Goodwin's theory

The following points outline Goodwin's theory:

• There's a relationship between the music and the visuals (illuminating, amplifying or contradicting the music). Editing speed may match music tempo.
• Certain music genres may have their own style of music videos and iconic features eg. live stage performances in indie and heavy rock.
• Record companies demand lots of close up shots of the main artist/vocalist.
• The artist may develop their own star iconography both in and out of their videos which becomes their star image over time eg. Lady Gaga.
• They are likely to reference voyeurism, especially in the treatment of women but also in terms of systems of looking eg. screens within screens, cameras etc.
• There are likely to be intertextual references, either to other music videos or to films and TV texts. Intertextual references are when a text references another text.

I watched three music videos and related them to Goodwin's theory.

1) Florence and The Machine- Dog Days Are Over

• The pace of the editing increases in the chorus, with faster cuts between shots when the tempo speeds up.
• There is lip synching and dancing which is typical of such a music video.
• Camparisions can be drawn between this video and a Kate Bush video.
• There is a strong relationship between the music and visuals such as clapping, explosions, drum playing and dancing in time with the beat of the song.
• Florence has built up a quirky and individual image which is used to market her music which is called her star iconography. This is reflected throughout her video through her clothes, makeup and the concept.
• Close up shots are used of the artists face throughout the video.

2) Rihanna- Don't Stop The Music

• The editing matches the tempo of the music.
• There is evident pop iconography used such as lip synching and dancing (against a wall and in a club).
• Close up shots of Rihanna are used throughout, as well as a variety of shot types and angles.
• Voyeurism is used through the use of mirrors.
• The music matches the visuals eg. clapping in time with the beat of the song.

3) The Vines- Winning Days

• There is indie iconography of a live performance.
• The visuals mathc the lyrics as well as the music, such as when "days are over" is sung there is an image of burning wood which suggests destruction and death. Also, the video is set in winter when nothing grows suggesting the end.