Andrew Goodwin's music video theory

This presentation shows Andrew Goodwin's theory of how to analyse music videos.
A quick summary of his theory is that he thinks music videos will include typical things from whatever the genre is to portray the genre in an obvious way. He also thinks that there is a relationship between lyrics and visuals and he has split this into three categories to break it up a bit. He thinks that a record label will try to make sure lots of close ups are shown of the artist because he believes that the audience may understand the artist and song a bit more. Notion of looking is another part of his theory and this is when an artist will look directly into the camera. This can make the audience feel a sense of closeness towards the artist.  Lastly, a part of his theory is intertextuality and this is when a music video includes a reference to another film, tv programme, other music videos etc.

These 6 methods may not all be shown together in one music video however if you pay attention to a music video you will usually find that at least one of his theory methods applies to it. Here is one exmaple:



There is a relationship between the lyrics and visuals -  The song is about finding yourself and being happy. We can see a boy being featured in the video as a love interest which makes the audience think it could be about him. However we see other people being featured such as people crying and other people as a couple being happy. The chorus is very live and upbeat and when she sings it we can see people laughing and having fun therefore it matches the lyrics.

Notion of looking - Natasha Bedingfield frequently looks into the camera as if she is singing to the audience. This may make the audience feel close to her and involved with the song.