Goodwin's Theory

Theorist Andrew Goodwin states in his book 'Dancing in the Distraction Factory' that "Music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning of a song in our minds: a music video can anchor meaning and gives the record company/artist a method of anchoring meaning". He identifies the key features of a music video as:

• Genre Characteristics - Relevant style and iconography.
• Relationship Between Lyrics and Visuals - Lyrics are represented with visuals, they can be illustrative, amplifying or contradicting.
• Relationship Between Music and Visuals - Suitable atmosphere for song, shots can also be edited to the beat of the music.
• Multiple Close Ups of Artist - The demands of the record label are fulfilled in order to create a 'star image'.
• Frequent References to Notion of 'Looking' - Screens within screens, mirrors, voyeuristic treatment of the female body. 
• Intertextual References - To films, T.V. programmes etc.