ANDREW GOODWIN'S THEORY

Andrew Goodwin stated "Music videos ignore common narrative as they are essentially advertisements. As consumers, we make your 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."

There are six conventions to Goodwin's theory:

1. A relationship between the lyrics and the visuals, which illustrates, amplifies or contradicts the lyrics. An example of this is Michael Jackson - "Thriller"

2. Thought beats (seeing the sounds): the relationship between the music and the visuals, which illustrate, amplify or contradict the lyrics. An example of where the visuals within a music video may have been edited in time to the pace of the song is Set It Off - "Life Afraid" 

3. Genre characteristics: related style and iconography present (mise-en-scene). An example of this is Coast To Coast - "Bloom" since this video is only performance with zero narrative. This follows Goodwin's theory because it is a pop punk song which often have performance music videos.

4. Multiple close-ups of the main artist or vocalist: the creation of the star image to promote a recognizable brand image and to sell the artist. An example of this is Girli - "So You Think You Can F**k With Me Do Ya". Within this video, there are a lot of shots of the singer as her face is used to sell the music.

5. Voyeurism: There's a frequent reference to notion of looking (screens within screens, mobile phones, billboard and especially in relation to the female body). An example of this is Rihanna's - "Stay" where her female body is being objectified. This video is mostly showing her in the bath where her body is clearly visible. This is voyeurism because we are watching her in what is usually a private situation.

6. Intertextual references to other media texts may be present, especially in humorous or parody videos. An example of this is The 1975 - "A Change Of Heart" because the narrative throughout this music video relates to another song from the same band called "Robbers".