Research into Goodwin's Theory

Goodwin’s Theory  ‘ Dancing in the Distraction Factory’

1) There is a relationship between lyrics and visuals

(either illustrative, amplifying, contradicting). Goodwin's theory suggests that each music video will show some form of relationship between the lyrics and the visuals. Depending on the message of the song a illustrative narrative will give the audience a better understanding of what the song is about and therefore the audience are more likely to be able to relate. One example of a music video that shows a relationship between the lyrics and visuals is Christina Aguilera's Video 'Beautiful'. The lyrics of the songs state 'You are beautiful no matter what they say' in which the narrative of the music video shows people who subvert the norm i.e. a person who is gay or a girl suffering from anorexia.

2)Music videos demonstrate genre characteristics 

Goodwin's theory suggests that music videos demonstrate genre characteristics  For example, you would be likely to see a stage performance in metal video, or even a dance routine for boy/girl band. An example of a group that conforms to Goodwin's theory is the pussy cat dolls. In their music video 'When I grow up' the group are seen to have a dance routine throughout the video. This is effective as it gives the audience a feel good atmosphere and allows them to dance along and copy the choreography.

3)There is a relationship between music and visuals

(either illustrative, amplifying, contradicting). Goodwin's theory also suggests that there is a relationship between the music and visuals. This is where the editing is either parallel or contradicting to the beat of the song. It is conventional for the editing to be shown parallel to the music as it creates a continuous flow throughout the music video making it more enjoyable for the audience to watch.

4)The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

The artists are market tools which are constructed to appeal to the mainstream audience. Goodwin's theory suggests that the record labels will request close ups to be shows continually throughout the music video as they are trying to sell the artist. This close up camera shots are effective as it allows the target audience to build up a relationship with the artist through the facial expressions and gives the impression the video is more personal to individual fans. It also suggests that artist develop motif which will recur across their work. One example of an artist that conforms to this is Rihanna. In her music video 'Stay' close up camera shots are regularly shown.

5)There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.  There is often intertexual reference (to films, tv programmes, other music videos etc).

Goodwin's theory suggested that music videos show frequent references to the notion of looking; in particular voyeuristic treatment of the females body. This is a generic convention to mainly R&B music videos as camera shots show women to be dressed more provocatively in order to appeal to the audience.  It is also used on men who are seen to have good bodies i.e muscles.  In Neyo's music video 'Hate that i love you' there is references to voyeuristic treatment of the female body. This was shown through mid shots of Rihanna wearing revealing clothing, which follows Goodwin's theory.

Goodwin's theory suggested that some music videos display  intertexual references to films, tv programmes and other music videos. One example of this is Lawson's music video 'Broken hearted'. In the video there is evidence that the band used intertextual references as they are shown to appear on TV such as a non-fictional news channel as an exclusive that the couple have broken up. It is also shown when the girlfriend is seen to turn on the television, the band appear on a show called Young Hollywood. This is effective in the music video as it gives the audience a better understanding as through intertextual references in the narrative, it is clear to the audience the couple have broken up and suggests that she cheated on him.

6)Consider whether the video is primarily performance based or concept based and how elements of each are used in it. 

Goodwin's theory suggested that music videos are commonly split into different percentages of performance, narrative and concept based. Different music videos consist of different styles and dont always use all three elements. An example of a music video that used mainly performance based with little narrative is James Morrison 'Broken Strings'. The music video consisted of the artist singing the song whilst playing the guitar throughout the majority of the video, however editing techniques were used to show a narrative of a broken couple who 'Running back through the fire, when theres nothing left to save'. 

Music video analysis – Justin Timberlake What goes around

Lyrics and visuals
Goodwin’s theory suggests that there is a relationship between the lyrics and the visuals that are either illustrative, amplifying or contradicting. This is important as it gives the audience an understanding of the lyrics. An example of this is in Justin Timberlake’s music video what goes around. The lyrics are illustrative as they are about a man who falls in love with a women who eventually cheats on him ‘Hey girl, is he everything you wanted in a man?’  He then goes on to suggest that  she will in turn get bad karma because of this ‘what goes around comes all the way back around’. This is further emphasized in the music video when the woman is caught kissing another man and when she tries to run away she goes on to have a car crash. Like Goodwin stated, there was a correlation between the visuals and the lyrics throughout the video. It it important the for there to be a correlation between the lyrics and visuals and it give the audience an insight to what the song is about and helps them understand the message the artist is trying to get across, in this situation it is about cheating.

