Goodwin's Analysis

A2 Media Studies Goodwin Analysis: Music Videos

Goodwin’s Theory

Music videos are associated with:

1.     Links between lyrics and music

2.     Links between music and visuals

3.     Genre characteristics

4.     Intertextual reference

5.     Notions of looking

6.     Performance, narrative, and concept based music videos.

7.     Demands of the record label

Lyrics and visuals – Goodwin suggests lyrics will make constant references to visuals on screen.

Visuals will reinforce what the lyrics say; e.g.: Beyoncé – Single Ladies.

Genre characteristics – These are depicted as the certain traits associated with a particular music genre.

Notions of looking – notions of looking plays on the idea of gaze and the way characters are visualized and represented. For example, the female character as an object. Notions of looking however is not just restricted to women, it may also representation of men as particular as; gangsters, cheats etc.

Intertextual reference – the way in which texts refer to other media texts that producers assume audiences will recognize. Music videos are one medium which relies heavily on intertextuality to achieve a particular effect. For instance, referring to other videos, films, TV programmes of other media texts.

Demands on label – the record label has a certain control over the artist they sign

Artist/s may develop a motif which would recur across their work.

Beyoncé – independent women image – band women – dancers usually women – lyrics about being independent.

Such demand could be made by the label e.g. to develop a single image, sexy image etc.

Structure – Narrative:

Linear: tells a story from start to end

Fragmented: tells a story not necessarily in the right order

Performance – for example takes from live performances/does not have a particular story