Andrew Goodwin Theory - Music videos ignore common narrative as they are essentially advertisements. We make up our own minds about the meaning of the song.
1) A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics. E.g. Jessie J music video "Price Tag" she says "its not about the money", but then she is seen standing under a tree that is growing money which contradicts her lyrics.
2) Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrates, amplifies and contradicts the lyrics). The lyrics go with the video e.g. Bounce by Calvin Harris the lyrics.
3) Genre - related style and iconography present e.g. Kiss because they always play with white make up on whilst wearing black.
4) Multiple close up of the main artist or vocalist: The creation of the star image to promote a recognizable brand image e.g. JLS promote themselves because they are attractive, this means girls are drawn in due to sexually attraction.
5) Voyeurism often plays a major part, especially in a relation to females. e.g. this is shown by Britney Spears as she uses her image and to her advantage to attract men to watch her videos. This is called the ' male gaze'.
6) Inter textual references to other media texts may be
present, especially in humorous videos. sing one video to visually promote and
be a direct reference to another media text. By recognizing links between two
media it will make it more memorable.
You choose good examples Jono. Take another look at the Jessie J one - I'd say it totally illustrates the lyrics (almost to a ridiculous point!).
ReplyDeleteYou clearly understand Goodwin.
Where is your Vernallis work?