Andrew Goodwin's Theory

Andrew Goodwin's Theory

Who is Goodwin?

Andrew Goodwin is a Professor at the University of San Francisco and received his Ph. D. in cultural studies from the University of Birmingham. He is also the author of the well known book on Music Television and cultural theory and he has published numerous articles on media and cultural theory.

What were his ideas?

Goodwin had many ideas about music videos and identified key features of a music video which consisted of a relationship between the lyrics or music and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics/music. Goodwin also found that relationships are formed between the artist and the audience if there are more close - ups, also voyeurism is used to catch the male gaze and intertexutality is where it refers to another media text.

Where did he publish them?

Goodwin published his theories in his book 'Dancing in the Distraction Factory: Music Television and Popular Culture'

Illustration:

Illustration is where the video directly matches the lyrics, so this allows you to see what you hear. An example of this would be Pixie Lott - All about tonight as this directly shows the lyrics in the video as in the lyrics she says "I've got a new pair of shoes" the video starts with a close up of her shoes, she then goes on to say that she has a new attitude when she walks between 0:18 - 0:21 it shows her strutting in her 'new shoes'. The lyrics then go on to say that she is going to go out with the girls and at 0:32 it shows her texting her friends that she is ready to go, which is later followed by her on the phone. The lyrics also say that she is gonna go out and dance which is shown by her dancing in the middle of the road, because of her directly showing her lyrics in the video it allows you to clearly see what is happening without you having to picture it in your head. The video and lyrics reflecting the same thing so you get the right feelings and emotions from it allowing you to enjoy the song to its fullest and it also makes you want ot get up and dance along to it

Amplification:

Amplification is where the video adds to the feeling of the song, so it amplifies the message it is trying to get across. An example of this would be Kelly Clarkson - Stronger as she is exaggerates the feeling of not needing someone or bad things have happened recently, you will come out of that experience stronger. This is shown as they have shots of loads of different people dancing no matter where they are, the lyrics also say "its doesn't mean i'm lonely when i'm alone" this gets the message across that you do not always need someone by your side. The lyrics own there own are very empowering and gives you the strength to get through another day, but with the video added to the song it gives off good vibe and it shows groups of people dancing together and having fun, showing that no matter what happens there will be people to support you and there are good times ahead.

Contradict:

Contradict is where the video deliberately against the lyrics and what you are supposed to feel. An example of this would be Taylor Swift - We are never ever getting back together as you would be expect the video to be slow and sad but it is up beat and she seems very happy for example it starts with her wearing her pyjamas and dancing about with her band who are wearing animal costumes. The video then shows her and her on and off again boyfriend in his car and they are having an argument but she does not seem sad, this tells us that even though she may have loved him at one point she is fed up of them continuously breaking up and getting back together. Due to upbeat music and the party that is happening in her house it does not give off the usual vibe you would get off of a break up song instead she exaggerates the fact that it is never happening again so he should just move on.

Iconography:

Iconography is where there is a certain use of an object or images associate to a particular artist or genre of music. An example of this would be Nelly ft Kelly Rowland - Dilemma as it shows the Hip hop genre through the use of their clothing as he is wearing baggy clothes and is wearing a long chain. They also show a sports car which they dance and sing in front off, Nelly also has a plaster on his left check which everyone associates with Nelly and is what people remember him for, the use of iconography allows the audience to immediately recognise the genre of music it will be and this allows the audience to immediately identify with the song.

Close - ups:

Close - ups are generally used when the record label wants the artist to connect with the audience, so that they can become more popular. An example of this would be Girls aloud - Something new as the song begins with close - ups of each of the girls faces which immediately starts to build up a relationship between the artist and the audience. As the video goes on it has numerous close - ups of each girls face when they sing, this shows the audience 
how much the band has grown in the 10 years that they have been around and it strengths relationships that were previously built.

Voyeurism:

Voyeurism is used in many music videos especially for the males gaze as the girls in the video are seen sexually and the way they dance in the music video may be seen as provocative. An example of this would be Shakira - Hips don't lie. This video shows Shakira with various different outfits on, at the beginning she is seen wearing a orange skirt and top which shows her belly button and she is belly dancing then later in the video she is wearing a bikini top and is  dancing provocatively catching the males gaze towards the video. This will catch the eye of the audience especially the male's eyes as they will be particularly drawn to her body as she dances, this will gain attention and will benefit the artist as they will have loads of attention.

 

Intertextuality:

Intertextuality is where the song may refer to a movie or a TV show, to give it a new meaning. An example of this would be Eminem - We made you as it is a parody of the television series Rock of Love and Star Trek. There is also a reference to Rain men during the casino sequence of the video where Eminem is robot like, another reference made would be from Alfred Hitchcock's film Psycho and scenes parodying 'Who's Nailin' Paylin?'. Most of the video references other movies or television shows to keep it more engaging, this is used as it shows the audience what they may have previously watched and is more likely to get them to watch those shows/films again giving the video more credibility.

