The Goodwin music video theory

Goodwin's theory suggests that a music video must to contain 6 sperate elements in order to be successful. These elemements are:

• Genre conventions
• Visuals match upwith lyrics
• Visuals match up with music
• Star representation
• voyeurism
• Intertexuality

Genre conventions

Visuals and lyrics

This element suggests how Goodwin noticed that the lyrics of a song either coincide with the video or contrast with them entirely. The idea of a music video running alongside the lyrics of a song creates an emotional connection between the two. Having the video contrast with the song lyrically creates a sense of mystery, forcing the viewer to think about the deeper meaning behind the video.

Visuals and music

Goodwin realised that the relationship between the chosen song and the video can have a great impact on the final product of a video. This relationship can be illustrative, amplifying or contradicting.
Goodwin believed that the most effective style of video is where the visuals correspond with the beat that the music follows. Artists may choose to feature synchronised transitional shots with the beat in order for their video to run smoothly alongside the vocals.

Star representation

Star representation refers to the star's identity and the different characteristics that make them unique. It speaks of the way that the artist is presented in the video in terms of costume, moves and appearance. It aims to create a sense of identity for the star, attracting people to the video, encouraging them to wish to find out more about the artist and the other songs that they have to offer.

voyeurism

This is where the viewer is allowed to see something that they wouldn't usually, enticing them into the video. This can be displayed in many different ways including:

• Intimate locations e.g a bedroom
• Frame within a frame
• nudity/revealing clothing

Goodwin discovered that females will often be sexualised in this way as a method of enticement. This will be done through camera shots and editing, focusing solely on the body of the woman in the frame. 

Intertextuality

This is the idea of referencing something or someone that already exists in a music video. This is often done as a way of engaging the audience with existing products that they already know and enjoy.