Goodwin's theory on music videos suggest there are 6 principles:
1. Relationship between the visuals and lyrics- Whereby the visuals illustrate, amplify or contradict the lyrics.
2. Relationship with the music and visuals- This can involve editing that establishes a beat within a song.
3. Genre Characteristics- These are established through the video and what the video portrays. It also means that the video has a connection with the artist and the song reflecting their genre.
4. Demands of the Record Label- This allows an artist to be recognised globally,and also allows them to become a memorable artist. For example dressing or dancing a certain way, possessing a certain lyric or catch phrase etc.
5. Notions of looking- Audiences are made to 'look' at certain things and images displayed in the video. For example a video may use certain camera angles to show a womans body.
6. Intertextual Reference- This is when videos reference either to other music videos, tv, films or other artists in their music video. These then provide further gratification and pleasure for the viewers.
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