Style and Conventions of a Music Video

Performance, Concert and 'as-live':

This is when the video makes the video seem as if it is a live performance or concert like. An example of this would be Leona Lewis - A moment like this, as it shows her singing on a stage with a mic in a black ball gown giving her an elegant feel but it also makes the audience feel as though the are there with her when she is singing. The video also shows parts of Leona's performances on X Factor and they show it from the audiences point if view so you feel the full experience. The record label may use this style as it might make the audience feel as though they are a part of the music video, and it allows them to fully enjoy the song.

Narrative:

Narrative is where the lyrics tell a story and the music video tries to show the music video. An example of this would be Maroon 5  - One more night as it tells the story of his relationship, him being a boxer and the struggles he faces with trying to be a good dad and working to get money to provide for his family. The record label may use this style as the lyrics would get across to the audience and they would get a better understanding of what is happening, It would also impact the audience as it would allow them to feel the emotions from the song. The audience may also be able to sympathise with him when his girlfriend and baby daughter are gone when he gets back home from a fight after winning.

Interpretative

This is where the video interprets the lyrics of the songs directly into the images used. An example of this would be Beyonce Irreplaceable as the video matches the lyrics of the song as in the video the lyrics are telling him to pack up all his things and to leave and that she can replace him anytime she wants with the end of the video showing her opening the door and a guy standing there. The record label may use this style as it helps the narrative of the song to come across to the audience clearer, it will also impact the audience as it helps them understand what is happening so they can keep up, this also lets the audience see what she really means instead of them trying to think of it in their head.

Impressionist

This is where the images in the video match the mood and pace of the song but do not always match the lyrics of the song. An example of this would be Gorillaz - Clint Eastwood as the lyrics and the music video do not match. The record label may use this style to get across a different messages one from the lyrics and the other from the music video, this will impact the audience as they will either understand it from different views. The record label also uses animation during the song as it makes the audience more intrigued and curious about the video. I could incorporate this into my video by making some parts animation and make the images different to the lyrics to keep the audience hooked.

Surrealism/ Abstract:

Surrealism/ Abstract is when the video is considered artistic, uses the technique element of surprise and unexpected juxtapositions. An example of this would be Katy Perry E.T featuring Kanye West, this is because in the video we Kanye in a spaceship. In the video Katy starts of as a alien who then turns into Katy herself but the video later reveals that she has the legs of a gazelle. The impact that this would have on the audience would be one of shock and surprise as they would not understand what was happening in the video so they would be engaged in the video and keep watching it to see what would happen, the record label may use this style as it keeps the audience intrigued and excited to see what happens. I could use this in my video as it will keep the audience aware of the video so the will not get bored easily and let other people know about the video.

Animation :

Animation in a music video makes it seem more cartoon like, and it is more creative and artistic. An example of this would be Gorillaz - On Melancholy Hill which uses animation throughout the video which also narrates the story. The record label may use this technique as the animation creates a more artistic side to the music video and makes the video more intriguing, this also impacts the audience as they are more likely to watch the  music video if it has something different in it. I could use animation in my video in my video as it has an artistic feel to it and makes the video seem more unique.

Intertextuality:

Intertextuality is when one media text refers to another media text, it uses people's understanding of media texts to make new ones. An example of this would be Busted Year 3000 as it refers to Back to the Future with them in the car which is the same in the both media texts. The record label may use this style as it also reminds the audience of the film and puts the film back into the public eye which impacts on the audience as they are going to re-watch the film or want to watch the film. Intertextuality also would be a good style to use as it can have many different meanings tot he video so the audience can interpret it how they would like.

Parody:

Parody is a comical version of the original music video, it often exaggerates the original version of the song. An example of this would be Fly like a Jesus made by the viewer which has the same beat as the original song but the lyrics of the song are different. This style would be used as it entertains the audience and keeps there eyes glued to the screen to watch the whole video and the audience will sometimes enjoy it more than the original video as it is more entertaining.

Homage/Pastiche

Homage/Pastiche is an imitation of one texts features by another text. It could be in the same style or feature similar motifs or even be a copy of the original. Sometimes a pastiche copies the style from a period in time. An example of this would be Labrinth - Express Yourself as it copies the shot from The Fresh Prince of Bel-Air where Will Smith sits in the chair and it spins, it also copies the Simpsons when Bart is writing on the chalk board. The record label may use this as it makes the video seem more intriguing and the audience will recognize the similarities,   this would be a good style to use in my video as it will bring back past memories for some people who have watched the show.

