Goodwin’s
Theory –
These are the
main principles of Goodwin’s theory:
1.
Links
between lyrics and visuals –
Goodwin thinks lyrics should link into the visuals that a
played on screen, and the lyrics should reinforce what the visuals are trying
to get across. These help deliver the
message of the song though these two elements.
2.
Links
between music and visuals –
The rhythm of the song goes with the flow of the music and
all the cuts within the clip are in sync also to make the clip match the
editing and effects used within the music video.
3.
Genre
characteristics -
Different genres have different characteristics portrayed
within a music video and are meant to differentiate from other genres. An
example of this is that most Hip Hop music will be quite faced paced and have
quite urban features included opposed to Rnb music and bands are expected to
have backing dancers and close up on the singers/artists.
4.
Due to record
label demands, there needs to be close ups of artists -
Record labels do this to help create a brand image for a
particular artist and band with help the target viewers engage with them.
5.
Notions of
looking -
The male gaze theory is used to portray women as a man’s object
as this theory is aimed towards the male agenda. This is because it appeals to
men as the camera focus is normally on a women’s body which is emphasised from
a man’s point of view looking at a women.
6.
- Intersexual references -
There can be intersexual references in music videos such as references
cross linking into TV programs, different music videos and films.
7.
Performance,
narrative and concept based –
Performance – shows a performance of an artist within the video
which is used as the main focal point.
Narrative – The video tell a story based around the lyrics of
the song or is linked into the lyrics some extent.
Concept – These videos are based around one particular idea. This is
normally unusual so that it attracts in their target audience and draws them
in.
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