Andrew Goodwin is a Media Theorist. In 1992, he published a book called, 'Dancing in the Distraction Factory: Music Television and popular culture'. The book includes main 6 key points that Goodwin believed was the difference between a professional made music video and an amateur made music video.
The 6 key points are...
- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics
- A relationship between the music and the visuals again either illustrating, amplifying or contradicting the music
- Genres are complex and diverse in terms of music video style and iconography
- Record companies will demand a lot of close-ups of the main artist or vocalists (Star Image)
- Voyeurism
- Intertextuality references
Illustration
Illustration is when the video directly corresponds to the lyrics or to a lesser extent mood of the song. Illustration can also be displayed as a narrative point of form. An example of this technique would be Rebecca Black's, 'Friday', music video.
In this particular video, the visuals display the exact illustration of the lyric of the song. An example of this is at 0:29 seconds, the lyrics say, "down to the bus stop" in which is shown Rebecca at the bus stop. Another example I spotted that presented the exact visual to the lyric was at 1:11 seconds, where we see Rebecca on the back of the car on a highway with the lyrics saying what she is presenting, "we're driving on the highway, cruising so fast". She then points to the viewers to give a more intimate feel with the audience to make them become more engaged and intrigued, this is shown at 1:16. This is a great example of the technique illustration, as throughout the video she is basically showing what the lyrics say. Illustrating can become tedious as some of the things are repeated but in a variety of ways. Some parts of the music video make it more of an illustrative video, as at 3:08, we see characters in costumes and this is what you would normally see teens wear to parties, this is when the words 'partying' are played on the song and the visuals are a group of teenagers at a party.
Amplifying
Amplification is designed to enhance the style and mood of the song, e.g. If the visuals show violence and anger, the audience is meant to feel the emotions of anger. The Red Jumpsuit Apparatus' song 'Face Down' is a good example of this technique.
The visuals, lyrics, and instruments to the video all have the same mood. This mood is anger, frustration and pain. When the tempo of the song increases faster and louder at 1:33 seconds, it indicates more and more agression and the visuals represent the destruction of the home as it's being damaged with objects being smashed as they fall to the floor. The body language within the band at 1:52 seconds help show the pain they experience as the mood of the song represents more anger, and we see the band members jumping and head banging with their instruments being swung around themselves. With the drummer, we see and feel his anger and emotions when he hits the drums with a hard and fast pace and his facial expressions displaying a distraught and vexation visual at 2:12 seconds. We discover the genre this band portrays which is a rock type because of the high up tempo, shouting pitch and the way the band members are shown as the drummer exaggerates his body language at 1:04 seconds, and it looks as if he is concentrating and feeling the music that he hears, and in some cases in other music videos, we see this sort of behavior from other rock type band members. The lyrics represents violence in relationships, so the band members are being portrayed in pain to link to the whole idea of the song. With the smashing of the plates at 1:35 seconds, we start to feel the true feelings of what it's like to be in a relationship that involves violence. By destroying and disfiguring the setting of the music video, it shows the powerful impact of violence in a relationship for the audience to become more enthralled and captivated as they get to feel the emotions with the video. A woman is appeared when the destruction is happening. At 2:43 seconds, the woman is in the middle of it all while it's happening and from the camera langugage, we see that the destruction of her home has already happened but when she goes into a room each time, the past events that took place in that particular room are haunting her. A music video that involves amplification is a good way for the viewers to remember it as it's a very memorable technique to have.
Contradicting
Contradicting is when the video deliberately goes against the lyrics and the mood of the song. An example of this technique is MGMT's 'Kids' music video.
The visuals shown are of a baby suffering from the demons that are scaring him. This gives the video a sympathetic and miserable tone to it, even though the song is up-beat and happy. At 0:00 - 1:00, in the music video, it misleads the viewers into thinking it's going to be about space as there is an atronaut voice-over, but then we are shown a baby instead at 1:05 seconds, which then flows into the child being frightened by the demons. At 1:23 seconds, without the visuals, people would assume the music video to be jolly and exciting, not demon-like figures scaring a baby. The visuals contradict the lyrics as at 2:00 minutes, the words "crawling on your knees" is played, but we see the mum carrying the baby instead. This type of music video is made for the audeince to feel sad for the baby, making them forget about the actual content and beat of the song as they pay more attention to the baby, like at 1:22 seconds where we see the baby in the cot and the demons try to capture him. Another scene where it involves contradiction is when the baby is crying and the lyrics say, "we like to watch you laughing", at 2:17 seconds. All this types of elements are what make a contradiction to the lyrics and mood of the song. Because the song is called 'Kids', you would automatically think a music video full of playful kids, yet instead we are greeted by costumes of demonic figures at 2:35 seconds and one child who is scared and not happy. This could make the audience feel baffled, leading into questions as to why a music video like this has been created although the song is up beat and happy, making them intrigued.
