Googdwins theory powerpoint

Andrew Goodwins Theory

Media studiesGroup 1

What Goodwins theory about…

Goodwins theory talks about approximately seven key aspects that all interlink to make a successful music video. These include:- Links between lyrics and visual,- Link between music and visual, - Genre characteristics, - Intertextual reference, - Notions of looking, Voyeurism,- Performance, Narrative and concept based music videos,- Demands of the record label.

Link between lyrics and music

Goodwin suggests that lyrics of a song will make a constant reference to the visuals on screen. The visual of a music video magnify what the artist is saying. This allows the listeners to engage with the song and understand the message they are giving off through, mis-en-scene, themes, camerawork and themes.

For example…

Beyonce’s song – ‘move your body’ is an example of where the visuals on the screen match the lyrics, she performs all the lyrics e.g. ‘put your knees up in the sky cuz we just begun’…‘do the running man then you turn around like this’ this allows the audience to interact with her performance and engage well with her music showing the audience how its done and making it fun and appealing to anyone, giving it an energetic and colourful vibe.

Dance for you Is another song performed by Beyoncé which again matches the visuals on the screen ‘tonight I wanna dace for you’ are sung in comparison with women dancing this allows the audience to engage with the mood, tone and atmosphere of the song.

Link between music and visual

Another element Goodwin looked at was the relationship between music and the visuals. This could be under the following effects:• Amplifying • Contradicting • Illustrating • Cutting visuals in time to music.

‘Talk dirty to me’ is an example where the music and the visuals go well. The choreographed routine is in sync with the music, making it more catchy and memorable as the dance moves would be recognised for that song.

‘Walks like Rihanna’ by The Wanted supports Goodwins theory as at a certain point the strobe lights and beat of the music coordinate , giving it more of a dramatic effect

FOR EXAMPLE..

Genre characteristics

• Goodwin said another feature of a music video that was important is the genre characteristics that demonstrate music videos. For example rock music videos would usually be live performances. Genres can include:

• Narrative built • Studio performances • Stadium performances • Concept built

For example

Characteristics of rap songs would be big jewellery, many half dressed women, hoods, gangs etc. this is shown in 50 cents song ‘hands up’ where he is in an environment where there are plenty of show room cars, he's wearing big heavy jewellery, women etc. these traits would allow an audience to identify the genre characteristics very easily.

Some characteristics of grime songs is to distinguish the artist as if he is writing the music, the song is being read out like a story alongside the narrative coming to life as shown in Eminem – ‘Stan’

Intertextual reference

Goodwin noted that music videos are commonly intertextual this is when there are references to other music videos, stories, films or another form of media. it can be done in memory of someone, parody, or just simply because it fits well with their storyline.

Love story is an example of intertextuality as Taylor Swift uses the story of ‘Romeo & Juliet is her music video this would be an example of intertextuality as a story from another media text has been added within her video.

Star Trek is a well known tv series, Eminem had intertwined it with his parody song ‘we made you’ this is another example of intertextuality as he has referred to start trek

Eminem also used Michael Jackson in another song, referring to his thriller music video as it fits well with his parody theme.

Notions of looking/ Voyeurism

Goodwin also identified that within music videos there is a concept of voyeurism. This could be in many different forms i.e nudity, an intimate scene. It attracts a lot of male gaze, this allows the artist to appeal to many different audiences, whether that be males, boys or females, as girls may aspire to have bodies like theirs and men for their own gratification.

EXAMPLES OF MALE GAZE AND VOYUERISM

Performance, narrative and concept based music videos

• Goodwin suggested that music videos all have a structure to them; whether they be performance live on stage or a narrative of their life or something they’ve seen. For example Katy Perry ‘The one that got away’ tells a narrative of how the man she loved died but she never fell out of love with him. Beyoncé's song ‘End of time’ is a live performance she did during a concert. This appeals to many different audiences and allows the audience to engage to the artist in different ways i.e. showing empathy, hate, love etc.

Demand of record label

• Demand of record label is to portray a certain image to a target audience. Rappers; Dr. Dre, 50 Cent, Eminem are all examples of artists appealing to the young adult target audience (16-25). They will use many close ups to the cars they are driving, the jewellery they are wearing, their tattos etc. this is so that the artist becomes recognised and established with wealth, money and power. Even after they die their trade mark still carries on i.e. TuPac, Michael Jackson etc.