Research: Goodwins Theory

 

Goodwin's Theory

1)Genre Characteristics:
Music videos often reflect their genre through the use of specific characteristics which makes them conventional.

Rock






                                                                                             

 

Country













2)Relationship between lyrics and visuals:

        A connection is shown through the visuals relating to the lyrics. Either being Illustrative; explaining the lyrics visually, amplifying; exaggeration of the lyrics linking to the video and lastly contradicting; being the opposite visual to the lyrics heard.

3) Relationship between music and visuals:

   •Visuals show a connection to the actual music. These are also either illustrative, amplifying or contradicting.

    •If the music is upbeat, so are the visuals.

    •If the music is monotone, usually so are the visuals.

4) Star image motifs:

 •   The music video includes many close-up shots of the artist, demanded by the record labels to make them popular and identifiable.

 For example:   Lady Gaga: Throughout her career she has built up a crazy reoccurring image.Her music videos need to emphasise, support and reflect her strange, unique style, personality and music.

5) Notion of looking:

   Is a Particularly voyeuristic treatment of the female body – women that are seen as a sexual object. There are a great amount of music videos that could fit into this section.

       For example:  Rihanna:We Found Love'

6) Intertextual references:

        Throughout many music videos you will find there are often links to other films, TV programmes or other music videos etc, this is called an intertextual reference.

For example: Madonna (ft. Nicki Minaj and M.I.A) – Gimme all your luvin’ shows intertexual reference to Marilyn Monroe: By all three of the artists dressed up in a white dress with a curly, blonde, short and classy wig, red lips and also her beauty spot.

7) Performance, Narrative or Concept-based:

        Performance-based means the focus is solidly on the artist/band. E.g. Beyonce – Single ladies, where the focus is on her body, this can be done because she is popular and already has her fan base built-up, also shows female empowerment. 

    Narrative-based means that it has a story attached related to the lyrics of the song. Artic Monkeys – When the sun goes down shows elements that would fit into this section e.g. “So that she had to roam the streets” with the image (to the right) where she looks homeless, scruffy, roaming streets.

Concept based is usually a single concept – obscure/surreal for the audience, more than likely including special effects. The Prodidgy – Warriors dance video shows no relationship with the lyrics or music therefore is random, different and concept-based



8) Technical elements: 

-Lighting reflects the mood of the genre

-Multiple close ups of the artist are used. This is to create a sense of familiarity between the artist and the audience.

-Mise En Scene

-Editing

-The use of Micro-Elements

-Cinematography

-Sound

-The cuts between shots generally follow the rhythm of the song

-The pace of editing is generally determined by the pace of the song (sync)

Research: Media Institutions

Research: Purpose of a music video

What is a music video?

A music video is the artist’s representation which they are able to attract and entertain their audience by sharing the messages and story laying within the lyrics, usually accompanied by dancing and visual images interpreting the lyrics. This also allows them to promote themselves and lead to sales.


Impact
It creates a visual remembrance for the audience and often an emotional connection which they can reflect to themselves and their lifestyle.
Classic conventions
-An artist appearing
-Setting matching the lyrics and narrative
-Often involves a group of dancers
-Smoke
-Different colours of lights
-A theme
The music video industry and synergy
The music video industry as a whole has a relationship with a number of different other medias and for different purposes.
-Radio (appearances/ airplay)
-TV
-Print media
-Films (Soundtracks) Example – Sky fall, Fast and Furious
-Internet ads (Facebook)
A music video often contains a number of different elements:
-Performance
-Narrative
-Thematic (Gorrillaz)
-Symbolic (Madonna, Michael Jackson, Lady Gaga)



Conventional music video
-Visually stylish- ( Artistic) – Mise en scene: Attract and entertain the audience
-Rhythmic matching pace of the song
-Experimental, yet conventional use of camera/editing
-Fast paced depending on the genre and artist
-Conspicuous lighting and cinematography
-Focuses on the artist
-Mix between narrative and performance. Example (Rihanna we found love) as it embraces the wild love story between two lovers which ends up in a tragic incident. Also includes performance when she’s
standing in front of a wall singing the lyrics.

Audience reception

-Largely created to appeal to a target audience. Its often received well by an audience, sometimes as controversial.

-There is a high demand for music videos otherwise they wouldn’t be created as they are extremely expensive depending on the popularity of the artist as they are more likely to have a higher budget.

- Sometimes audiences can eagerly anticipate the release of a music video. For example Rihana’s (we found love) music videos late release had attracted many audience members and was spoken about a lot.


Technological advancements

                                                                                  
Technological advancements have both negative and positive effects. For example, although iPods promote music videos and make it easier to listen to and expand/ promote the artist the limitations are that it doesn’t promote the music video as you aren’t able to watch it.