Andrew Goodwin Theory.

Andrew Goodwin had come up with a theory about the relationship between the music video and the lyrics. Goodwin has written a book called "Dancing in the distraction factory: Music television and popular culture" he says what is always in a music video and the particular relationship between the video and lyrics mesh and come into play. The features that are involved are: 

• The current relationship between the video and the song shown in the music video which amplifies, illustrated and contradicts the lyrics in the song 
• The record company will also include many close ups which is the star image shown throughout the music video, so the audience feels more connected to the artist. 
• Voyeurism is also something which is used a lot when it comes to the creation of a music video. It is specifically used for the revealing of women, making them look like sexual objects for the viewing pleasure primarily for males. 
• Intertexual references are made in many other media outlets for example TV shows, other music videos and films. They are usually done for the more funny/parody side which keeps the the audience involved and engaged.

Illustrating
Illustrating is when the video shows on screen what the lyrics/artist is saying. It can also be done through a narrative form. A good example of the video matching the lyrics, with matching the image seen in the video to the lyrics being said would be, Rebecca Black - Friday. An example of where the music video does this would be at 0:29 when Black says "down do the bus stop", the visuals match what she is saying as she is already at a bus stop. Another good example would be at 1:16 when she says "cruising on the highway". The downfall to having a illustrating music video would be that it can become quite patronizing, boring and tedious, this is not beneficial to the artist or the song itself as it puts them in a boring light. It is clear that the music video is trying to reach out to the youth of today, especially at 3:08 when she says "partying". As soon as she says this there is an instant visual of a party which is what teenagers are usually associated with. 

Intertextuality 
Intertextuality is when one bit of media refer or relates to another, this can be done in many ways. One way in which this is done is thought music videos.An example of a music video which has intertextuality would be Robbie Williams - You Know Me. The intertextuality in this video is made in pastiche as it relates to the classic film of Alice in Wonderland set in present day, however it could also be a parody as seeing Robbie Williams in a rabbit costume is not something that is seen all the time, so he could also be mocking the film too.  At 0:33 the mirror Robbie Williams goes towards and falls into signifies the hole Alice falls into in the original film. Throughout the whole video Robbie Williams himself is dressed as a white rabbit which also references the rabbit in the original film. By having this style in a music video, it makes the audience be much more entertained and find it quite humorous which makes them want to continue watching it. At 3:40 Williams is standing on what seems to be the table from the mad tea party scene in the original film. This particular reference to the films helps the audience enjoy the music video more as its quite a popular film many viewers can relate and be more engaged into the music video as they have seen it before. The song 'You Know Me' was released in 2009, this is also a good thing for the film as its a refresher for the next film that had been set to release in 2010. At 3:20 we are able to see the artist in the middle of many women who are dressed up as bunny rabbit, this shows that the artist wanted to grab attention from any male viewers rather than young children and females, this is a contrast in itself as the film is a mainly targeted to children. By using intertextuality the audience becomes more interested and keen to watch it as they are curious to how the artist and director have changed or kept the same from the original film choice. It is also a great way to play around with the creativity as long as the base is still around the chosen film which in this case Alice In Wonderland. 

Voyeurism 
Voyeurism is when throughout a music video males are rarely exposed however for females its the total opposite. Laura Mulvey came up with the theory of the "Male Gaze" which is the way men look at women, she believed that in film audiences have to 'view' characters from the perspective of a heterosexual male.The video doesn't need to come across as sexual, but does carry a certain vibe and mood to keep the audiences attention. A really good example of voyeurism in a music video would be 50 cent - Candy Shop. Throughout the entire video it shows women wearing a small amount of clothing. At 0:25 women are straight away seen walking around a mansion in their underwear which straight away catches the attention of mainly the male audience, this makes them want to watch the video on a whole. At 1:24 the camera angle is set in a point of view angle which makes it seem as if the audience is actually the ones seeing what the camera is seeing. This brings a sense of involvement for the audience as it makes it seem as if they are there. At 1:40 we see a group of females in very tight and revealing clothes which objectify women for a male audience. The camera angle at 1:46 is at a high angle whilst looking down at the women in the video, presenting women as objects yet again for the viewing pleasure for man. This image can also connote to how women are seen to be at a much lower rank in society to men. At 2:34 we see a glimpse of both a male and a female in little clothing which does bring attention from female viewers, but not as much for the men. 

