Andrew Goodwin's Theory

Andrew Goodwin believes that pop videos do not follow the traditional structure of novels and films; instead they are approached from a different angle. Goodwin believes the reason for this is as follow:

•        Pop videos are based around songs and songs do not follow a certain structure
•        The artist of the song is used as a narrator and a character
•        The singer breaks the fourth wall and looks directly at the camera creating an instant connection with the viewer by involving them.

Andrew Goodwin came to the conclusion that some music videos visualisation may go beyond the original meaning of the song or sometimes the video may provide visual pleasure that may encourage the viewer to repeatedly watch the video over and over and sometimes the video may promote other things such as films.

Goodwin then grouped these conclusions into 3 categories

·      Illustration

·      Amplification

·      Conjuncture

Illustration: 

If a music video tells the story of the lyrics and expresses them through their literal meaning, then this is called Illustration. An example of this would be the music video of ‘whatever you like’ by T.I. This is an good example because during the music video he shows his lifestyle. In the start of the video you can see that he's a confident guy as he starts to flirt with the girl and then later on when he talks about his wealth we can see in the music video of him living the luxury life. This is could make the viewer be more engaged as they're 'feeling' the lyrics.

LINK: https://www.youtube.com/watch?v=nQJACVmankY

Amplification:

It occurs when the video adds new meaning to the song however do not contradict the lyrics, some may see this is as a ‘deeper meaning’. An example of amplification is Amy Winehouse ‘Back to Back’ music video here Amy Winehouse sings about an end to a relationship with a partner she loved however the music video is set out as 'black' and 'grey'. During the whole video we feel her sadness as you see everyone dressed in dark clothes and also her putting her heart in the grave makes the people feel the same emotions as the song would like us to feel.

LINK: https://www.youtube.com/watch?v=TJAfLE39ZZ8

Disjuncture:

Disjuncture is when the video has little to do with the meaning of the song and does not interpret the lyrics or it may even contradict the lyrics and seen as not making sense. This is shown well in 'Elastic heart' by Sia. The music video is two people just moving weirdly in a cage and have no meaning to the song at all.

LINK: https://www.youtube.com/watch?v=KWZGAExj-es