Goodwin's Theory

Goodwins theory is based around eight different points when analysing a music video.

1. Links between the lyrics and the visuals. This means are there any on screen actions where the lyrics match them. There is often a similarity or direct contrast with what is shown in the video and the lyrics of the song. 

2. Link between music and visuals.

3. Genre characteristics. This means is this typical of the genre? is it conventional? an example of genre characteristics would be a conventional RnB video which would have loads of sexually attractive women dancing etc. Each genre holds it's own characteristics which we use to define them as being in one genre

4. Intertextual references. Are there any references to any other media texts or forms. Sometimes you will recognise the lyrics or visuals referring to another text within it. The reference to Rebecca Black's 'Friday' in Katy Perry's video for 'Last Friday Night' is a great example, as well as the appearances from other celebrities.

5. Notion of looking. Often shown with screens within screen, looking through telescopes. Also and most commonly, the voyeuristic treatment of the female body
 
6. Voyeurism. Ultimately record labels want to sell their artists and the best way of doing this (especially with female artists) is to show them throughout the video, usually in a provocative fashion

7. Representation of the Artist & Motifs. You may recognise certain characteristics throughout a number of the artist's music videos. This may be shown with their dress, attitude, gestures or camera work, editing and lighting. A lot of music artist's videos are directed by the same person each time.


8. Performance-based, narrative-based, concept based.