ANDREW GOODWINS THEORY In 1992 Andrew Goodwin published

ANDREW GOODWIN’S THEORY In 1992 Andrew Goodwin published his book 'Dancing in the Distraction Factory'. Through this Goodwin established a theory regarding the feature of music videos - looking into 6 main aspects which we look out for as an audience. Another vital feature of a music video is the link between the actual music piece and the video - especially when considering the main purpose of the video itself is to promote the song on which it is based. This is done successfully by illustrating, amplifying or contradicting the message/atmosphere of the music piece. This is commonly done through cutting to the beat of a song.

1) ALL MUSIC VIDEOS HAVE CERTAIN GENRE CHARACTERISTICS, DEPEDNING ON THE GENRE OF MUSIC Goodwin argued that in order for a music video to function successfully it must match up to the existing genre requirements. An example of this is Adele, who tends to focus on the dark, negative themes. Seen below in Adele’s music video

2) MORE OFTEN THAN NOT THERE IS A RELATIONSHIP BETWEEN THE VISUALS AND THE LYRICS As he sings the song, what the viewers see is a visual interpretations of the words.

3)The demand of the record label will be evident in the music video

5)Artist iconography

The notion of looking Another common feature of music videos identified by Goodwin is an focus on the notion of 'looking'. Throughout music videos there is a general emphasis on 'looking', shown particularly through the inclusion of objects based on the notion - such as cameras, screens, mirrors, sunglasses or even telescopes. This is especially evident through the 'Paparazzi' music video by Pop artist, Lady Gaga. Also, throughout many popular music videos there is a sense of voyeurism for the viewers, who are watching on externally as the narrative unveils. This is particularly evident throughout Pop videos containing female stars - who are often subject to the 'male gaze' and prone to objectification through the way in which they are generally sexualized in their music videos. A prime example of this is through Lady Gaga's video 'Bad Romance' shown below.