'Dancing in the Distraction Factory' (1992)
Lyrics & Visuals
The first feature of a music video, Goodwin, claimed was that there is a relationship between the lyrics and the visuals on screen.
This can either be:
- illustrating:
- literally showing the lyric on screen: lip syncing, text or the physical action.
- amplifying:
- like illustrating, but stressing the lyrics more: having physical effects, metaphorical meaning.
- contradicting:
- having what is seen on screen contradicting the lyrics sung.
Example of Illustrating (Lyrics)
Music & Visuals
This can either be:
- illustrating:
- literally showing the music on screen: music muted, instruments.
- amplifying:
- like illustrating, but stressing the music more: having physical effects, metaphorical meaning.
- contradicting:
- having what is seen on screen contradicting the music.
- Cutting visuals in time to music
Example of Amplifying (having something represent beats/instruments)
Genre Exists
The next key feature of a music video which Goodwin discovered was that music videos demonstrate genre characteristics. Not just the genre of the music but the genre of the video itself
Genres include:
- Stadium Performance
- Studio Performance
- Location Performance
- Narrative
- Conceptual/experimental
Example of Studio Performance and Narrative
Artist Close-Up
Goodwin expressed that a key feature of music videos is several close ups of the artist. This is due to the record companies requirement that the artist is strongly featured within the music video. Some artist will often develop motifs that reoccur across multiple videos
This includes:
- artistic branding
- celebrity culture
- artistic portrayal
- implications on looking good
Example of Artistic Branding and Artistic Portrayal
Looking and Voyeurism
Goodwin also identified that within music videos that there is a concept of voyeurism. This is basically means the audience see something that they would or should not usually see.
This could be in the form of:
- Nudity/near nudity/revealing clothes
- exhibition
- an intimate location e.g. bedroom
- frame within a frame
The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women, The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.
Example of Exhibition (though it could be considered that this video shows how she is exhibited by the media and men)
Intertextuality
There can be intertextual references to numerous things in music videos like:
- other music videos
- films
- tv programmes
This can be homage (kind reference), pastiche (sarcastic but not a parody, which is usually mocking) or even use some type of brand synergy.
Example of Parody and Pastiche (referencing music videos, tv and celebrities)
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