Goodwin's Theory

Goodwin's theory proposed five things that music videos contain:

- A relationship between lyrics and visuals (EXAMPLE: Rude)

- A relationship between music (melody) and visuals (EXAMPLE: Love You Like A Love Song)

- Star image- close ups of the artist performing, which may be a part of their music video regime.

- Frequent reference to the notion of looking and voyeurism towards an objectified female (EXAMPLE: Can't Remember To Forget You)

- Intertextual references (EXAMPLE: Love Story- inspired by Romeo and Juliet)

Music videos will use certain elements, depending on their genre.

Steve Archer says that there three things which establish the relationship between the song and the music video visuals:

1. Illustration: where the videos illustrate a literate meaning.

2. Amplification: where the music video adds value to the song, by indirectly relating it to the song.

3. Dis-junction: where the music video ignores the song and adds a new meaning.

VISUAL STYLE & STAR IMAGE

Character identities for stars provide identification to the viewer. which is important when the song lacks depth.

I was a prime example of
FAN LOYALTY, my obsession with
Selena Gomez is pretty clear
in the picture, judging by
my bedroom wall. (Oh, the stories I
could tell!)

- The construction of a star is essential- only stars guarantee sales! 

- Fan loyalty enhances sales 

- When music evolves, so does the star, in order to keep with the times. (Look at how long
Madonna's been around- How do you think she's been around for so long?! She keeps with the times!)

- Record companies may rely on only a few stars, or even one star, to make them money.

STAR IMAGE: RICHARD AYER- 'STARS' (Book)

Stars are a phenomenon of consumption, a result of the modern day culture of consumption.

Relationships between star and viewer:

- Emotional: where a viewer develops a loose connection with an artist

- Self identification: places themselves in the artists shoes

- Imitation; where the stars acts as a role model

My example of Projection. (How this
got 227 likes on Instagram
is beyond me, for the record!)

- Projection: where an obsession grows. (To see how this develops, check out iiSuperwomanii's video on how young people get attached to artists!)

A example of evolving image.

"Star image is constructed form a range of materials" - 1979

Materials = Music videos, songs, live performances, media coverage, record covers.

Music videos are used to showcase a star's talent and constructs their evolving image.

VOYEURISM

It is to be viewed for sexual pleasure. This is used by fashion, objectifying camerawork and editing to make the objectified person the center of attention. (Male Gaze) 

LAURA MULVEY: THE MALE GAZE

The Male Gaze focuses on sexual overtures, which will label the objectified women to be a virgin or a whore.

However, this can also be applied to women, where a male is objectified to gain a female audience's response.

THE ART OF LOOKING

Screens within screens are cool! (EXAMPLE: Where Are You Now?)

INTERTEXTUALITY

Can also be described as 'post-modern' (example above)

JOHN STEWART

Music videos can be inspired by:

- Art Photography

- Cinema

- Fashion (catwalk)

- Video Games