals in the video does not relate to what the lyrics are saying. An example of a contradicting music video is MGMT Kids. The visuals show a baby being tortured and scared by monsters which is upsetting scene, but the music itself is very up beat and happy.At 2:17 the lyrics say "we like to watch you laughing" and the baby is shown crying and upset. This is am example of contradicting. The costumes worn throughout the video also contradicts the lyrics. This is because the song is very happy and jolly, but the costumes are very scary. This is very contradicting. Also you would first think the video will have children playing around however this is not what it does have in it. At 2:00 the lyrics say "crawling on your knees" the visuals whilst this is being said the woman is actually carrying the baby. The video itself makes the audience feel sad and on edge about the baby, they begin to feel sorry for the baby and actually ignore the beat and lyrics of the song.This is very unsettling for the audience which makes them wonder why it was filmed the way it has been filmed.

Iconography

Iconography is when certain visuals or image triggers a more broad association with a topic.   such as individual elements relating to a genre of musics or the artist. An example or this would be Nicki Minaj Beez in the trap. This is because the genre of music this song is, is Rap. In the music video we see visuals that associate with rap. For example at 0:47 we see Nicki Minaj and two girls, dresses in very little, which is a convention of a rap music video. Without listening to the lyrics we will know that it is a rap video due to the girls in very little clothing. Also another convention that is associated with a Rap music video is at 0:49 we see a man counting money. This is a very strong convention of a rap music video. Also through out the whole music video, they cut back to scenes in a club. This enforced the fact that the music video is a rap music video. Also iconography are elements that relate to the actually artist. For example Nicki is well known for wearing crazy wings. So at 1:21 we see Nicki wearing a bright green wing. This allows the audience to identify, that Nicki is in the music video. Iconography impact the audience because it allows them to understand the genre of the music video better, due to the visuals that they see. 

Intertextuality  

Intertextuality is when one media refer or relates to another source of  media. In my case it can be done by a music video having context in it that relates to media source. An example of a music video which has intertextuality would be Taylor Swift Love Story. In the music video she is referencing the movie of Romeo and Juliet. At 1:05-1:09 Taylor sings "Romeo take me somewhere where we can be alone,..." This is a clean reference to Romeo and Juliet, because she says "Romeo" Also from 0:50 - 1:22 we see the two main actors, dancing with each other at a ball. In the film for Romeo and Juliet the first time the two lovers meet is at a ball dance, in a hall. So the music video has clearly adopted this idea. Also at 1:25 - 1:29 Taylor says "i sneaks out to the gardens to see you". This is again intertextuality because in the film for Romeo and Juliet, Juliet sneaks out in her garden to see Romeo. Intertextuality has a very strong impact of the audience. This is because by referring to another source of media in a music video, i will allow the audience to understand the meaning on the song better. She relating it back to my example, because we all know that Romeo and Juliet were very much in loved, by Taylor referring to them in her music video, the audience will relate the two and understand that the two characters are very in love.

Voyeurism 

Voyeurism refers to the use of staring at someone or something, and is the system of looking. Laura Mulvey came up with the "Male gaze" which is how men look a women in a film or in my case a music video. In modern times males are sexualised and women have power, but prier to this often men had all the power and women where just there to be looked at. An example of voyeurism in a music video is 50 Cent Candy Shop. This is because in the music video we see many shots of women dressed in little clothes, being very seductive. An example of this in the music video is at 0:27 till 0:35 we she long mid and close up shots of women in a house, dressed in little clothes. Also from 1:39 till 2:00 we see women dressed in red doing a sexy/ seductive dance. Also of this will attract the male attention, which will make them watch the whole music video. 

Close Ups 

The record label will demand lot of close up of the artist or band, in order for the audience to feel closer to the artist or band, and also in order to get the artist visual appearance across to the audience, so when they see the artist or and next they will know who they are. An example of a music video that uses many close ups is, Rihanna Take a bow. In the whole video there are 21 close up. An example of there a close up is, is at 0:12. All you can see is her face. This allows the audience to full known who Rihanna is, and it feels like she is talking to the audience. Also at 1:00 we see another close up. This again makes the audience feel like Rhianna is singing to them. The overall impact close ups have on the audience is that is makes the audience feel like they part of the music video, and that the artist is singing and involving them in the video.