Genre Characteristics
Goodwin suggested that music videos demonstrate genre characteristics.  For example in a rock Music video there would be a performance or in a boy/girl band they would show some form of a dance routine. In Justin Timberlake’s music video, they have used an interesting narrative structure to give the audience the impression it’s an adaptation of a movie. The video starts off with Justin meeting Scarlett in which the video shows him falling in love her. He was even prepared to marry her ‘I was ready to give you my name’ when he walked in on her cheating.  However the song goes on to say that now she is lonely ‘you spend your nights alone’  and that man she left him for is now cheating on her ‘He’s doing to you, what you did to me’ The ending of the video has a different story to what the lyrics suggest subverting the convention of a pop music genre. Instead of showing Scarlett lonely with her partner cheating it shows the dramatic break up between her and Justin in which she ends up in a car crash that results in her death. It is important for a music video to show genre characteristics and the audience will seek conventions. For example most pop videos show a narrative about a a broken relationship as it relates to the message of the song.  The video also shows genre characteristics as formal locations are used. Everyone in the background is seen to be dressed in formal black dresses connoting that the artist is part of a wealth class showing his status. The artists house also shows that he has a swimming pool which further portrays the fact that the artist has status and money.

Relationship between music and visuals
Goodwin suggested that there is there is a relationship between the music and the visuals that are either illustrative, amplifying or contradicting. In the music video, this is evident when Justin is dancing when performing. Not only does he dance to the rhythm of the song but in the background there are dancers are spinning hoops of fire. This is parallel to the lyrics when he sings 'what goes around goes around  goes around comes all the way back around'.  Camera shots such as close ups enable the audience to relate the to artists facial expressions and see how he has been effected by her cheating in the relationship. 

Demands of the record label

Goodwin’s theory suggests that the record label will include lots of close ups of the artist and that the artist may develop motifs which recur across their work such as their visual style. This is seen to happen in Justin Timberlake’s 'what goes around' music video. This enable the audience to relate to the artists facial expressions and get a better understanding of the song through his body language. They are also able to see him emphasis the lyrics showing how he implied that she got bad karma due to her cheating. Close up camera shots of the artist are also effective as it promotes the artist as they are seen to be a marketing tool in order to attract a mainstream audience.

Notion of looking

Goodwin suggested that notion of looking is used to portray how someone in particular is seen. For example women are very often portrayed to be seen as objects and that they are man’s possession. This is apparent in Justin Timberlake’s video when he walks in on her cheating on him. A mid shot is used to show him holding her against the wall looking down on her. This connotes that he is the dominant character and she is portray to seem weak and vulnerable. When she pushes him away saying ‘you don’t own me’ he replies with ‘I own you!’  
The music video showed frequent references to voyeuristic treatment to the females body. In the video, the women were seen to be wearing revealing and provocative clothing. Scarlet who acts are the artists girlfriend was seen to be wearing low cut corset. It is also shown as the dances are wearing tight-fitted  outfits that reveal their legs. This is effective as it attracts a males target audience as well as a female target audience.
Style of music video
I would say that the style of the music video is 30% performance based, 60% narrative based and 10% concept. This is because short camera shots where shown of the artist performing throughout the music video. however it mainly consisted of a narrative. The narrative was of a short story as to how the couple met and that the artist fell in love with this unique, courageous girl who eventually betrayed him. The narrative was more profound than the performance as it was used to give the audience a better understanding of the lyrics.The concept of the music video was that If you do bad thing you will in turn get bad karma. Due to the artists girlfriend cheating on him, as a result she ended up in a car crash by running away from her actions. This therefore is effective as it promotes a negative image on cheating to the target audience and helps those who has been cheated on relate to the narrative.

Summery
When it comes to making my music video I am going to consider Goodwin's theory and how I can can relate the points to the video. For example, one point I intend to include is the relationship between the lyrics and visuals. I would like to use both performance and narrative based in the video in which the narrative will have references to the lyrics. I am also going to be mindful that like Goodwin suggest there is a relationship between the music and the visuals. The editing needs to be at the same pace as the beat of the song so it creates a continuous, smooth flow throughout the music video. The theory has given me a better understanding of conventions of a music video and how different elements are used to help attract a mainstream audience.