Andrew Goodwin a director of music and media theorist; who, for years, analysed and explored music videos and the production of music videos. In 1992 Goodwin published his book ‘Dancing in the Distraction Factory’ which featured all his studies surrounding music videos and their production and gathered his ideas into codes and conventions of music video.
Lyrics and Visuals
Goodwin suggested that there is a connection between the lyrics and visuals that are either one of these, or all of them:
- Illustrating: when the link between lyrics and visuals is shown obviously.
- Amplifying: a metaphorical contextual meaning.
- Contradicting: visuals that have no connection to the lyrics.
Genre Characteristics
Goodwin noted in his book that there are genres to music videos as well as music genres; music videos can portray a genre of music by the genre of music video made. He thought of five genres:
- Stadium performance
- Studio performance
- Location
- Narrative
- Experimental/Conceptual
Voyeurism
Some music videos, depending on the music genre, contain voyeurism; often shown by (near) nudity or revealing clothing. Voyeurism is also demonstrated through camera movement and angles. The camera would linger on the subject (typically a female body) showing the idea of exhibitionism and voyeurism as it lets the audience watch without it being frowned upon for gazing upon the female body in somewhat of a sexual manner.
Intertexuality
Intertextuality is where a music video takes influences from other text, such as film, TV, books or other music videos. Often this is done to pay homage to someone. An example of this is Kiss You by One Direction this video shows reference to Jailhouse Rock by Elvis Presley.
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