Andrew Goodwins Theory

Andrew Goodwin uses various different features in music videos. This includes:

1. Numerous close ups of the main artist or voalist.
2. A link between the music and visuals - this could amplify or contradict the music.
3. A link between the lyrics and visuals.
4. Genre characteristics/genre related styles and iconagraphy.
5. Voyeurism (this is the act of being sexually aroused while watching someone else engage in sexual behaviour. This is normally used in relation to females.
6. Demand of the record label representation of the artist/ who the record label wants the video to appeal to.
7. Multiple close-ups to put emphasise on the main people in the video and their emotions.
8. Intertextuality reference- references to other media texts or forms (TV programmes, films)

Andrew Goodwin uses voyeurism to amplify the video's attraction, mainly to males, whereas intertextuality is commonly working in amusing videos. Depending on the aim of the record company of the genre of a song; several of these features are present in all music videos. Relationships are built between these in the video, and the close-ups of the artists give them the publicity and representation that they need.
Goodwin points out the artist's method of address. Songs can be viewed as stories, with the artist being the storyteller. This makes the music video a method of commuincation, by a story being told and us listening to it.