Goodwin's Theory

Andrew Goodwin has identified a number of key features which distinguish the music video as a form:

- There is a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
- There is a relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.
- He says that music videos are often constructed by the link between the visuals and the song plus the artist.
- Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require.
- Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos.
- Intertextual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the viewers/fans.

http://www.slideshare.net/chrystina13/goodwins-theory-3042079