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.