Andrew Goodins TheoryANDREW GOODWINS THEORY CONSISTS OF FIVE KEY ASPECTS OF MUSIC VIDEOS THAT WE THE AUDIENCE SHOULD LOOK OUT FOR.

1. LYRICS AND VISUALS

2. MUSIC AND VISUALS

3. MUSIC VIDEO

4. EMPHASIS OF LOOKING

5. INTERTEXTUALITY

Lyrics and Visuals

The relationship between lyrics and visuals is demonstrated in Miley Cyrus Wrecking Ball. The lyrics say 'I came in like a wrecking ball....' and have Miley Cyrus literally sat on top of a wrecking ball swinging back and fourth. The video speaks about her recent break up with fiancé Liam Hemsworth.

Another example from a music video is Jessie J Price Tag, The video emphasises money and wealth. The artist is trying to portray the importance of the non-materialistic things in life, and how money is taking over happiness. The lyrics say 'just stop for a minute and smile....' it reflects on the illuminati and mind control, giving social criticism for our obsession to be wealthy.

Music and Visuals

Music and visuals is demonstrated in Katy Perry's music video The One That got Away. At the end the song ends then a fade in of old country and western style 'My only sunshine' this is not necessarily promoting her single, but its enhancing the narrative structure. As the imagery we see reflects the music, this engages the audience and we as an audience make this link and sympathises with the characters

Music Videos and Genre Characteristics

One Direction are a classic example of this area of Goodwin's theory as they are the stereotypical boy band. They are selling a brand and a fun lifestyle more than their actual voices, this is why they are so heavily featured in their videos. There are a lot of close ups used in the camerawork and there are a lot of fades used in editing. This romanticises the band making them more desirable to their younger audience. In their What Makes You Beautiful video there are many shots of them splashing around in the water, Keeping the focus on them.

Emphasis on Looking

Lady Marmalade is a classic example of the 'male gaze' where a voyeuristic view is taken of women. its heavily focused on presenting things that appeal to men, such as bare flesh. Some see it as exploiting women, however it could also be seen as women exploiting men as the women using their assets to their advantage, 'betta get that dough sisters' is said in the chorus which suggests they are making money. The song is heavily promoting women by wearing provocative clothing and dancing in a sexual manner.

Intertextuality Intertextuality

Intertextuality is where elements of other texts are shown.  Intertextual figures could show parody, allusion, plagiarism, translation, quotation etc. This is clearly shown in Taylor Swifts Love Story, the intertextual references are all fairytale based. The beginning and the end of the video have intertextuality of teenage love stories, they are always on campus, holding their books, sat under a tree. There is strong intertextuality of different fairytales, there is a balcony like Shakespeare's Romeo & Juliet, there is a horse like in cinderella, she leans out of her tower like Rapunzel all of these aspects work together, using the stereotypical text of romance that we see all the time.