What is Goodwin's Theory?

Goodwin's Theory

Goodwin's theory is based on 5 main principles that should be found in every music video of any genre. These are...

• Links between Lyrics and Visuals

This is the process of presenting the lyrics and meaning of the song visually within the music video using several techniques like camera, editing, mise-en-scene, lighting, costume and performance

• Links between Music and Visuals

This is similar to the point that lyrics and the visuals match but instead here, Goodwin states that the visuals should also match the music that accompanies. This is typically done through editing as we can edit to the beat of the music. This could also be done through performance and mise-en-scene since a song that has a sombre tone will not typically not have a happy music video.

• Genre Characteristics

The music video must be fitting of the genre. Like films, music genres have certain tropes and similarities that crop up in the music videos. For example many rap music videos will include elements of voyeurism, showing women in a sexual light. Or many EDM music videos will use montages to make it dynamic.

• Intertextual reference

Goodwin states that many music videos will include some kind of reference to another piece of media text. This acts as a sort of inside joke for the audience so that the artist can broaden their fan base and show that they have a knowledge of the media industry,

• Voyeurism/notions of looking 

One aspect of this theory is that there is a certain level of observation within the music video. For example many female artists play with sexuality to obtain the male viewer gaze. Another example for looking would be observing the performance through a camera or TV.

• Close ups

Nearly all music video record labels have certain demands that need to be met. This is done through self promotion of the artist using close ups on the face to evoke a sense of intimacy with the audience. Something that you cant get at a live concert.