Theories !!!!

1. Andrew Goodwin
5 Theories of Music Videos
By Isaac Harvey
All videos mentioned can be clicked on and you can go straight to the video.

2. Lyrics and Visuals
 This is a direct or opposite link between the lyrics and the on screen
narrative or performance. This would refer to the way that the lyrics
are shown on the screen.
 An example of a music video that has clear references to the lyrics
throughout the song is Lady Gaga - Bad Romance. The video is
narrative based. Throughout the video there are mentions to the
lyrics 'Bad Romance‘. Since these lyrics are heard, we see frequent
shots of actions the audience would consider to be bad romance e.g.
bidding for Lady Gaga as a prostitute, forcing her to drink some sort
of liquid and Lady Gaga performing to the 'pimps'.

3. Music and Visuals
 The beat and the actual instrumental of the music is
a direct link rather than the musicians vocals. There
is usually a direct link between the visual and the
music or edit/cut to the music itself.
 In Manowar - Die For Metal the music is at the same
pace as the video. You can straight away see this
from the beginning of the video.

4. Demands of the Music Label
 Music labels sell the artist by often wanting a lot of close up shots.
 In music videos artists may develop a motif that can be subtle
however some other artists may have a more recognisable motif
which helps them gain recognition.
 In Miley Cyrus – Can't Be Tamed there are many close ups of her lip
syncing to the song. These close ups of her sell the video and the
song.

5. The Notion of Looking
 The notion of looking is the repeated reference to looking
presented in music videos.
 In Pink - Who Knew Pink frequently looks towards the
camera, by doing this it looks like she is the narrator of
the story unfolding between the young couple. The
couple have eye contact between themselves. As the
audience we look on as the third person to work out what
is happening.

6. Voyeurism
 Voyeurism of the female body is used in a wide range of music
videos.
 A great example of voyeurism is Beyoncé - Single Ladies (Put A Ring
On It). This is because:
 Throughout the video there are three attractive women dancing,
 There is a lot of skin which is shown most of the time.
 The main focus of the video is the women's bodies.
 The women's legs stand out as they is a black and white background.
 The only thing within the set is Beyoncé and two other dancers this gets
all of our attention on the women’s dance moves.

7. Intertextuality
 Intertextuality is commonly used in music videos to create a
familiarity with the video to the audience. This is done by using
references to other media texts, such as scenes or styles from films,
video games, or fashion and photography. It can be either be a sign
of respect, or as a sign of mockery.
 In Red Hot Chili Peppers – Californication it has references to video
games. This would be used to gain a wider audience by getting into
more younger people's taste.

8. Thanks for watching!!