Andrew Goodwins Media theory 1

Andrew Goodwin identifies 5 key aspects of music videos that audiences should look out for:

• Thought beats ie seeing the sound
• Narrative and performance
• The star image
• Relation of visuals of the song
• Technical aspects of the music video

Through beats
First step is to look at the music itself. Take into account the structure of the song e.g chorus/verse.
Secondly, the voice of the song. The artists voice is unique and can form identification or trademark that work well with the star image.
Thirdly Goodwin alos points out the artists mode of adress. Songs can be seen as stories and the artist is the storyteller, making the music videos a story.

Narrative and performance
Goodwin explains that music videos should ignore common narrative. it is important in their role of advertising. Music videos should coherent repeatability. Narrative and performance make it easier for the the audience  to watch over and over without loosing interset. The artists acting as both narrator and participant the lip sinking and other mimed actions remains the heart of music videos.

Star image
The star image is a vital aspect of the music videos. This is the main person in the music video. This will be who the audience recognises and interprets. The star sometimes is the narrative and tells the story to the audience. Meta narrative, which is a big story, describes the development of the star over time. In boy/girl bands, the singer is mostly the star image as they are the most recognised and well known. They are also the narrative of the video.

Relations of visuals to song
Music videos can use a set of images to illustrate the meaning of lyrics and genre. This is most common. Amplifying is similar to repeatability. Meanings and effects are manipulated and shown constantly through the video. Disjuncture is more rare to be used. This is where the meaning of the song is completely ignored.

Technical aspects
This holds the video together through the use of camera work, movement, angle, mise-en-scene, editing, sound and special effects. Speed, camera movement, editing, cutting and post production are all forms of use of camera. Lighting and colour help set the mood and emphasise key moments of the song for dramatic effect. Mise-en-scene, the setting of music videos, is vital, it needs to look authentic and attain professionalism. Beats, music videos use cuts to go with the beat or  rhythm, making the video more entertaining.

Written and posted by Scott and Hayden