Andrew Goodwin and Music Video Dancing in the
- Slides: 11
Andrew Goodwin and Music Video Dancing in the Distraction Factory
LQ: Can I write about Andrew’s Goodwin’s ideas about common features in music video ? Lesson Aims ▪ To understand the 7 ideas that Andrew Goodwin has about what makes music video a distinct media form ▪ To put that understanding onto my research blog ▪ To find examples to back up these points in Rihanna’s ‘We found love’ So first we need to look at Rhianna’s ‘We found love’ https: //www. youtube. com/watch? v=tg 00 YEETFzg
Andrew Goodwin ANDREW GOODWIN'S basic idea is that: "Music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning of a song in our minds: a music video can anchor meaning and gives the record company/artist a method of anchoring meaning" Therefore music videos can become a key element in selling products and are perhaps more that advertisements as they can be part of the product itself – think about the popularity of music video on Youtube when listening and watching become bound together. Goodwin identifies 7 CONVENTIONS that can be used when studying music video
1. There’s a relationship between the lyrics and the visuals This relationship between the lyrics and the visuals means that the music video can illustrate, amplify or contradict the lyrics. Which of the 3 categories is used in Rihanna’s ‘We found love’
2. Editing to the beat/rhythm. Goodwin identified that the visuals within a music video may be edited in time to the lyrics/ change in pace of the song. He also stated that these visuals are commonly repeated within a chorus to emphasise the repetition in lyrics and beats. EXAMPLE of this in Rihanna’s ‘We found love’
3. Genre-related style and iconography Goodwin recognized that most artists have a trend of repeating certain actions within their music videos in order to establish this as their 'trademark' action or gesture and therefore making their songs recognizable due to this ‘trademark’ reoccurring. The ‘trademark’ is often associated with iconography for instance Amy Winehouse's iconic hair that remains remembered even after her death. This is related to the creation of the Star Image. EXAMPLE of this in Rihanna’s ‘We found love’
4. Multiple close-ups of the main artist or vocalist There are so many close-ups in order to ensure the creation of a star image so that it is easier to promote a recognizable brand image. EXAMPLE of this in Rihanna’s ‘We found love’
5. Looking and women Goodwin recognized that many music videos included voyeuristic angles of women in order to entice a male audiences interest in the artist and also the lyrics to which these shots represent. This is used to sexualize the female artist can ensure the male audience engage in the music video as it increases its attractiveness for them. This idea was deliberately connected to that of Laura Mulvey's and theory of the Male Gaze, something that we will look at in the next lesson. However, Goodwin says that music video can be different from other media as the female artist can look directly at the camera and be an active participant rather than a passive object. EXAMPLE of this in Rihanna’s ‘We found love’
6. Intertexual references References to other media texts may be present, especially in humorous videos. These are also used to build the brand by connecting to other important celebrities and/or events EXAMPLE of this in Rihanna’s ‘We found love’
7. Narrator and Performer Goodwin stated that music videos avoid the common narrative as their role is more to advertise than become a story. The artist therefore will become both a participant and narrator within the music video. Lip synching and other actions featured in the video increase its verisimilitude and therefore prevents the audience from disbelieving the narrative/ performance. EXAMPLE of this in Rihanna’s ‘We found love’
Now write up your notes and add them to your research bog It would be good to illustrate your post with screen grabs rather than write a lot of words !
