Andrew Goodwin theories

Andrew Goodwin


Conventions  


Goodwin explains his theory by 6 different conventions in a music video.

1) There is a relationship between the visuals either illustrating, amplifying or contradicting the Lyrics.




2) Through beats - There is a relationship between music and visuals again, either illustrating, amplifying or contradicting the Music.


Bounce is also another music that cuts to the beat and keeps the shots in time and at the same pace of the music.

3) Demonstrating genre characteristics with their own music video style and iconography.


Michael Jackson performing live with his iconic glove.

4) Lots of close ups of the artist/vocalist - this promotes an iconic star image and helps the artists become recognized as a brand.




5)  Voyeuristic treatment - especially when relating to females in the video.




6) Inter textual of other artists products and text - common in humorous videos.



 Fancy music video - with shots referencing clueless film. 

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