Goodwin's theory allows us to analyse or compare a music video/s in depth and cover all the vital elements that a video will contain or be a part of. It allows us to see trends and connections between genre and content. His theory is based on eight main principles; those principles are:
Links between Lyrics and Visuals
Links between Music and Visuals
Genre characteristics
Intertextual reference
Notions of Looking (objectification of women)
Voyeurism (direct gaze, other people looking at artist, insight into artists life, screens and mirrors)
Demands of the Record Label (representation of the artist)
Performance based, Narrative based or Concept based music videos.
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