2. GOODWIN’S THEORY
SIX FEATURES OF A MUSIC VIDEO:
1) A relationship between lyrics and visuals
2) A relationship between music and visuals:
• Illustrate – Music set to images illustrating the meaning of
lyrics and genre
• Amplify – The meaning of the song is added to by visuals,
which add an extra layer of meaning
• Disjuncture – The meaning of the song is completely ignored
3) Music videos demonstrate different genre characteristics
4) Record label demands (Close ups of the artists and particular
visual styles)
5) Reference to the notion of looking (screens within screens,
mirrors and possible voyeuristic treatment of the female body)
6) Intertextual references to films, TV programmes, other media
etc.)
3. RELATIONSHIP BETWEEN
LYRICS AND VISUALS
“Girl” “So confused”
Above are some examples of where the lyrics match with the visuals shown.
there is one obvious match with the lyrics and that is “Girls”, there are various
women
in this production illustrating the fact that the main singer is „attracted‟ to them.
However there are not many other examples of where the lyrics match the visuals.
This is because the video is heavily stylised and focused towards promoting Katy
herself (This was her first official music video) there are not many other
props/people within
the production. Most of the lyrics are matched with Visuals of Katy.
4. RELATIONSHIP BETWEEN
MUSIC AND VISUALS
This can be any of the following three:
• Illustrate – Music set to images illustrating the
meaning of lyrics and genre
•Amplify - The meaning of the song is added to by
visuals, which add an extra layer of meaning
•Disjuncture – The meaning of the song is completely
ignored
This video is an example where visuals in a music video amplify the meaning of a song.
There are no exact matches to the visuals and music but some lyrics are conveyed in a none obvious way, with
examples below. Body language is used to show the feelings that are being conveyed. Along with mise-en-
scene. This is shown in different ways:
• Eye contact with the camera
• Glances away to show „cheeky‟ behaviour
• Ambient lighting to create a seductive and sexual atmosphere
• Props such as lace fans and Basques creating a slightly burlesque feel
• Soft focus reminds us of a cheap porn video
5. MUSIC VIDEOS DEMONSTRATE
DIFFERENT GENRE
CHARACTERISTICS
Genre characteristics for example could include: Staging in
metal videos or aspiration in
Hip hop. This video demonstrates typical genre characteristics
for a pop video but it has been
done in a slightly different way. The first recognisable element of
a pop video would be a dance routine, in parts of the video we
see Katy performing a dance routine with the backing dancers.
However we also see her dancing on her own, which suggests
heavy marketing of the singer for the record company, which is
another genre characteristic of pop music.
As well as production values there is also an important element
of promoting „Celebrity culture‟. Katy throughout all of her videos
is constantly being promoted and shown as a star to encourage
fans to buy her music and ultimately idolise her. This is an
important factor within popular music as the most successful
artists (Rihanna, Lady Gaga etc..) are all promoted and shown in
the same way (Glamorous, floral and pretty). Perry‟s videos are
confident and girly, showing off the female side of pop and
making her a star in the eye‟s of young girls.
6. RECORD LABEL
DEMANDS
There are frequent close ups of Katy Perry throughout the video to promote her as both an
artist and
A celebrity. The use of ambient lighting shows her to be a beautiful woman (soft skin, glowing
eyes). It
Also sells sex appeal as well through the clothing and amount of skin exposed. The materials
used in the close ups we also get a lot of eye contact which makes the viewer feel closer
Through the
Production are luxurious (silk and velvet) this willmirrors what theto want to meet herthe
And more connected to Katy as a person, which encourage fans record label want and
audience to view Katy as.
see her
Perform. Throughout Katy‟s videos there is a similar luxurious style to the clothing, hair and
make-up
That she wears. This has developed into a certain style that is seen throughout all
productions of hers.
Perry is marketed as a glamorous female with a sense of innocence about her. This is
sometimes shown through props and colour schemes. In this video innocence is shown
through the use of the colour pink which suggests a young girl and the use of props like the
fluffy kitten and the toy rabbit, shown beside her in bed.
7. REFERENCE TO THE NOTION OF
LOOKING
The record label that has produced this video wants to focus our attention on Katy
and Katy only! The song is about her feelings towards other women and almost
every shot includes her in some way. There is particular voyeuristic treatment of
women within the production for example:
• Close ups of chest
• Close ups of legs
• Viewing the female body from behind so that we notice
certain features
• Ambient lighting to create a burlesque romantic feel,
adding to the sexual nature of the song
• Clothing that shows skin and flesh, appealing to both
female and male audience, It appeals to males as it is
sexually attractive and it appeals to females as it shows
them what a „perfect‟ body should look like
8. INTERTEXTUAL
REFERENCES
There are intertextual references to the film James Bond as the record company
appear
To be marketing Katy as a „Bond Girl‟. We can see this through the way she is
dressed (gold dress) and the fact that she is holding a kitten. There are also
references to 1950‟s magazines and glamour girls, again we can see this through
the way she is styled. Her style resembles that of the 1950‟s icon Marilyn Monroe
and her hair and makeup mirror the styles shown in women's magazines such as
vogue from the 50‟s. The 1950‟s look is something that is repeated throughout her
videos, especially in „Thinking of You‟ where the video is set in the late 40‟s/50‟s
just after a period of war. This is a continual style that perry is developing and
changing as she goes along in her career,
“James Bond” “50’s Glamour”
