Goodwin's Theory

The Goodwin's theory is that a music video should follow the same pattern as the music for example if a music is about dark genre then the music video should be about the same dark genre.


There are 6 main aspects of Goodwin's theory.




1) Genre Characteristics
Goodwin argued that for a music video to be successful then the music had to have the same genre as the music video.




2) Relationship between music and videos
If a song is upbeat then the music video would be upbeat to amplify the song using the music video.




3) Relationship between lyrics and visuals


4) Often due to the demands of the record label, artists videos will include many close ups of the artist and will often develop motifs that recur across multiple videos
This allows the record label to promote a set image for the band, which will help target audiences empathise with the band.


5) Emphasis on 'looking'
 The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.


6) Intertextual references.
Music videos reference other forms of media, most commonly film, but can also be television and other music videos.