Wednesday 14 June 2017
Goodwin
Goodwin
Goodwin theory "music videos ignore common narrative as they are essentially advertisements. As consumers, we make our own meaning of a song in our mind: a music video can anchor meaning and gives the record company/artist a method of anchoring meaning"
Goodwin explains his theory within a music video using six different conventions.
1. A relationship between the lyrics and the visuals which illustrate, amplify or contradict the lyrics.
2. Thought Beats: Seeing the sounds (the relationship between the music and the visuals which illustrate, amplify and contradict).
3. Genre-related style and iconography present
4. Multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognisable brand image.
5. Voyeurism often plays a major part, especially in relation to females.
6. Intertextual references to other media texts may be present, especially humorous videos.
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