Goodwin's Theory

Media theologist Andrew Goodwin identified several key features of music videos which are used in almost all contemporary videos.

1 - There can be a relationship between the lyrics and the visuals, either amplifying or contradicting them.

This can mean that the themes, mise-en-scene or events of the video match with lyrics of the song, to help put across the message of the song and video.

2 - There can be a relationship between the music and the visuals, either amplifying or contradicting them.

This can mean that the cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or notes.

3 - Music videos have genre characteristics.

This means that certain features are expected out of a video depending on the genre of the music, for example a girl band is expected to have dancers and close ups of the singers, whilst a metal band is expected to have performance shots of guitars and drums cut to a fast beat.

4 - Often due to the demands of the record label, artists videos will include many close ups of the artist and will often develop motifs that recur across multiple videos.

This allows the record label to promote a set image for the band, which will help target audiences empathise with the band.

5 - There is often an emphasis on 'looking'

means that the 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This most often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera. This helps the audience connect with the artist.

6 - Often there can be intertextual references.

This means that music videos reference other forms of media, most commonly film, but sometimes television and classic music videos.