Theories

Goodwin's Theory

Goodwin's Theory is based on eight principles, looking at these is one way of analyzing music videos and their codes and conventions.


1. Links between lyrics and visuals
2. Links between music and visuals (complimentary, contradicting or amplification)
3. Genre Characteristics
4. Intertextual reference
5. Notions of looking (objectification of women)
6. Voyeurism (direct gaze, other people looking at artist, insight into artists life, screens and mirrors)
7. Demands of the record label (representation of the artist)
8. Performance based, narrative based, or concept based music videos

Denis McQuail's Theory

• Information: finding out about the world; seeking advise; satisfying curiosity; education; gaining security through knowledge.
• Personal Identity: reinforcement of  personal values; models of behaviour; identifying with valued other; gaining insight into oneself.
• Integration and Social Interaction: gaining insight into circumstances of others; identifying with others; basis for conversation with others; substitute for real life companionship; helping to carry out social roles; enabling connection with family, friends and society.
• Entertainment: escapism; diversion; relaxation; cultural or aesthetic enjoyment; filling time; emotional release; sexual arousal.