Theories

The Andrew Goodwin Theory


Andrew Goodwin came up with a theory about music videos.

1. Relationship between lyrics and visuals- Goodwin believes that if the lyrics of the song and what we as an audience see in the music video it should give us a better understanding and emotional connection to the song increasing the popularity of the song.
2. Iconography- If a band has an iconography it means by looking at the video and they way they look the audience will recognize them as it is unique and reflects the genre of their music.
3. Close ups- In majority of music videos close ups are included on an important person and as an audience we should pay attention to the and what they are doing as they are important.
4. Voyeurism- This tends to apply to male audiences where in a music video you see a woman in 'sexy' clothing which gets male audience members interested in the video and wanting to continue to watch. It is also filmed to seem to be from the audiences view looking at these woman and their clothes.  
5. Intertextual-  Intertextual references are where in a music video a scene is copied from another video which people will recognize. This can be used for comedy or metaphors/ simile 

The Laura Mulvey Theory
This theory has 3 key aspects of the male gaze. The cameraman, the characters and the spectator. All of these roles have the males gaze where you focus on woman and what they wear and what they are doing rather than other things going on in the video. This is used to attract the attention of male audience members just like Goodwin's Voyeurism.