Good & Bad Music Video Techniques

Large number of cuts:

Good Example:

Usher - Scream is a good example of large number of cuts as, the cuts in this video are fast paced and shows a lot of different shots to the audience but it also shows the same shot from different angles to help the narrative move along. The effect of this is of a good one as it keeps the audience hooked onto the song to see what the next shot will be, it also makes them understand what is going on. The large number of cuts also allow it to help the music video keep the pace of the song so that it does not look like nothing is happening, the video also has about 45 cuts in just the first minute making sure that the pace of the song of the images are in time so that it goes smoothly and does not look like it is rushed.



Bad Example:

Leona Lewis - Run is a good example of a bad video that does not have cuts in it at all. The video shows Leona walking alone on a dusty trail, she then enters a dark forest, this also has slight audience participation as the video shows it as it looks like we are following her, this makes the audience feel like they are involved in the video. Then in the final chorus, she draws in the sun and the forest lights up, matching the lyrics, however this may seem uneventful to the audience as the video does not a lot happening so they may get bored of it. The cuts in this song do not happen often so the video just seems as though its one long shot that does not really change angle or do any movements.


Special Effects

Good Example:

Michael Jackson featuring Janet Jackson - Scream is a good example of Special effects. The special effects in this video are very appealing to the audience as they make the audience curious as to what is happening in the video and uses the effects to its full extent. The effect being created by the special effects are that it keeps the audience engaged in the video, it also  shows Michael Jackson and his sister Janet all throughout the video dancing. There is also loads of cuts so it it keeps the pace and uses numerous shots to emphasis the fact that it is a load and upbeat song about the tabloid press getting at him and never leaving him alone.

Bad Example:

Michael Jackson - Smooth criminal, this is a good example of bad special effects as it looks artificial when he turns into a giant robot and then into a spaceship, these are both very different and make the video exciting but it does not keep the audience intrigued in the video. It also does not look real so it would not be believable to an older audience who are more likely to watch the video, however there is a good amount of cuts but this does not help avoid the fact the the special effects look artificial that the audience may lose interest in the video.
  Cutting to the beat

Good Example:

Demi Lovato - Give your heart a break is a good example of cutting to the beat. The video numerously cuts to the beat using different camera angles and movements, the video also has a narrative and it is clearly show in the video that keeps the audience intrigued to see what she is going to do after her having a fight with her boyfriend. The video tries to create the effect of sadness but love to show she really means the love she shows, the artist is also shown in a good way as she is showing she is a good person.



Bad Example

Gotye featuring Kimbra  - Somebody That I Used To Know is a example of bad cutting to the beat. The video shows a man and women standing there naked and sing while his body is gradually painted, this is video does not match the lyrics at all and makes no sense. The beat only changes slightly at parts but it mostly stays the same yet the image does not change every beat like it should instead it only does randomly, whereas he could have done something more captivating by doing something more than just stand there.



Varied camera language

Good Example:

Tulisa - Young, this is a video that has good camera language as it has many different camera angles and movements, it also uses many close ups to keep the audience intrigued and engrossed in the music video. Tulisa has a fast paced song and the camera movements keep up with the song, the viewer is kept engrossed in the song as it makes them want to get up and dance, it also keeps the audience interacted in the song as they can relate to it.


Bad Example:

Duffy - Warwick Avenue is a good example of a bad varied camera language as it only really shows it in one shot of her sitting in the car with it of a close up of her face, so it does not really show you what the narrative of the song is, so the audience would get bored of it and not watch the whole video. The video does not use any other movements or locations which could be bad for the artist as the audience may not want to watch it, so the artist will be seen as boring.
Green screen 

Good Example:

Michael Jackson - Black or White is about everyone is equal and that there is no difference between different cultures, so people should respect each other. The video uses green screen very well when showing him in different countries and the visuals clearly show the message he is trying to get across to the audience especially at the end when it changes to different peoples faces. The artist is shown in a good light as they are trying to get across a important message.



Bad Example:

Shakira - Whenever, Wherever is a video that uses green screen badly as you can clearly see around the edges of her that a green screen has been used as you should not be able to see it, the video also has horses that are running past her as she is dancing but you can tell that they are fake and not really there due to it looking very artificial. The impact on the viewer will be a bad one as the use of the green screen looks as though not a lot of thought went into the production of it and it was rushed.

Lip - syncing

Bad Example:

Cheryl Cole - Call my name is a good example of bad lip - syncing as when she performed this song on The Voice UK she danced as well as 'sang', however you could tell she was lip - syncing as when she was singing you should have been able to hear her heavy breathing but you could not. Also when she picked up on the song after parts of her not singing she was slightly off with the lyrics, even though she says she sings during her live performances. This would represent the artist badly as the audience expect her to sing but she does not which disappoints them.

Music Video Case Study

Open publication - Free publishing - More katy