Applying Goodwin's Theory

1 - Beyonce’s and J-Z’s music video Déjà vu conforms to Goodwin’s theory as there is definitely a connection between the lyrics and the visuals. Déjà vu can be defined as experiencing something that you may have seen before it implies a craziness and madness from the person and this is represented through the way Beyonce dances in the video. Her choreography could be classed as crazy with fast dance moves perhaps out of control to try and portray the madness that déjà vu can make a person. And the setting being in an almost "jungle" background represents being in the "wild" which also links to the theme of deja vu sending someone insane. Adding to this “ the sexiness is so appealing I can’t let it go” the lyrics in the part of the song are indicated also through the way Beyonce dances which is very provocative and the clothing she wears which is very appealing with little covering her and short, tight outfits that show her womanly figure.

2 - Further more as Goodwin implies there can be a relationship between the music and the visuals for example in this music video it amplifies this point, the editing and cuts of the video are in sync with the rhythm and beat of the song for a specific effect. The beat in the song is fairly quick therefore the director has used several short, quick and fast cuts throughout the entire video adding to this flashes of light on certain scenes to again reiterate the theme craziness and madness that déjà vu is meant to portray.

3 - The video follows the conventions of Goodwin’s theory as it also contains genre specifc characteristics to RnB and Rap music. A common feature of this genre is performance based music videos which we see in “déjà vu” both Beyonce and Jay-z lip sink into the camera to perform the song to the audience. Adding to this, many RnB videos contain stereotypical hip hop dancing which is what Beyonce does, she represents the genre by more provocative dance moves but also quick fast and upbeat which are conventions of hip hop dancing.

4 - Due to the demands of the record label, the artists video includes several close ups of the main singer which is does in this case of both Beyonce and Jay-z. This is allows the record label to promote a set image for the artists which will help its target audience. The audience this music video is aimed at is a younger age 16-25 therefore the colours used are bright and bold which tends to attract a younger audience. Also both the singers in the eyes of young viewers are seen as “attractive” which is a main feature of the RnB genre and the close ups used show the attractiveness and sexiness which they are trying to portray with Beyonce for example at the start of the video is shows her bare skin” which is seen as provocative hence attracting a younger audience males but also females who would like to look like Beyonce.

5 - This video also conforms to the “male gaze” theory which is used to attract a male audience, it focuses on certain aspects that appeal to men. This is a voyeuristic view of, and objectification, of women. In this video there is an emphasis on Beyonce looking directly into the camera which helps the audience connect with the artist. In particular the clothes Beyonce wears attracts the males very tight and little clothing again showing her womanly figure. Her long, flowing hair could also be portrayed as stereotypical of a. “attractive” woman. Also the way she dances throughout in particular the scene with Jay-z involved very provocative moves and close proximity between the two implying a sexual attraction that may appeal to a male audience.

6 - This video doesn’t show intertextual references, where there is reference to other forms of media. This would mean perhaps showing one of the singers on a mobile phone, watching television or reading a magazine. This is a very popular feature In music videos it can help to move a plot on in a narrative based video for example a “break up” can be shown through a text message. However in this particular video there is no referencing of other media.