Andrew Goodwins theory -

Andrew Goodwins theory identifies a number of key features in music videos. They are:

• A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
• A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.
• Genre-related style and iconography present.
• Multiple close-ups of the main artist or vocalist.
• Voyeurism often plays a major part, especially in relation to females.
• Intertextual references to other media texts may be present.

The theory is that music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these, in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos. Most videos follow this theory as voyeurism is a succesful in helping to sell the music as men are attracted to the female singers and women want to be attractive like the singers.

An example of this would be Girls Aloud. There majour selling point is that young women idolize them as they want to be them as men are attracted to the singers. This is achieved by the revealing outfits the singers wear and each with a unique style so theres a few different types that girls can relate to then idolize.