Goodwin's theory states that there is a relationship between both lyrics and visuals, the visuals amplify, illustrate & contradict the lyrics so therefore there is a connection between the two. There is also a connection between the music and the visuals, in this case the visuals amplify, illustrate & contradict the music. He says that music videos are often created and constructed by the link between the visuals, the song & the artist.
The relationships between these are built in the video, and all the close ups of the artist gives them the representation and publicity that they want & require. Voyeurism is also used to increase the video's attractiveness, particularly to males, while intertextuality if often imputted in humorous videos.
Most artists look directly at the camera in their music video to make it seem like they are looking directly at the audience and singing straight to them. It is also why record companies will demand a lot of close ups of the main artist or vocalist.
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