Iconography
Iconography is a use of certain images or visual elements to trigger a more broad association with a topic. In our case, it is the use of certain elements to signify a particular music genre or artist. An example of Iconography is the artist Kanye West that has his own specific type of clothing. This will then make the viewers recognise him easily and can begin to set a trend.
At 3:07 seconds of the music video, he wears shutter shades throughout the whole of the video. This makes the viewers think that wearing shutter shades are a new trend, making them want to buy the product. The music video rarely shows the typical R'n'B clothing types. The only clothing that associates with R'n'B is at 2:33 seconds, Kanye is wearing a hoodie which is usually the R'n'B type. Also, at 2:03 seconds, the women are associated with the R'n'B/Hip-Hop type and so are the lyrics. This video has some elements that goes against some of the typical R'n'B styles as at 0:26 seconds, a futuristic machine appears - something you wouldn't see in a R'n'B music video as it's usually about expensive cars, money, alcohol, and women dressed provocatively. So, the music video displays the R'n'B genre in a different way which towards the audience can be considered an advantage or disadvantage. An advantage being the artist looking at different ways to make muisc videos. A disadvantage being it may take away what R'n'B actually makes in a music video.
Star Image/Close-Ups
Another Andrew Goodwin theory is Star Image which features the artists face the most in a music video. Record companies will demand a lot of close-ups of the main artist or vocalist. An example of this technique is Mariah Carey's music video 'We Belong Together'.
The cameras main focus is towards the artist to draw in viewers. Mariah sings directly into the camera lens to connect with the audience creating an intimate feel. Within the first 12 seconds of the video, there is already a close-up of Mariah singing to the camera. She makes seductive poses as she lays down on the bed with just a sheet over her, this gives away her target audience being the teenage/adult generation and likely to be aimed at males than females. At 0:45 seconds, we see another close-up of Mariah being alluring towards the audience as her hair is being blown by a fan and wearing a dress that shows her cleavage. This keeps the audiences eyes (typically males) on Mariah as she draws them in with her posture and facial expressions. At 0:51 seconds, we see another close-up of Mariah in the shower as she lip-syncs, but we get to see her emotions within the song as her facial expressions and arm movements convey a heartbroken and sad visual. Although she conveys a sad visual, the scene is still seen as seductive as the 'wet' look in the shower gives it more of an appealing look. Another scene with a close-up is at 1:32 seconds, Mariah is seen here less appealing as she sings with emotion, giving a clear feeling shes having at the moment of the song. Throughout the music video, Mariah has a change of clothing in at least each screenshot I have took below that matches the description of the above information of each time slots. Having a change of costumes makes it seem more interesting instead of watching someone in a consistent costume throughout as it becomes tedious. Having close-up shots makes us draw attention to the artist more than anything else, e.g. dancers in the background aren't noticed as much because of the close-ups of the artist.
Voyeurism
Voyeurism is present in many music videos, especially in the treatment of females, but also in term of systems of looking. Some examples are screens within screens, cameras, mirrors etc. An example of this technique is 50 Cent's 'Candy Shop' music video.
In this particular video, the visuals display the exact illustration of the lyric of the song. An example of this is at 0:29 seconds, the lyrics say, "down to the bus stop" in which is shown Rebecca at the bus stop. Another example I spotted that presented the exact visual to the lyric was at 1:11 seconds, where we see Rebecca on the back of the car on a highway with the lyrics saying what she is presenting, "we're driving on the highway, cruising so fast". She then points to the viewers to give a more intimate feel with the audience to make them become more engaged and intrigued, this is shown at 1:16. This is a great example of the technique illustration, as throughout the video she is basically showing what the lyrics say. Illustrating can become tedious as some of the things are repeated but in a variety of ways. Some parts of the music video make it more of an illustrative video, as at 3:08, we see characters in costumes and this is what you would normally see teens wear to parties, this is when the words 'partying' are played on the song and the visuals are a group of teenagers at a party.
