Andrew Goodwin theory

Andrew Goodwin is a author of a book all about music videos and what they do to the audience.


Andrew Goodwin's 'Dancing in the Distraction Factory'

He published is idea's in a book called Dancing in the Distraction Factory: Music Television and Popular Culture. His idea's were that there are 5 key aspects of a music video that the audience looks out for;

Illustrating

Illustrating, Interpretative is when lyrics match up to some degree of the lyrics, for example if the artist says 'Catching that cat down the road while doing back flips on a po-go stick ,' then you would see him or her trying to catch the cat down the road while doing back flips on a po-go stick. This is to connect the lyrics to the song a to create a bond between, the audience and the music video so when a person says something similar, it will remind the viewer about the song and make them want to listen to it again. In the song slim shady - Eminem, what ever he sings about, it comes up on the video. This is done so they can show off how different Eminem is like when he says working at burger king spitting on your onion rings, on the video, the viewer sees him working there and it matches. This adds to the video by creating eye and ear coordination which can help in the future.

Amplifying

Amplifying is when a music video is designed to enhance and upgrade the style and mood of the song, This impacts the audience by making them feel what the music video want them to feel. For example if the song is cheerful and happy and bright, the audience will feel good and happy yet if the song is dark and depressing the mood from the audience becomes passion for the story, depressing and sadness for the artist, actor and/or band. The impact this has on the music video is that it makes audience feel the same way the artist feels when playing the song. the benefit for the audience is they can feel closer to the song/artist. In this song, bad day by Daniel Powter, he sings about a really bad day he's having and the song reflect his mood which in the song is sad, this makes the viewers feel sorry for the artist/actor and them want to tell as many people about the music video as possible.

Contradict

Contradict is when the music video deliberately goes against the lyric and the mood of the song so it can come off as being different and unique so it can appeal to a different audience.This effects the audience as it makes them feel like they don't know what's happening and throws them off in a way. A example of that would be rizzle kicks skip to the good bit, listening to the song will make the listening think this song just has dancing it or something but the music video is set in a school were the duo act as students in a resit science class who make a pink concoction which the students in the same classroom drink and makes them to start kissing each other this happens at 2:00.

Iconography

Iconography, Discussing imagery as iconography in this way implies a critical "reading" of imagery that often attempts to explore social and cultural values, is used in music videos to give a artist their own style to things such as logo. This is done so that everyone will know them and copy them. For example lady gaga is really know for different extravagant outfits and her wasting money on things that are not worth it. For example when she was in the Simpsons for the finale episode of season 23 (Lisa goes gaga) she is seen be changing clothes every few scenes and in one scene crying 'little diamonds,' which seems expensive and wasteful, as you see on the right see is seen in a 23 minute Simpsons episode wearing 15 different outfits which is almost 1 every 3 minutes.

Voyeur

Voyeurism is the sexual interest in or spying on people engaged in sexual behavior, such as undressing, sexual acts, or other actions usually thought to be of a sexual nature. This also called the male gaze which is a theory that stats that the music video are watched is the female character is being sexual in some way. This happens in the music video sak noel loca people, by 1:47 a woman is already half naked in a sexual position. This is done in a music video if the artist/actor likes a someone and is syping on them, this is done to show the viewer that the actor/artist is in love/likes them. This is a popluar theory that Laura Mulvey came up with, in an essay she wrote, in the essay she wrote about how some cameras linger on the female body's curves, how that woman are shown as an erotic being, an orbject or even a prize that the male protagonist could obtain which isnt the way she wants women to be treated and lastly she thinks that men focus on the women rather than looking at everything that  om screen.

This is done in the music video, it wasn't me - shaggy as his wife/girlfriend is watching him as he cheats on her with another woman and he sings about how/where he was caught. Which give off the impression that its ok to cheat of women and that its not that important if you do and get caught.

and intersexuality

This is when a music video uses ideas/footage from another form of media e.g. animation and movies.This is done in a song called Pokemon 'catchatronic', in the music video all of the shots/scene is from the anime show excluding one that has been edited to be used with an event and continuously using them and making a song that has over 7 hundred thousand views on YouTube.