Andrew Goodwin proposed the theory that all music videos followed the same conventions and contain the same features throughout.
Below are the six main features that all music videos follow:
Lyrics - These are used to create a relation of feelings between the viewer and the track/video and evoke an emotion, a mood or a sense of subject rather than a meaning.
Music - The speed and tempo will differentiate the editing, for example a fast paced tempo would match with short sharp shots and quick edits whereas a slow and calm song would be paired with longer shots and slower edits.
Genre - Can be reflected in the types of mise-en-scene, themes, performance, camera and editing styles.
Camerawork - Differences in camerawork can show different kinds of meanings within the video. Movements, angles and shots all convey different representations, for example a shot that is made to focus upon someones face can show different reactions and emotions such as shock/sadness.
Editing - The most common form being fast cut montage rendering many images together to make for quick viewing, may be hard to fully understand the representation at first which may lead to multiple viewings in order to grasp the concept.
Intertextuality - Intertextuality used references from different types of media such as film, television and other types. Many of the audience may not be able to understand or notice the refrence made, whereas viewers who notice the reference gain enjoyment.
Goodwins Theory
- There is a relationship between the lyrics and the visuals with the video being an illustrated representation of the lyrics, or even contradicting it, and vice versa. For example if the song that is being sung is a love song and is written about falling in love the video may contain two lovers happy and in love.
- Videos depict genere representations and all genres are diverse. For example a girl group such as The Saturdays may be seen wearing revealing clothing and draped in birhgt colours, bands such as Slipknot will be seen in dark clothing and masks, surrounded by fire.
- There is a relationship between the music and the visuals with the video being an illustrated representation of the music or even contradicting it, and vice versa. For example if the music is fast paced and angry it may be portrayed in the video by a fight or a fast paced chase etc.
- Signed bands may be influenced by the demands of their record company, for example if the record company requested that they show moe close-ups of themselves playing instruments etc then the video that they produce will involve this.
- Frequent reference to the feature of looking (screens within screens, mirrors etc) which shows something that may not be relevant to the narrative such as the actors watching TV. Also many videos contain voyeuristic representation of the female body, many videos contain women that are being shown wearing little clothing and dancing provocatively in a way that will appeal to many viewers, this is often used to increase sales/views as many watch it for the women.
- There is also numerous occasions where intertextuality is displayed, making references to other types of media such as TV, film or other music videos. This gives entertainment for any viewers who understand the reference.
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