Andrew goodwin theory

Andrew

Goodwin TheoryThe First Post Modern

Theorist

Genr

e Ch

arac

teris

tics

In This particular theory,

Andrew Goodwin Believes that

different genres are portrayed

in different ways for example

in pop or chart music there are

likely to be upbeat dancers

however in heavy metal music

videos its is more likely to be

performance based in a darker surrounding.

A great example of this is in

Sigala – Easy Love music video it is all based on

dancing and break dancing.

Lyrics and Visuals

The theory also

passes on the idea

that the visuals

within the music

video link with the

visuals – this is a

regular occurrence

in many videos

and can help the

viewers of the

music video

understand the

lyrics better and

therefore relate to

the music video

making it more

enjoyable to listen

to.

R. City – Locked

Away ft. Adam

Levine is a great

example where

the lyrics relate

to the visuals

for example the

lyrics are

referring to

dedication and

love and the

visuals in the

video help

portray the

same message.

Music

and

Vi

sual

s

Music videos can amplify, illustrate

or contradict the relationship

between the music (for example

the tone and atmosphere of the

song) and the visuals.A great example of this is in the

upbeat music video of Ariana

Grande and Iggy Azalea – One Less Problem.

The visuals use hypnotic swirl

movements to help amplify the

atmosphere within the music video.

The Record Label

Demands are

made by the

Record Label

for example

they often want

close ups of

the artists or

they want the

artist to want a

certain look for

example Lady

Gaga is known

for her abstract

and unique

style.

The

fem

ale

body

Goodwin recognised that many

music videos with female

artists, included voyeuristic

angles of women in order to

engage the male audiences and

create an interest in the artist.

This creates a lustful connection

between the audience and the

artist. Nikki Minaj in the music video

‘Anaconda’ is seen as a sexual

tool. The close up angle, her

eye contact and her positioning

on the floor all convey the

sexualised qualities.

Intertextuality Goodwin

Recognised that it

was not

uncommon to

recognise either

the visuals or the

lyrics of a song to

be a direct

reference to

another media

text. This is used

to grab the

audiences

attention and

provide them with

gratification if the

recognise the link.

A very recent

intertextuality

reference is the

recently

released

‘Writing’s On

The Wall – Sam

Smith’ and its

relation to the

newest James

Bond Film

‘Spectre’ that is

being released

in late October.