Andrew Goodwin Theory

 Andrew Goodwin Music Videos Theory 

Andrew Goodwin, a media theorist, identified a sum of conventions evident in most music videos. 

His Theory is still evident today...

Many artists often portray the same conventions, as identified by Goodwin. The most common conventions are the first 2, as mentioned above, and are arguably, the most well-known way to represent a song: through relationships with the lyrics/music and visuals. 

Examples of artists who follow through with his conventions:  

Lady Gaga's 'Telephone' feat. Beyonce

Lady Gaga's 'Telephone' quite evidently follows through with each of the conventions identified above: 

1. Relationship with the beat/lyrics and the visuals

Firstly, there's already a relationship between the lyrics and the visuals, as the song is called telephone; and she begins her song, with her talking on a telephone.

The relationship between the beat and the visuals are also shown within the first verse, with the editing matching the lyrics: 

2. Voyeurism

Voyeurism is particularly prominent in the music video, especially in the beginning, wherein Gaga is being walked by 2 female officers, showing their cleavage and essentially being exposed to the prison.

Further acts of voyeurism is shown, when Gaga and fellow prisonmates are strutting around the prison hallway, wearing nothing but their lingerie and boots, whilst the camera focuses on their bodies, 'ogling' them, more than anything else. 

Similarly, as identified by Goodwin, voyeurism is often presented through screens/cameras, which are quite often shown in Gaga's video, through the security cameras of the prison.

3. Intertextuality: 

1. Kill Bill - 'Pussy Wagon' from Tarintino's film.

2. Michael Jackson's signature pose

3. Gaga's reference to her 'true' self, played by her sister

Lady Gaga (left), her sister, (right)

4. Pulp Fiction reference with Beyonce giving Gaga a 'Honey B'

5. Wonder Woman reference (Wonder Woman is often portrayed as a model of the feminist movement, who was sent down to help protect America, but she loses power if a man binds together her trademark bracelets, and is often presented being chained by male villains, and ultimately needing to break free, hence Gaga's massive chains around her in the prison scenes.) 

4. Close-ups on artist(s)

Both Beyonce and Gaga have several close-ups shots of their faces, most prominently when they're singing their respective verses.

5. Genre

Typical of Gaga, her genre is more 'electropop' or 'retropop', especially with 'Telephone'. The music video features countless conventions of her genre, and what's specific to her, as an artist. There's lots of bright neon colours in the music video, most of which is due to Gaga's representation.

More examples: 

Kendrick Lamar's 'Alright' (2015) 

The beats of the song match the visuals well, and helps contribute to the deeper meaning of the music video. 

Kylie Minogue's 'Can't Get You Out Of My Head'

The dance moves match the beat of the song quite well, and there's some voyeurism. 

Beyonce's 'Run the World' 

Beyonce's iconic dance moves from this music video match up well with the beat, and fits in well with the genre. There's also lots of close-up shots of Beyonce. 

The Weeknd's 'Blinding Lights' 

The Weeknd's music video features lots of fast-paced editing with its visuals, which matches with the fast-beat and lyrics of the song. The music video is also highly fitting for the genre of 'Pop', as there's lots of bright contrasting colours, and many close-up shots of the artist himself.