Andrew Goodwins Theory

Goodwin believes the traditional narrative style does not usually apply to Pop music videos. He says that music videos are often constructed by the link between the visuals and the song plus the artist.

Illustration- where the video tells the story of the lyrics, dance is also often used to express the feelings/moods

Amplification- this occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning

Disjuncture- when there is  a little connection between the lyric and the video or when the video contradicts itself.

Example of Illustration, Amplification and Disjuncture:

Ed Sheeran- The A Team: This song is an example of Illustration, as it is about a girl who turns to prostitution to support/help her drug addiction, as the audience gets the same story from the music video. (Owl City-fireflies also is an example)
http://www.youtube.com/watch?v=UAWcs5H-qgQ

The Saturdays- Missing You: This song is an example of Disjuncture, it obviously tells us about the 5 female singers missing someone. However the video does not connect to the song as they show each one of the females in different locations during the video.
http://www.youtube.com/watch?v=y_-UiAwEgbQ

Black Eyed Peas- Where is the love This song is an example of amplification where the song is amplified by reoccurring motif. For instance in the music video the famous question mark is almost every shot. Giving meaning to the song and emphasising on the question 'where is the love'

http://www.youtube.com/watch?v=WpYeekQkAdc

Andrew Goodwin also stated something similar as Laura Mulvey and said recognisable features are also by the way women are presented as objects of male desire. He said this is seen in Heavy Metal and Hip hop videos. artists like Madonna, Beyonce and Lady Gaga show this.
He also comments on Intertextuality, and how the repetition in sons of parts or rhythms, means that the audience become familiar with the genre and have certain expectations. Examples  of intertexuality is Beyonce's - Work It Out video from the movie Gold Member, and another example is Keri Hilson - Pretty Girl Rock and she does this by mimicking of other music videos, and films like Dreamgirls, Cleopatra and TLC - Creep music video.

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