Planning: Goodwin's Theory

Andrew Goodwin's theory relies on the use of six main conventions of music videos. Each of these conventions can be demonstrated easily through many pop videos.

Firstly, synaesthesia - this is when there is a clear link between the visuals and lyrics. The visuals could either illustrate (which is the main technique used in this video), amplify (regularly focuses on connotations), or be presented in conjuncture with the lyrics (ignore the meaning of the song).
An example of a link like this can seen clearly in Kanye West's music video for 'Gold Digger'. In this video, the lyrics are written on the magazine covers.

('18 Years' magazine title to correspond with lyrics: '18 years, 18 years

She got one of your kids, got you for 18 years'.)

Secondly, the relationship with the music - similarly to the previous point, this is where the music is shown clearly in the visuals. In 'Gold Digger', this is shown when Kanye 'bobs' a little to the beat of the music.

Thirdly, genre characteristics - each genre has a few specific conventions and characteristics that is unique to that genre. For R&B, these conventions include sexualized women and a keen focus on money and power. These are quite obviously demonstrated in 'Gold Digger'.

(Sexualization of women fitting to the genre characteristics).

Next, close ups - close up of the artist(s) - especially in the chorus - are a key convention of almost all types of music video. Even in 'Gold Digger', when Kanye wears glasses to mask his identity a little (his own signature way of connoting his superiority) - the record label demands that these close ups be included to promote sales.

(Kanye rarely shows his face clearly, front on, without his trademark sunglasses).

Next, voyeurism and the notion of looking - many music videos focus of the idea of looking (using key features like mirrors, windows and cameras, as well as screens like computers, phones and televisions). The notion of looking is most commonly demonstrated through direct or indirect address. The performers will often purposefully look into the camera a lot (this is most common), which is known as direct address, or not look at the camera at all, usually to create a feeling of distance and voyeurism, known as indirect address.

As well as this, voyeurism can be used to make the sex appeal of the video more noticeable. This is also known as 'male gaze' (when the camera focuses on specific, sexualized areas of the female figure.

Finally, intertextuality - this is when something in the video makes a reference to something else in pop culture (usually). For example, in 'Gold Digger' there are references to the old retro magazines.