The Male Gaze and Goodwin's Theory.
Andrew Goodwin's music theory
"music videos ignore common narrative as they are essentially advertisements. as consumers, we make up our own meaning of a song in our minds; a music video can anchor meaning and gives the record company/artist a method of anchoring meaning"
6 Conventions
1) a relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyric e.g. It's not about the money - Jessie J - contradicts itself with the visuals in the video from the lyrics. amplifies the lyrics is shown through 'someone like me' by Adele.
2) Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrate, amplify or contradict the music) example; kelis once ft Calvin Harris
3) Genre-related style and iconography present. - seen in location e.g. Kiss song "i was made for loving you' - its the trademark of the artist;
e.g. JLS - shirtless,
amy woinehouse - hair & make up
4) multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognizable brand image. This is common with female artist. This convention views the man gaze theory - everything is shot through the eyes of a man, this theory was founded by Laura Mulvey. for example "my Prerogative" by Britney spears.
5) Voyeurism (means watching people) often play a major part, especially in relation to females. this is used to sexualise and cause fetishistic connection for the male audience. examples of music videos that show voyeurism is "whats my name?" by Rhianna, another is "toxic" by Britney Spears
6) Intertextual References to other media texts may be present, especially in humorous videos. for example; "beat it" by Michael Jackson music video has an intertextual references to west side story by showing off the two groups jets and sharks and beat makes that intertextual reference of the two gangs. Another example is Taylor Swift, 'love story' refferring to Romeo & Juliet.
