Andrew Goodwin came up with his theory after research into music videos, he came up with codes and conventions in music videos and elements which music videos have in common.
- Music videos have certain genre characteristics e.g. dance routines in girl/boy bands. An example is Fifth Harmony in their music video "work from home"
- A relationship between lyrics and visuals- plays a role in conveying the theme or message of the song
- Matching the visuals to the music- Matching the overall look and feel e.g. If the song has a fast beat the editing will usually contain fast paced editing with short takes
- The artist may develop motifs and iconography- When you see particular conventions you should expect a genre
- There can be inter-textual references- this is done through the reference to the theme or style of another media text
- Star representation- Generally the singer is presented the most, this can be created with close up's so it seems like the singer is singing directly to the audience. This means that there is more audience interaction. An example of star representation is in Drake's music video "One Dance". The audience focus on Drake as he is the "star" of the video performing.
- Technical aspects- Camera shots, editing, sound, mise-en-scene
Goodwin states "As consumers, we make up our own meaning of a song in our minds: a music video can anchor meaning and gives the artist a method of anchoring meaning"
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