Research- Andrew Goodwin's Theory of Music Videos

In Andrew Goodwin’s book ‘Dancing in the Distraction Factory’ (Routledge 1992) he explains and points out characteristics and features that can be found in music videos.

1. Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band).
2. There is a relationship between the lyrics and the visuals (either illustrative, amplifying, contradicting).
3. There is a relationship between the music and the visuals (either illustrative, amplifying, contradicting).
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).
5. There is frequently reference to notion of looking (screens within screens, telescopes, etc.) and particularly voyeuristic treatment of the female body.
6. There is often intertextual reference to other media texts (to films, TV programmes, other music videos etc.).

Goodwin states that music videos are often created around the link between the lyrics and the story/visuals and also the artist’s influence.  Relationships in the video are created through the artist on screen to the audience giving them a representation therefore creating more publicity for the both the artist and their song. Furthermore, to increase the video’s attractiveness ‘Voyeurism’ is used particularly for and to gain male attention.