Goodwins Theory

Andrew Goodwin, the first post modernism theorist, published his book 'Dancing in the Distraction Factory' in 1922 after many years of research into music videos. The book contained a number of conventions and key aspects for music videos. 'Music videos ignore common narrative as they are essentially advertisements. as consumers, we make up our own meaning of a song in our minds: a music video can anchor meaning and gives the record company/artist a method of anchoring meaning' 

Key Aspects 

1) Thought beats - Where you see the sound 

Goodwin stated that this key aspect is categorized in three steps: 

First Step 

• Study into the music; interpret the lyrics by looking at the verses and chorus 

Second step 

• Goodwin said that this is the voice within the song, for example when the artists voice is unique and can be recognized 
• An Example is 'Ellie Goulding', her voice is unique and can be easily recognized on aspects where she is not exhibited (the radio) 

Third step 

• Stating that in this step the artist tells the story within their songs, Goodwin states that the artist therefore generates the reputation of a story teller. In this case the music video has been created to emphasize the lyrics and the story within the songs.
• For example Adele is known for telling the story of heartbreak in her song:  

2) The Narrative and Performance 

Goodwin proclaimed that music videos should avoid common narrative, as their aim is to advertise. Therefore the artist will become both a participant and narrator within their music video. Lip syncing and other technical actions, increase the probability and prevent the audience from the audience disbelieving the narrative. 

This can be seen in 'Eminem - love the way you lie' 

3) The Star Image 

Goodwin identified that an iconic star image can increase the audiences awareness of the artist, it therefore shows a development of that artist over time, increasing the audiences interest in music videos.

Micheal Jackson, despite his death, is still a recognizable star image, establishing how successful his career was.  

4) Relation of visuals to song 

• Goodwin categorized three ways in which much videos work to promote a song: 

Illustrate:  Use a set of images to illustrate the meaning of the lyrics/genre, this is the most common out of the three 

Contradict:  The meaning/lyrics of the song are completely ignored

Amplify:  Meanings and effects are manipulated and constantly shown through the video and drummed into the audiences vision

5) Technical aspect of music video

Goodwin states that the need for different technical aspects when creating a piece of film to ensure its success. 

• camera - movement and shots
• sound - pace of the song, pitch, all change with different genres 
• mise en scene - location of the video, costumes make up 
• editing - effects added to the clips of film in the post production. can change the pace of video. ensures the audience remain interested 

Conventions

1) Music videos demonstrate genre characteristics  (e.g stage performance in metal video, dance routine for boy/girl band and iconography)

A music video can exhibit it's genre obviously through visual aspects of mise-en-scene and location. An example of this is in 'My Chemical Romance - Black Parade' 

'One Direction - Best Song Ever' is an example of the genre being interpreted through the boy band and their "dance routine" 

The idea of iconography is recognized that most artists have a trend of repeating certain actions in music videos to establish their 'trademark, resulting in their songs being recognizable. An example of this is the artist Amy Winehouse; her trademark hairstyle and soulful voice are recognizable years after her death.   

2) There is a relationship between lyrics and visuals (illustrative, amplifying, or contradicting)

An example of a illustration in a music video, is that in 'Owl City - Fireflies'; when the lyrics 'fireflies' are expressed, the word is exhibited on the screen of the small toy gadget.

'JessieJ-Price Tag' is an example of contradictory in music videos; she expresses the lyrics  'it's not about the money', however she is seen standing under a tree with money around her. This displays how the visuals contradict the lyrics in this particular single. 

'Adele - Someone Like You' exhibits the use of amplifying in music videos; Adele looks very emotional in connection with the lyrics 'for me it isn't over', this makes the audience sympathize with her as there is an obvious personal connection. 

3) There is a relationship between music and visuals (e.g either illustrative, amplifying, contradicting) 

Goodwin identified that the visuals within a music video may be edited in time to the lyrics/beat of the song. Also he felt that these visuals commonly were repeated within a chorus to emphasize the repetition. 

An example of this is in 'Natasha Bedingfield - These Words', the music video is edited to fit the lyrics and beat.  

4) The demands of the record label will include the need for lots of close ups of the artist and the artist my develop motifs which recur across their work (visual style) 

The use of close ups of the artist for the record labels, is so that their single is promoted to its audience, as they can identity the artist, as they are exhibited throughout. 

'Justin Bieber- Beauty and The Beat' is an example of this, the camera focuses on him and never leaves him.

However it is most common for female artists to have close ups in provocative angles, often sexualizing the artist, and intriguing a wider audience (male). This can be seen in  'Britney Spears - My Prerogative'. 

5)There is frequently reference to notion of looking (screens within screens, telescopes) and particularly voyeuristic treatment of the female body 

Goodwin recognized that many music videos included voyeuristic angles of women in order for male audiences to be enticed. This is seen in shots of the artist and also to the lyrics these shots represent. Voyeuristic treatment is used to sexualize the artist and cause fetishistic connection for the male audience. Which is seen in 'Miley Cyrus - We Can't Stop'.

6)There are often intertextual references (to films, tv programmes, other music videos) 

Goodwin stated that it was not uncommon to recognize either the visuals or lyrics of a song to be a direct reference to another media text. This engages the audience, and provides them with gratification if they recognise the link. The modern intetextual reference of fairytales in 'Aluna George - Attracting Flies'. The video has a rustic modern urban edge to it, with not such a happy look on fairytales, like that of the Brothers Grimm stories.