Product Research - Goodwins Theory

Andrew Goodwin's theory is based upon the conventional features of the music video, regardless of the genre of music. The key features he has identified are:

- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
- A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.
- Intertextual references to other media texts may be present.
- Multiple close-ups of the main artist or vocalist.
- Genre-related style and iconography present.
- Voyeurism often plays a major part, especially in relation to females.

Further more he states that the music video is a representation or link between visuals and the song. There are also promotional elements in the song including the close ups of the band members and the performance of the band makes it look live so it makes the audience want to see the band at a concert. Finally voyeurism is used to amplify the videos attractiveness, especially females while intertextuality is used in more humorous videos.

Goodwin's theory is demonstrated in the videos I have previously analysed:

Here in the 'Always Like This' song there is multiple shots of the band peroforming with their instruments which supports the promotional points.

Here is a medium close up of the main singer which is demonstrating his energetic personality and is passion to sing to the audience. This also is promotional to the band.