He believes that pop videos do not follow the traditional structure of novels and films, it's approached from a different angel. The also believes the reason for this is:

·      Pop videos area based around songs and songs don’t follow a particular structure.

·      The singer is the narrator and main character.

·      The singer breaks the fourth wall, looking straight at the camera, creating a connection with the viewer as its as if they are talking to them.

Andrew Goodwin

Genre:

Goodwin believed there should be a clear relationship between the lyrics and visuals. Genre of the song should match the genre of the video:

• Illustrative

• Contradictory

• Amplification

• Disjuncture

Notions of Looking: Related to voyeurism as we are watching the performer and gaining pleasure from it

Star Image: promotion of the star by using frequent close ups of the performer and constant *motifs which represent the artist

Intertextuality: reference to other media texts (songs, films, merchandise)

*motifs: a short piece of music or lyric that gets played over and over again ("DJ Khaled", "Mr Worldwide..")

Illustration: if a video tells the story of the lyrics, expressing actions as the lyric is sung, illustrating the lyrics.

 Examples of Illustration:

Amplification: occurs when the video adds deeper meaning to the song, not contradicting the lyrics.

Example of Amplification:

Disjuncture: when the video has little or nothing to do with the actual lyrics. It seems it doesn’t make sense but could create a new meaning.

Conjuncture: When the video and lyrics match meaning.

Dizzee Rascal - Bonkaz is a good example of the video and lyrics meaning the same thing as he acts 'bonkaz' throughout the video.

Andrew Goodwin quotes:

• "There is a relationship between the lyrics and the visuals."
• "There is a relationship between the music and the visuals"
• "Particular music genres may have their own music video style and iconography."
• "There is a demand on the record company for lots of close-ups on the main artist."
• "The artist may develop their own star iconography."
• "There is likely to be reference to voyeurism."
• "There are likely to be intertextual references."
• "Lyrics establish a general feeling or mood but do not offer a coherent meaning."
• "The tempo of the track drives the editing of the video."
• "A pop star image is created from the following materials: Songs, record cover, media cover, live performance, and music videos."

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Laura Mulvey (preview)

Laura Mulvey created the term male gaze suggesting women are objectified for the pleasure of men. Female gaze is the opposite to the male gaze, but is less common as we live in a patriarchal world. relating this to Andrew Goodwins theory about voyeurism where objects are placed for the audience to gain pleasure from