Goodwin’s theory is based on eight main principles:
· Links between the Lyrics and Visuals
· Links between music and visuals
· Genre characteristics
· Intertextual references
· Objectification of women
· Voyeurism (Direct gaze, insight to the singers life)
· Demands of the record label
· Performance based ,Narrative and Concept.
Links between Lyrics and Visuals
Goodwin suggests lyrics will make a constant reference to the visuals on the screen. The visuals reinforce the lyrics. Genre characteristics
These are depicted as the certain traits associated with a particular music genre. Different genres have various characteristics such as rock music videos mainly have the band on stage performing. Pop videos are more performance based dancing and a positive atmosphere. Then you have R&B music videos which generally include sexy women parading around half naked and men singing or women and mainly rapping will be involved in this type of music video.
Notions of looking plays on the idea of gaze and the way someone in particular is seen. For example, in a lot of music video’s women are often presented according to Goodwin as objects. Notions of looking however is not just restricted to women, it may also represent men in a particular way such as controlling or violent as cheats.
Demands of the Record Label
The record label has a certain control over the artist they sign. It is ultimately up to the record label to decide what the artist should be represented as. For example, for women the label may require the artist to come off as sexy in order to appeal to men and reach that target audience. For men the same thought process could be applied, being represented as sexy would reach out to the target audience of women. This is crucial as particular genders are more inclined to listen to certain genres of music. E.g. women who are interested in urban music are more likely to listen to R&B. So men appealing as sexy would draw in women audiences
No comments:
Post a Comment