A2 MEDIA, education, andrew goodwin.

1. AndrewGoodwin(1992)
A mediatheoristwhowrote abookcalled Dancinginthe Distractionfactory.In thishe suggests
there are:
 6 keyfeaturesof amusic video
 5 waysto analyse amusicvideo
6 Key Features of a Music Video
1) Music videosdemonstrategenre characteristics.(e.g.stage performance inmetal videos,dance
routine forboy/girl band,aspirationinHipHop).Example;girl bands/artistsare expectedtohave
dancersand close upof the singerswhilstanindi bandare expectedti have performanceshotsof
the band andcut to a fastbeat.
2) There is a relationshipbetweenlyricsandvisuals.The lyricsare representedwithimages.(either
illustrative,amplifying,contradicting).
3) There is a relationshipbetweenmusicandvisuals.The tone and atmosphere of the visualreflects
that of the music.(eitherillustrative,amplifying,contradicting).Theeditingwithcutsandeditsinsync
withthe rhythm.
4) The demandsof the recordlabel will include the needforlotsof close upsof the artistand the
artistmay developmotifswhichrecuracrosstheirwork(a visual style).These include CUsof the
star’s face,iconographyof bandimage,visual trademarksandmotifs
5) There is frequentlyreference tonotionof looking(screenswithinscreens,mirrors,stages,etc)
and particularlyvoyeuristictreatmentof the femalebody. Inpopmusicthisisnormallydone
throughthe costumesthat theywearwhichcan be eye catchingmainlybecause of the sexual appeal
and example of thisisinJeniferLopez’svideo I’mIntoYouwhere asyoucan see she isthe centre of
attention.
6) There are oftenintertextual reference (tofilms,tvprogrammes,othermusicvideosetc). This
where a musicvideoshowsimagesfromothermediaproductssuchas filmsormusicvideosandTV
programmes.Anexample of thisisall the small thingsbyBlink182 whomake funout of Back Street
boysI want itthat way.
The male gaze,coinedbyfeministfilmcritic LauraMulvey,isthe wayvisual artsdepictthe world
and womenfroma masculine pointof view andintermsof men'sattitudes.
The male gaze consistsof three differentgazes;
1)that of the personbehindthe camera,
2)that of the characterswithinthe representationorfilmitself,and
3)that of the spectator.

2. 5 ways to analyse a music video
 Thoughtthroughbeat (seeingwhatthe lyricsmeaninyourhead)
 Relationship betweenthe songandVisuals.
 Narrative andperformance of the song.
 Technical aspectof a music video
 Star Image (protagonist),lotsof camerashotsmakinghim/her the centre of attention.
Thoughtthrough beat(seeing whatthelyricsmean in yourhead)
Step1.To lookat the musicitself.we musttake inthe structure of the song
Step2.The voice of the song.The artistsvoice isextremelyuniqueandcan formidor trademarksthat
workwell withthe starimage
Step3. wouldbe the story of an artist whichhe istryingto tell withinhissong.Itcan establishhimas
a story teller.Andthe musicvideocanaidthis byshowingusthe videothroughthe vocalsof the
song.
Relationship between thesong and Visuals.
Songsfail to give usthe complete narrative.
We onlytendtoget a gistof the meaningof the songand thentendto make up our ownideaof
whatis beingtold-A negotiatedview of atext.
Goodwinexplainsthatmusicvideosshouldignore commonnarrative.Itisimportantintheirrole of
advertising.
Music videosshouldcoherentrepeatability.Narrative andperformance workhandinhanditsmake
it easierforthe audience towatchoverand overwithoutlosinginterest.
The artist actingas both narrator & participanthelpstoincrease the authenticityhoweverthe lip
sync andothermimedactionsremainsthe heartof the video.
The audience needtobelieve whattheyare sayingisreal.
StarImage(protagonist),lotsof camera shotsmaking him/herthecentre of attention
Goodwinreferredtothe starimage a as a veryvital aspectof a musicvideo,theymakingthe music
videolookmore appealingtothe audiencesandbringaunique style tothe videointhe wayhe is
portrayed.
Meta narrative-(The bigstory