Andrew Goodwin

                                   Andrew Goodwin

Andrew Goodwin Theory - Music videos ignore common narrative as they are essentially advertisements. We make up our own minds about the meaning of the song.

1) A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics. E.g. Jessie J music video "Price Tag" she says "its not about the money", but then she is seen standing under a tree that is growing money which contradicts her lyrics

2) Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrates, amplifies and contradicts the lyrics). The lyrics go with the video e.g. Adele hello the lyrics are sad and in the video she is portrayed as emotional and sad.

3) Gene - related style and iconography present e.g. Kiss because they always play with white make up on whilst wearing black.

4) Multiple close up of the main artist or vocalist: The creation of the star image to promote a recognizable brand image e.g. JLS promote themselves because they are attractive, this means girls are drawn in due to sexually attraction.

5) Voyeurism often plays a major part, especially in a relation to females. e.g. this is shown by Britney Spears as she uses her sexiness to her advantage to attract men to watch her videos.

6) Inter textual references to other media texts may be present, especially in humorous videos. sing one video to visually promote and be a direct reference to another media text. By recognizing links between two media it would make it more memorable.