Close Ups 

Close ups are shots of the main artist or band, it is usually demanded by the record label to have these close ups so that the audience can feel closer to the audience. A music video with fair amount of close ups and midshots would be Lady Gaga - Born this way. There are many different close ups with a a lot of costume changes. An example of the close ups would be at 0:21, she is wearing very futuristic clothing and looking directly into the camera lens, making the audience feel more attached to Gaga as if she if looking directly at them. Another close up at 1:40 shows Gaga having a facial expression which could portray her going through some sort of pain and anguish. This makes the audience relate more to what Gaga may be feeling. Lady Gagas record company takes advantage of Gagas different personality especially how she is a mainstream artist. At 4:15 the close up inhibits quite a frightening tone showing to her audience one of many sides that she possesses. The camera language highlights many different attributes to her such as at 6:28 we see a birds eye angle shot, which is something you don't really see in music videos. By having more close ups Gaga gets much more publicity as the video mainly focuses on her. 

Amplifying 

Amplification is mainly used so the audience is able to feel the mood of the song for example if the visuals in the video show love and happiness, the audience viewer would feel the same too. An example of amplification with the lyrics, instruments and visuals to the music video which fit in with the same mood of what the video is trying to show would be The Red Jumpsuit Apparatus - Face Down. The video portrays many emotions such as pain and anger it also gives a huge buzz of energy. At 1:33 the tempo and sound of the song becomes much faster and louder which shows the aggression the visuals in the music video shows. The visual actually shows the breaking down of her home as there are things falling of the walls and smashing. The body language at 1:52 the band shows also portrays the mood of the song as they are seen head banging and swinging their instruments around. At 2:12 the drummer looks angry as he is banging his drums quite fiercely which could show how angry he is. The band members are singing about the violence in a relationship which is portrayed really well in the video as the visuals at 1:35 match the narrative for example the plates smashing, the smashing of the plates symbolize the breaking down of the relationship which is very powerful for the audience to witness as although they cant actually see a relationship destroying the image of the plates is enough to make them feel what the band wanted them to feel which was, shock, anger and quite upsetting feelings. The camera language shows a woman standing in the center of all the chaos around her at 2:43, this connotes that the destruction has already happened but whenever she goes into the room she is haunted by what she had been through, which makes the audience feel more connected and sympathize for the woman.

Iconography 

Iconography is when particular images or visuals are associated with a certain matter, such as individual elements relating to a genre of music or if the artist wears something that the audience can recognize them with. An example of iconography would be Kanye West. West has a individual style of clothing which makes the audience recognise him more as he is more of a trend setter than a trend follower. At 0:37 we see Kanye wearing these glasses otherwise known as shutter shades. These are eye catching as he is the first to wear them so every time shutter shades are seen you immediately think of Kanye West. The music video itself avoids the typical idea of a RnB music video. The only particular elements that the video shows to back up this genre would be at 2:32 when Kanye is wearing a hoodie which is usually associated with RnB/Rap videos. At 0:26 we see some kind of futuristic machine which is something that isn't usually related to the genre of music Kanye usually sings. In a typical RnB it is expected to see cars, money and women. An advantage of having a video like this would be that artists are looking to reinvent that stereotype and are willing to make their videos more individual, a bad thing would be that it does take away the original essence of a RnB video which is what makes RnB videos what they really are.

Contradicting 

Contradicting in music videos is when the visuals in the video have no relationship or relevance to what the lyrics are saying. An example of a contradicting music video would be MGMT - Kids. The genre of this music video is psychedelic rock and indie pop, this gives quite a large persona to them as their music is meant to be loud and very upbeat. The video makes there personality's and characters seem strange and fairly disturbing The visuals show a baby being tortured by demons which enhances a upsetting and quite a disturbing tone to it whereas the music itself is very up beat and jolly. At 2:00 the lyrics say "crawling on your knees" the visuals whilst this is being said the woman is actually carrying the baby. The video itself makes the audience feel upset and on edge about the baby, they begin to sympathize for the baby and actually ignore the upbeat tone of the song. Another moment in the song that contradicts the video would be at 2:17 where the lyrics say "we like to watch you laughing" and the baby is shown crying and distressed. Right at the beginning of the video it misleads the audience into thinking it is about space as there is a astronaut voice-over. The costumes worn throughout the video also contradicts what the viewer would expect to see when watching the video. You would initially think the video will have happy children playing around however this is not the case as the video has people dressed in scary costumes at 2:35. This is very unsettling for the audience which makes them wonder why it was filmed the way it has been filmed. The persona of MGMT