Goodwins Theory

In 1972 Andrew Goodwin devised a theory which included the 6 main generic conventions of the music video. These were;

• Different sub-genres of music have their own conventions, for example pop videos usually include a dance routine. Beyonce-Love on top is an example of this as Beyonce is a worldwide pop star who is famous for dance routines and this video demonstrates Goodwins first point.

• Relationship between lyrics and visuals. In the Arctic Monkeys-When the sun goes down, the relationship between the lyrics and visuals is very obvious, and it is heavily narrated. So the lyrics tell a story.

• Relationship between music and visuals. Adele-Rolling in the deep is an example of the relationship between music and visuals, as it is edited so that the water drops into the many glasses on the beat of the drum.

• Demands of the record label will include the need for lots of close ups of the artist to emphasise the image of the star. Chris Brown- Run it was Chris Browns first video, so close ups were necessary for him to become an icon and decide on the type of artist he wanted to be.

• There is frequent reference to notion of looking and particularly voyeuristic treatment of the female body. In Christina Aguilera - Dirty, she is presented as very provocative, wearing very little clothing, she is sexualised due to her dancing and costume.

• There is often intertextual reference, either to films, other music videos or culture. In Christina Aguilera- Candyman she makes reference to the 'We can do it' posters seen in the wars, as she dresses up and does a similar pose.