A2 Media - Analysis of Andrew Goodwin's Theory

In the first lesson back we began studying the theory of Andrew Goodwin which he wrote in a book called "Dancing in the distraction factory". This theory is about the key elements that distinguish the music video as a form.

The 6 elements in which he has listed in his theory are as follows;

• The relationship between the music and the visuals (The visuals can illustrate, amplify or contradict the music)
• The relationships between the lyrics and visuals (The visuals can illustrate, amplify or contradict the Lyrics)
• Iconography of different music genres
• Close ups of artists by music companies
• Intertextual references  
• Voyeurism

I have created a prezi in which I will post he link here http://prezi.com/a3h1b3_2lyub/a2-media-andrew-goodwin-theory/ . In this prezi I have discussed Andrew Goodwin's Theory on music videos and through my own research I have picked out 5 music videos which I have analysed and have applied Andrew's theory to them.

In the first video that I had analysed was "Beyonce 1+1". In this video 3 key features of the theory have been shown within the video. These are the demand on of the music companies to have close ups of the singer in question. In this video, Beyonce is continuously shown to be the centre of attention. Also , this video has elements of vouyerism in which means the sexual nature of the video being enhanced so that the record does sell. In this video Beyonce is seen to be sweaty. The last element shown in this video is the relationship between the lyrics and visuals. In this video the visuals clearly amplify the meaning of the lyrics.

The second video that I have analysed is Guns N Roses - Paradise city. The only element of Andrews Theory which can be applied to this video is Iconography. This means that certain genres have different styles of music videos which could be seen as "Iconic". In this video the clear use of head banging and moving around the stage can be seen as iconic.

The third video that I have analysed was Avril Lavenge - Girlfriend . There are 3 different elements which I can apply to this video. The first was the continuing use of the close ups throughout the video. The camera is following Avril and when she is singing the camera is focused on her. The second element that i can apply is that of the relationship between the lyrics and the visuals. This means that there is a meaning running through the video. In this video Avril clearly demonstrates that she is annoyed with this boy that she likes because she is annoyed by who he is going out of. The third element which can be seen in this video is the clear relationship between the music and the visuals. In this video the editing and the beat of the music is consistent with the dancing throughout.

The fourth video which I have analysed was Madonna - Material girl. The elements which can be seen in this video are the intertextual references and relationships between the lyrics and visuals.

The fifth video which I have analysed was Kanye West - Power. The elements which can be applied in this video are the continuous close ups of the artist in question, Iconography and the relationship between the visuals and the music.

I have completed an in depth analysis of all of these elements within my prezi which can be accessed in the above link.