Andrew Goodwin proposed a theory in 1922 involving 5 characteristics of music videos: 1) Genre characteristics are demonstrated through stereotypical events depending on the genre. 2) There is a relationship between the music and visuals, with visuals representing the lyrics. 3) Record labels demand close-ups of artists to entice audiences and promote sales. 4) Videos frequently reference the notion of looking through seductive portrayals and male gaze. 5) Videos often include intertextual references to film, TV, and popular culture.

1. Andrew Goodwin Theory
By Ben Morgan

2. Introduction of the Theory
• In 1922 Andrew Goodwin created a new theory involving media
language. Part of his theory is spilt up into 5 different
characteristics and features for music videos.

3. 1. Music Videos Demonstrate Certain Genre
Characteristics
Goodwin is implying that in certain music videos stereotypical events happen
depending on the genre which sets the tone and influences on what features in a
music video. A music video which just involves the camera focusing on the singer
whilst playing shows the audience that the genre is either acoustic or indie due to
the lack of activity and calm atmosphere. An example is the music for Skepta’s
song “Shutdown”. The genre of this song is Rap which is very clear as it features a
battle between one gang and another with props such as money, gold chains,
knuckledusters and flat caps. Film and music genres incorporate intertextuality in
order to create direct links and also increase their audience. An example of this is
‘Quadrophenia’ and The Who.
YouTube Link - https://www.youtube.com/watch?v=MQOG5BkY2Bc&safe=true

4. 2. There Is A Relationship Between Music
And Visuals
Goodwin believed that music videos had the capability to be promoted and sold through the way
the lyrics were sung. The way that this is represented is through the actions of the protagonists
doing exactly what the lyrics are saying. A great example of this is the “Jump!” by Van Halen and
also REM’s song “Everybody Hurts” as the audience are shown people who are very emotional
trying to find a way out of the situation. Not only that but “Everybody Hurts” features the lyrics on
the screen as subtitles which shows their importance and creates a message from the artist. This
video shows the significant lyrics that reinforce the idea of informing people that there is always a
solution to a tragic situation.
YouTube Link (Jump!) - https://www.youtube.com/watch?v=010KyIQjkTk&safe=true
YouTube Link (Everybody Hurts) - https://www.youtube.com/watch?v=ijZRCIrTgQc&safe=true

5. 3. The Demands Of The Record Label Will
Include The Need For Lots Of Close Ups Of
The Artist
Andrew Goodwin stated that Richard’s Dyer theory of star power is a crucial
aspect to any music video due to the fact that it entices the audiences as it is
appealing to them and will make them want to purchase their song or album.
This means that there is a need for lots of close ups of the artist. An example
of this is Lady Gaga who is renowned for her bizarre dress sense and has
therefore created her own identity and image which has become the label and
main selling point. The main character is always standing out compared to the
backup dancers etc. through a significant costume. By doing this it promotes
them publically and gives them a reputation through how they act in the
music video whilst selling their product as well.

6. 4. There Is Frequent Reference To The
Notion Of Looking
This stage of the theory includes male and female figures being portrayed seductively
through the usage of direct mode of address with strong eye contact with the cameras whilst
filming. Not only that but the use of props that can be seen as sexual helps signify the
seductive side to the music video. These types of music videos tend to use the theory of
Male Gaze due to the attractive females who feature in the videos with very little clothing on
which entices the male audiences which opens up these music videos to an array of target
audiences. A famous artist who falls straight into this category is Miley Cyrus who sells her
music through sex appeal. The notion of looking becomes present and women are regularly
seen dancing provocatively, wearing little clothing with a lot of exposed flesh and also
several unnatural poses which enforces the male gaze. This is where women become an
object of desire and are therefore positioned for the erotic pleasure of male viewers. A good
example of this is Miley Cyrus’ music video ‘Wrecking Ball’ due to the regular occurrence of
Miley being shown wearing no clothes and also making sexual gestures.
YouTube Link - https://www.youtube.com/watch?v=My2FRPA3Gf8&safe=true

7. 5. There Are Often Intertextual References
Mostly To Film, Television And Popular Culture
Intertextuality is referencing to other texts which the audience may be
familiar within the music video. This can generate both nostalgic
associations and new meanings. A key example of this would be in the
music video of Taylor Swift- ‘Love story’ because the lyrics of this song
relate to the love story between Romeo and Juliet. This video is made
to look like a modernised version of the story, relating more to the
lyrics of the song.
YouTube Link -
https://www.youtube.com/watch?v=8xg3vE8Ie_E&safe=true