• Andrew Goodwin
• Sven E Carlsson
• Micheal shore
• Steve Archer
• john stewart
• laura mulvey

Few Theorists 

Andrew Goodwin

Characteristics of Andrew Goodwins theory includes

1. Genre Characteristics

Certain features are expected out of a video depending on the genre of the music video, In the music videos i have chosen there are two  specific genres : POP and EDM

Camila Cabello - liar 

Mama - Clean Bandits

2. Relationship between lyrics and visuals

The lyrics of the music are clearly Illustrated in the visuals as the Lyrics match up with the Music Video’s visuals.When you hear a song, you feel the emotion and the message wanting to be put across by the artist which is usually what is then seen in the music video.

"Woke up late
Somewhere far away from home
Pockets empty wallet gone
The sun is streaming all on down on my face"

"Beautiful people
Drop top, designer clothes
Front row at fashion shows
"What d'you do?" And, "Who d'you know?"

3. Relationship between Music and Visuals

The tone & atmosphere of the visual reflects that of the music, the cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or notes. Here in Mama and Woke up late  every move is in sync with the rhythm and beats

a lot of the time Music Video’s have the solo artist or front man as the protagonist in narrative videos. The artist may form a visual motif (style) making them more memorable when a new video is released. The close up of the artist shows emotions that can be felt by the viewer. In 3 of the songs there were many close ups

4. Notion of looking

comprises of voyeuristic treatment of female body, implies more than seen and sells the artist using sexuality. Usually involves stages and mirrors, all focusing on the artist The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. Also The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.

5. Inter-textual references  

Music videos reference other forms of media, most commonly film, but can also be television and other music videos. The audience creates their meaning of the video according to the intentional suggestion. Here In Mama by ellie, The lifestyle and the childhood of American president is shown intentionally, with a social message at the end.

Sven e carlsson

He believed in Binary Opposition which is to breakup the music videos into black and white boxes, almost everything is then perceived as opposites. It is a common approach to music videos in a sense that Binary opposition drive the narrative forward. Moreover he believes there are two categories for music video

Performance and conceptual  where the  actor fits into 3 of the following roles.

 It claims that Music videos makes the performer, not the performer himself. It argues that the artist builds a persona and sells the music video using their sexuality and body image. They sell their voice, face, lifestyle etc

1. Commercial Exhibitionist

In one of the video two totally opposite  lifestyles are compared with each other

and in the other the image of the american president Trump is shown

2. Televised Bard

when an artist tells us a story and we see it happening through the singing with different locations and images.

 I dont think the videos i chose had an artist specifically tell a story but in Mama some shots in the video shows the actor lipsyncing to the lyrics in which says he doesn't know what he is doing

3. Electronic shaman

when the artist has magical powers.

In these 4 Music videos i chose, there where no Electronic shaman

but to be clear In Ava Max Torn music video It is shown that she has secret powers like a superhero

Michael Shore concludes that music video are recycled styles that contains an information overload and therefore contains views of adolescent male fantasies. Most videos contain elements of speed, power, girls and wealth. All this conveys into soft-core pornography with clichéd imagery.

Micheal shore

recycled styles

info overload

adolescent male fantasies

speed, power, girls & wealth

soft-core pornography

cliche'd imagery

Steve Archer

Here the videos carefully submerged into performances within the narrative

John Stewart

He claimed that music video has the aesthetics of TV commercials, lots of closeups & lighting being used to focus on the star's face. There are visual references in the music video as coming from a range of sources, although three most probably are;

• Cinema
• Fashion
• Art photography

Laura Mulvey

 a feminist theorist who believed it's still a man's world. She believed that women are passively looked at and seen as objects of giving pleasure to men. women are 'dismembered' means that women are not focused on as a whole however the camera tends to focus more on their body parts.