Music Video Analysis Theory - Andrew Goodwin

To be used when analysing music videos as part of your research.

Andrew Goodwin identified a number of key features which distinguish the music video as a form, before you understand his theory you need to understand some key terminology. If you click on the key terms you will be taken to videos which best illustrate these terms

Illustrate: Images used to represent the meanings of the lyrics and genre (this is the most common feature of a music video) this is very often literal.

Disjuncture: When the meaning of the song is completely ignored

Amplify: Meanings and effects are manipulated and constantly shown throughout the video and shown to the audience (basically repetition).

- There is a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contrasting the lyrics.

- There is a relationship between the music and the visuals, with the visuals illustrating, amplifying or contrasting the music.

- Genres are complex and diverse in terms of music video style and iconography

- Record companies will demand a lot of close-ups of the main artist or vocalist

- Voyeurism is present in many music videos, especially in the treatment of females, but also in terms of systems of looking. Some examples are screens within screens, cameras, mirrors, etc.

- there are likely to be intertextual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the viewers/fans.


TASK
Using your favourite music videos, TubeChop scenes where ANY of the above features are present. Screengrab and comment.

(With thanks to Lutterworth Media)