Who Is Andrew Goodwin?
Andrew Goodwin is a media theorist who came up with the theory which was stated in his book called 'Dancing In The Distraction Factory'. The theory states that there are 6 different elements that make up a music video. Goodwin's theory allows us to analyse or compare a music video in depth and cover all the vital elements that a music video will contain or be a part of. It allows us to see trends and connections between genre and content. The six different elements within Andrew Goodwin's theory are:
1) A relationship between the lyrics and visuals with the visuals either illustrating, amplifying or contradicting the lyrics.
2) A relationship between the music and the visuals with the visuals either illustrating, amplifying or contradicting the music.
3) Genre-Related style, so a particular type of genre will vary in the style of the music vieo that is created.
4) Star image, multiple close up shots of the main artist or vocalist. Meaning that through the music vieo the video focusses on having lots of shots of the artist making sure the artist are the priority of the video.
5) Voyerism, so this is when the artist or the dancers are wearing little clothing. This is to attract the males.
6) Intextual references; either to other music video's or to films an TV texts.
Andrew Goodwin's Theory
1) A relationship between the lyrics and visuals with the visuals either illustrating, amplifying or contradicting the lyrics.
2) A relationship between the music and the visuals with the visuals either illustrating, amplifying or contradicting the music.
3) Genre-Related style, so a particular type of genre will vary in the style of the music vieo that is created.
4) Star image, multiple close up shots of the main artist or vocalist. Meaning that through the music vieo the video focusses on having lots of shots of the artist making sure the artist are the priority of the video.
5) Voyerism, so this is when the artist or the dancers are wearing little clothing. This is to attract the males.
6) Intextual references; either to other music video's or to films an TV texts.
Andrew Goodwin's Theory
Andrew Goodwin believed that pop video's were changing with time and no for the better. He believed that pop music video's approach narrative conventions from different angles to novels and films. He believes in every pop music video there are key features that appear in most 'typical' pop video's. He indentified many of the feautures including illustrating, amplifying and contradicting. Underneath are examples that express Goodwins theories:
Star Image
One of the techniques Andrew Goodwin included in his theories was Star Image which feautures the artists face the most. Goodwin believed that star image is were the camera focuses on the main artist, this is to show the star quality and sell themselves an artists. Most video's around this time 2010/2011 so on seem more and more seductive and the music video's no longer relate or emphasis on the song like how it was in the 80's. Most music video's when shot has a main focus to make the artist the 'centre of attention', the camera focuses on the artist rather than the background dancers or actors/actresses unless the music video is narrative. So throughout most music video's you would see the camera focussed on the artists face.
An example of an artist that uses this concept in their music video is Mariah Carey in her song We Belong Together. This is to engage the viewer to watch the music video because viewers are not going to want to watch dancers in the background who they don't even know.
The camera's main focus is towards the artist to draw in the viewer. They sing directly to the camera making the viewer feel a connection and apart of the video. The example I have given is Mariah Carey, if you look at the images to your right you can see in all these screen grabs that the focus is on the artist and it almost comes across as if she is being seductive towards the audience to make them keep watching her music video. Underneath is her music video 'We Belong Together'.
Star Image One of the techniques Andrew Goodwin included in his theories was Star Image which feautures the artists face the most. Goodwin believed that star image is were the camera focuses on the main artist, this is to show the star quality and sell themselves an artists. Most video's around this time 2010/2011 so on seem more and more seductive and the music video's no longer relate or emphasis on the song like how it was in the 80's. Most music video's when shot has a main focus to make the artist the 'centre of attention', the camera focuses on the artist rather than the background dancers or actors/actresses unless the music video is narrative. So throughout most music video's you would see the camera focussed on the artists face.
An example of an artist that uses this concept in their music video is Mariah Carey in her song We Belong Together. This is to engage the viewer to watch the music video because viewers are not going to want to watch dancers in the background who they don't even know.
Visual and Lyrics.
This is when the lyrics the singer is singing tie in with the movement or a still in the video. This is also called interpretive when the visual things you can see in the video link or emphasis what the singer is saying. An example of an artist who uses this is Beyonce with her song 'Single Ladies'. In the song she sings "If you like it you should have put a ring on it' then when she says this you can see her pointing to her finger implying that you should put the ring on her video. This video proves that Goodwins theory is correct with the use of visual and lyrics linking together. The use of this concept in Beyonce's music video is to draw the audience in by not only the lyrics but also with the movement and gestures.
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