Amplifying
Amplification is designed to enhance the style and mood of the song, e.g. If the visuals show violence and anger, the audience is meant to feel the emotions of anger. The Red Jumpsuit Apparatus' song 'Face Down' is a good example of this technique.
The visuals, lyrics, and instruments to the video all have the same mood. This mood is anger, frustration and pain. When the tempo of the song increases faster and louder at 1:33 seconds, it indicates more and more agression and the visuals represent the destruction of the home as it's being damaged with objects being smashed as they fall to the floor. The body language within the band at 1:52 seconds help show the pain they experience as the mood of the song represents more anger, and we see the band members jumping and head banging with their instruments being swung around themselves. With the drummer, we see and feel his anger and emotions when he hits the drums with a hard and fast pace and his facial expressions displaying a distraught and vexation visual at 2:12 seconds. We discover the genre this band portrays which is a rock type because of the high up tempo, shouting pitch and the way the band members are shown as the drummer exaggerates his body language at 1:04 seconds, and it looks as if he is concentrating and feeling the music that he hears, and in some cases in other music videos, we see this sort of behavior from other rock type band members. The lyrics represents violence in relationships, so the band members are being portrayed in pain to link to the whole idea of the song. With the smashing of the plates at 1:35 seconds, we start to feel the true feelings of what it's like to be in a relationship that involves violence. By destroying and disfiguring the setting of the music video, it shows the powerful impact of violence in a relationship for the audience to become more enthralled and captivated as they get to feel the emotions with the video. A woman is appeared when the destruction is happening. At 2:43 seconds, the woman is in the middle of it all while it's happening and from the camera langugage, we see that the destruction of her home has already happened but when she goes into a room each time, the past events that took place in that particular room are haunting her. A music video that involves amplification is a good way for the viewers to remember it as it's a very memorable technique to have.
Contradicting
Contradicting is when the video deliberately goes against the lyrics and the mood of the song. An example of this technique is MGMT's 'Kids' music video.
The visuals shown are of a baby suffering from the demons that are scaring him. This gives the video a sympathetic and miserable tone to it, even though the song is up-beat and happy. At 0:00 - 1:00, in the music video, it misleads the viewers into thinking it's going to be about space as there is an atronaut voice-over, but then we are shown a baby instead at 1:05 seconds, which then flows into the child being frightened by the demons. At 1:23 seconds, without the visuals, people would assume the music video to be jolly and exciting, not demon-like figures scaring a baby. The visuals contradict the lyrics as at 2:00 minutes, the words "crawling on your knees" is played, but we see the mum carrying the baby instead. This type of music video is made for the audeince to feel sad for the baby, making them forget about the actual content and beat of the song as they pay more attention to the baby, like at 1:22 seconds where we see the baby in the cot and the demons try to capture him. Another scene where it involves contradiction is when the baby is crying and the lyrics say, "we like to watch you laughing", at 2:17 seconds. All this types of elements are what make a contradiction to the lyrics and mood of the song. Because the song is called 'Kids', you would automatically think a music video full of playful kids, yet instead we are greeted by costumes of demonic figures at 2:35 seconds and one child who is scared and not happy. This could make the audience feel baffled, leading into questions as to why a music video like this has been created although the song is up beat and happy, making them intrigued.
Iconography
Iconography is a use of certain images or visual elements to trigger a more broad association with a topic. In our case, it is the use of certain elements to signify a particular music genre or artist. An example of Iconography is the artist Kanye West that has his own specific type of clothing. This will then make the viewers recognise him easily and can begin to set a trend.
At 3:07 seconds of the music video, he wears shutter shades throughout the whole of the video. This makes the viewers think that wearing shutter shades are a new trend, making them want to buy the product. The music video rarely shows the typical R'n'B clothing types. The only clothing that associates with R'n'B is at 2:33 seconds, Kanye is wearing a hoodie which is usually the R'n'B type. Also, at 2:03 seconds, the women are associated with the R'n'B/Hip-Hop type and so are the lyrics. This video has some elements that goes against some of the typical R'n'B styles as at 0:26 seconds, a futuristic machine appears - something you wouldn't see in a R'n'B music video as it's usually about expensive cars, money, alcohol, and women dressed provocatively. So, the music video displays the R'n'B genre in a different way which towards the audience can be considered an advantage or disadvantage. An advantage being the artist looking at different ways to make muisc videos. A disadvantage being it may take away what R'n'B actually makes in a music video.
