1. Question 1B Theorists Quotes
ANDREW GOODWIN
LAURA MULVEY
SVEN E CARLSSON
ROY SHUKER
STUART HALL

2. Andrew Goodwin
 Andrew Goodwin stated that “Music videos are simply an extension of the
lyrics”
 Key features of the music video theory (Green are the ones that can be
applied to my video, Red are ones that cannot):
 A relationship between visuals either illustrating, amplifying or
contradicting the lyrics
 A relationship between the music and visuals either illustrating, amplifying
or contradicting the music
 Music genres have their own music video style and iconography
 There is likely to be voyeurism, particularly in the treatment of women
 There‟s a demand on the part of the record company for lots of close-ups of
the main artist.
 There is likely to be intertextual references to other music videos or films

3. Roy Shuker
 “Music videos are promotional devices, they
encourage record sales and chart action”

4. Laura Mulvey – The „Male Gaze‟ Theory
 “In a world ordered by sexual imbalance, pleasure in looking has been split
between active /male and passive/female. The determining male gaze projects
its fantasy onto the female figure which is styled accordingly”
 “the gaze is male whenever it directs itself at, and takes pleasure in,
women, where women function as erotic objects”
 Supporting Quote – Jonathan Schroeder “to gaze implies more than to look at
– it signifies a psychological relationship of power, in which the gazer is
superior to the object of the gaze.”

5. Sven E Carlsson
“One of the most common methods of analysis is to break up the music video
into black and white boxes. Almost everything is then perceived as opposites –
trash or art, commerce or creativity, male or female, naturalism or antirealism,
etc.”
Sven believes there are 2 categories that music videos fall in to:
Performance – when the audience are able to see the artist(s) singing and
dancing throughout the video.
Conceptual – when the audience watch something other than the artist
throughout the video. (APPLIES TO MY VIDEO)

6. Stuart Hall
 “Everything which appears in a media text has been
carefully chosen (encoded) to create a „preferred
reading‟”
 (So, everything you see has been put their to get a
specific message across to the audience)

7. Erwin Panofsky (Iconography)
“Something has been encoded with a purposeful and clear
meaning, it will be something that the audience will recognise”
(APPLIES TO MY VIDEO – THE YELLOW BALLOONS)