Goodwin's theory

Andrew Goodwin wrote 'dancing in the distraction factory'. He wondered whether music videos reflected society. One of his ideas was whether there was a  relationship between the lyrics and what was shown on screen. He said this could be illustrating, amplifying or contradicting. For example fall out boys video for  'American suite hearts'  doesn't match the lyrics.

He also said some videos editing is in time to the music. An example of this is The Wanted's walks like Rihanna. 

He also said that there are genres in music videos and each of these have characteristics. Such as, in rap music videos there are reoccurring themes such as half naked women, money and cars.

There is also almost always close ups of the artist. This is because of branding, celebrity culture, portrayal and the implications of looking good. An example of this is in Mischa B's video as she is not a well known artist so close ups will build recognition.

Also, iconography for branding, style and a unique selling point. An example of this is Michael Jackson as he is very famous for his dance moves and glove, etc.

Also, voyeurism. This includes nudity and revealing clothes as well as exhibitionism, and intimate location, also mirrors as we like to see what we usually cant, an insight into celebrity personal lives. and example of this is Rihannas 'stay'.

Finally, intertextuality.  music videos that reference other music videos, film or TV. and example of this is Weezers buddy holly as they impersonate him and his style, contrasting the genre of the song.