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| Kanye West wearing Shutter Shades. |
Star Image/Close-Ups
Another Andrew Goodwin theory is Star Image which features the artists face the most in a music video. Record companies will demand a lot of close-ups of the main artist or vocalist. An example of this technique is Mariah Carey's music video 'We Belong Together'.
The cameras main focus is towards the artist to draw in viewers. Mariah sings directly into the camera lens to connect with the audience creating an intimate feel. Within the first 12 seconds of the video, there is already a close-up of Mariah singing to the camera. She makes seductive poses as she lays down on the bed with just a sheet over her, this gives away her target audience being the teenage/adult generation and likely to be aimed at males than females. At 0:45 seconds, we see another close-up of Mariah being alluring towards the audience as her hair is being blown by a fan and wearing a dress that shows her cleavage. This keeps the audiences eyes (typically males) on Mariah as she draws them in with her posture and facial expressions. At 0:51 seconds, we see another close-up of Mariah in the shower as she lip-syncs, but we get to see her emotions within the song as her facial expressions and arm movements convey a heartbroken and sad visual. Although she conveys a sad visual, the scene is still seen as seductive as the 'wet' look in the shower gives it more of an appealing look. Another scene with a close-up is at 1:32 seconds, Mariah is seen here less appealing as she sings with emotion, giving a clear feeling shes having at the moment of the song. Throughout the music video, Mariah has a change of clothing in at least each screenshot I have took below that matches the description of the above information of each time slots. Having a change of costumes makes it seem more interesting instead of watching someone in a consistent costume throughout as it becomes tedious. Having close-up shots makes us draw attention to the artist more than anything else, e.g. dancers in the background aren't noticed as much because of the close-ups of the artist.
Voyeurism is present in many music videos, especially in the treatment of females, but also in term of systems of looking. Some examples are screens within screens, cameras, mirrors etc. An example of this technique is 50 Cent's 'Candy Shop' music video.
Candy shop is a great example of voyeurism because at the beginning till the end of the video, it displays women wearing provocative clothing. At 0:25 seconds, we are already introduced with women walking around in their underwear which immediately grabs the male audience attention which will make them want to continue watching the video. Another example is at 1:24 seconds, where the angle of the camera from the artists pov makes the audience look where the artist is looking, creating a realistic feel of the audience being in the video. We see a group of females performing in tight clothing at 1:40 seconds, making them be a sexual object to men. At 1:14 seconds, we then see the artist looking down on the females making them seem the less empowering and being used as sexual pleasure and also it conveys how women are treated and portrayed in society. At 3:32 seconds, a male is placed on a couch with three women in their underwear, this is indicating the artist is messaging across that men use women for sexual gain as the three women are laying on top of the man.
Intertextuality
Intertextuality is like a short cut to meaning, it uses peoples understanding of media texts to make new meanings makes audience understand the message better. An example of intertexuality is Taylor Swift's 'Love Story' music video.
Taylor Swift references to the Shakespeare play 'Romeo and Juliet'. From 1:04 to 1:10, Taylor sings the words, "Romeo take me somewhere where we can be alone", and in the original Juliet says 'Romeo'. From 0:50 seconds to 1:22 seconds, we see the two characters dancing at the ball, and in the original, Romeo and Juliet meet first time at a ball dance. This is a clear reference to the original. At 1:25 - 1:29 Taylor sings, "I sneak out to the gardens to see you", this is another reference as Juliet sneaks out into her garden to see Romeo in the original. Intertextuality is an impact for the audience as they get to understand the content of the music video more because of the famous Shakespeare play Romeo and Juliet. Taylor Swift and Romeo in the music video are very much in love and act like they are in love, relating it back to the original of Romeo and Juliet being in love and inseparable.
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| Taylor Swift - Ball dance scene. |
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| Shakespeare - Ball dance scene. |
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