Andrew Goodwin

Andrew Goodwin

Andrew Goodwin is responsible for the Music Video Theory. He stated that a music video is an advertisement of the song and the artist and that it is a method of anchoring meaning and a link inbetween the lyrics and visuals.

1) There will always be a relationship between the lyrics and the visuals whether it is to Contradict the message, Illustrate or Amplify.

for example, in Jessie J's song Price Tag she is singing the lyrics 'It's not about the money' whilst standing around lots of dollar bills, which is completely contradicting.

2) Songs are sometimes shown through thought beats, meaning you see the sounds that are being played. So they are edited in time of lyrics and a beat in order to emphasize and exaggerate sounds.

This is a perfect example of editing a music video in the beat to exaggerate the sounds. Here shown is the sound waves moving and changing whenever the beat changes or when Alex Turner (Lead singer) hits a different note.

 3) Genre related style and iconography is present. (Mise-En-Scene) establishing a trademark style of videos in order to make it recognizable for a certain genre or artist specifically. Costumes for genres.

Lady Gaga is an example of iconography, as she has a very individual style of which she is globally recognized for.

 4)Voyeuristic Angles of women in order to entice a male audience, for example a shot of a lady from behind would be removing her identity (face) and subsequently focusing on her bum and her legs.

This entire video is a good example of how her identity is removed and the camera shorts are mainly focused on her bum legs and boobs. She is wearing very provocative clothes with chains which are all sexualised,

5) Intertexual (more than one text) references to other media texts may be present, especially in humorous videos. Using 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.



This video is supposed to look like an advert, This is clear by the big unusual writing and the close ups which are trying to advertise the person/character. There are certain clips that have advert screenshots in them which supports their reference to advertisements.