Applying Goodwin's Theory

Our task this week was to find videos falling under the categories 'performance', 'narrative' and 'abstract' applying Goodwin's theory...

Performance



'Wannabe' falls under the Pop genre - the costumes are vividly coloured bringing focus to the Spice Girls who are throughout.Star image is can be recognized in the video, as it corresponds with the lyrics...
"We got Em in the place who likes it in your face,
we got G like MC who likes it on an
Easy V doesn't come for free, she's a real lady"
Each girl is shown demonstrating their most recognizable qualities.
The jumpy video is edited to the upbeat tune and each time a new Spice Girl sings,close ups are used. The video breaks the 4th wall as the Spice Girls sing to the audience using the famous words:
"If you wanna be my lover, you gotta get with my friends"



The Weeknd's music falls under the PBR&B genre, alternative R&B. The video is mostly performance and progressively shows different settings.This video also endorses the 'star image' promoted by record labels, as the video is shot as a close up of the artist - the Weeknd looks into the camera throughout.
The women shown at the end of the video are portrayed as seductive through the mise en scene. The bedroom is illuminated by a red filter and the costumes show the women to be wearing minimal clothing which helps to sell the video.

Narrative



Timberlake's music video is almost a short film. The narrative interrupts the flow of the song at some points, heavily amplifying the lyrics of the song. Multiple close up shots of both stars are used to promote 'star image' and while there are some elements of performance, the video is largely based on a narrative. Timberlake invited Scarlett Johansson to play in the video - the voyeuristic treatment of Johansson's body further helps to create audience appeal and thus sell the record to fans of both the stars .



Chase & Status' 'Time' is a story of domestic violence in the eyes of a teenage girl. The video is edited to the beat of the song as the visuals mostly show violence when it drops. The video is purely narrative as there is no lip syncing and the singer or 'star' does not appear in the video. The narrative accompanying the track is harrowing and rather than using the notion of 'looking' or objectifying the female body, the director has chosen to provide the audience with a thought provoking visual sequence in order to pull in views.

Abstract



Banks' video, though it shows the star herself at some points, is largely abstract. There is no perceptible visual narrative or relationship between the lyrics and the visuals. The director has instead, used an artistic sequence of patterns and shapes which quickly change. There is minimal lip syncing, however the notion of 'looking' is done to draw attention to the star, who is portrayed as seductive.

Andrew Goodwin's Music Video Theory

Goodwin's theory identifies 5 key aspects usually explored within a music video.

Genre characteristics including style and iconography, for example:

Rock video - stage performance

Rap video - bikini clad surrounding artist

Pop video - vibrant colours, lighthearted message

Inter-textual references may also be made, linking the video to other media texts

A relationship between the lyrics and visuals either illustrating, amplifying or contradicting them. Examples of this include:

A relationship between the music and visuals i.e editing to the beat, as demonstrated in...

 Multiple close up shots of the artist(s) - 'star image' is a term referring to the unique appearance of an artist, which recurs across their work. A great example of this is Lady Gaga:

 

The notion of 'looking' being either eye contact with the camera, or the portrayal of men and women as seductive. Miley Cyrus illustrates this...

Voyeuristic treatment of the female body in order to create sex appeal often helps sell the artists music e.g Nicki Minaj