Andrew Goodwins Theory of music videos

Andrew Goodwin says that music videos are often constructed by the link between the visuals and the song plus the Star image of 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.

Many of these features are present in all music videos, depending on the genre of the song and the aim of the record company/artist.

Andrew Goodwin has identified a number of key features in music videos. They are as follows:

- Multiple close-ups of the main artist or vocalist.

- A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.

- Voyeurism often plays a major part, especially in relation to females.

- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.

- Genre-related style and iconography present.

- Inter textual references to other media texts may be present.