media

2. Goodwins theory analysis
 Goodwin spent years analysing different music videos. He was
specifically interested in the visual language and imagery that was
implicit and explicit in music videos. He eventually came up with 6
different sub headings that he said all music videos fit into either
one or several of these categories. Theses categories are:
 Intertextuality
 Artist Close – ups
 Star iconography
 Voyeurism
 Music and visuals
 Lyrics and Visuals

3. Star iconography
 Star iconography can be represented in either of the
following ways such as:
 Branding An example of this is Chris
Brown - Don’t judge me. The
overall that the artist has on
is from his own brand called
Black pyramid. He has
purposely chosen to
incorporate this into his
clothing item into his music
video. This is to make the
audience more aware of the
brand to increase its selling
profits.

4.  Style
An example of style is Rhianna ft
Drake – Take care. In this video
Rhianna showed the world that
she was able to wear red hair and
rock it with class and satisfication.
This later became a a style and
trend all over the world. Both
Females and Males were dying
their hair red to match Rhiannas
hair.

5.  Brand values/ unique selling points
An example of this is when
celebrities wear designer
clothing or footwear such as
Louis vuitton’s. Which the
shoes are commonly referred
to my celebrities as red
bottoms. By celebrities
posting pictures on social
networking sites and showing
these luxury items in their
videos enhances the items
brand values. Meaning that
there could be an increase in
price .Because of the demand
by the public to keep up with
what is currently trending in
the fashion industry.

6. Voyeurism
 This is when the audience is exposed to a situation
that they wouldn’t usually see, such as:
 Nudity/ near nudity / revealing clothes.
 Exhibitionism
An example of this is Jhene Aiko –
The worst. The artist is in Lingerie, a
bath robe and high heels. This
reveals the artist body which some
people may find offensive to watch.

7.  Frame within a frame
 An intimate location
An example of this is John Legand – Tonight. This photo portrays a a
sexual nature to the audience, because of the male sitting on the
empty bed shirtless.

8. Music and visuals
 Goodwin suggested that there can be a correlation
between the music and the visuals. Such as:
 Illustrating
 Amplifying
 Contradicting
 Cutting visuals in time to music
An example of this is Drake – Headlines. There is on beat editing that
coordinates to emphasises a specific part of the building that is
behind the artist.

9. Artist Close ups
 Artsit usually use close ups of artist in their music videos
when they are coming into the industry. This is to make
the public begin to put a face to a voice. Such as:
 Artistic Branding
 Celebrity culture
 Artistic Portrayal
 Implications on looking good.
An example of this is Justin Bieber – Baby. There was mostly close ups that
was used in this music video. This was done to make the public familiar with
Bieber face.

10. Intertextuality
 Goodwin noticed that there was often a reference
to:
 Other music videos
 Films
 TV programs
An example of this is John Legand – Tonight. This song was written
originally for a film called “Think like a Man”. Which the song later
became a single that was released by John Legand.

11. Lyrics and Visuals
 Goodwin claimed that there was relationship
between the lyrics and visuals on the screen.
This can be:
 Illustrating
 Amplifying
 Contradicting
An example of this is Justin Bieber ft chance the rapper –
Confident. In this shot it emphasises that the female in the music
video is confident. This music video amplifying that the female is
confident.