Andrew Goodwin
Goodwin believes that music videos should represent stereotypes and conventions of the genre. E.g. a girl band should have lots of dancing in their music video.
Sound and Vision - clear relationship between lyrics and visuals. E.g. the video can be:
Illustrative - where visuals represent the lyrics
Contradictory - where the visuals contrast with the lyrics
Amplification - the manipulation of audience through repetition of key meanings
Disjunction - where the songs meaning is ignored
Notions of Looking - this is when we are 'watching' the performer. It is related to voyeurism and typically features windows and mirrors.
Star Image - the promotion of the star through the video using frequent close ups and recurring motifs to represent the artist.
Intertextuality - reference to other media songs (such as other songs, films, etc.). It allows the audience to quickly decode the meaning.
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