Andrew Goodwins Music Video Theory

Andrew Goodwin had a few video theories:

1) There is a strong relationship between the lyrics and the visuals, which can be a similarity or a direct contrast.

2) The theory of though beats: singing the sounds which can either amplify or contradict the music. The rhythm of the sound is amplified in the editing.

3) There is a genre- related style and iconography is present.

4) Multiple close-ups of main artists or vocalist creates a star image to promote a recognizable brand image.

5) Voyerism often plays a major part, especially in relation to females being sexualised.

6) Intertextual references to other media texts may be pesent, especially in humorous videos, e.g. Beat It and Westside Story.