Andrew Goodwin's Theory

Andrew Goodwin identifies 6 key aspects of music videos that we the audience should look out for. His key aspects of music videos are:  

1. A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics. 

2. A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music. 

3. Genre-related style and iconography present. 

4. Star image, multiple close-up shots of the main artist or vocalist. 

5. Voyeurism often plays a major part, especially in relation to females. 

6. Intertexual references to other media texts maybe present.

 Complete a case that illustrates this using a screen-grab of a video.

As an example of Goodwin's theory, I will be applying his key aspects to the Spice Girls video, 'Wannabe'.

1.) A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.

During this screenshot, the girls are doing choreography and the lyrics being sung are "If you wanna be my lover, you gotta get with my friends". As this line is sung, the girls all place their arms away from them to their sides suggesting that they're addressing the people beside them. This makes sense as they're singing about the important of friendship, therefore they're gesturing to their friends standing next to them. 

2.) A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music. 

This entire video shows multiple close ups and mid shots of the girls' faces, showing them singing along to the soundtrack. This shows that the video is performance based. This screenshot shows Geri Halliwell singing "If you really bug me then I'll say goodbye".

3.)  Genre-related style and iconography present. 

Throughout this video there is a lot of iconography present which is used to represent a particular genre or artist. The members of the Spice Girls are often recognized as dressing or acting a certain way, for instance: 

  Victoria Beckham (or 'Posh Spice') is often recogized as acting or dressing 'posh', ladylike and sophisticated. Here is a screenshot of her posing in a ladylike manor with her legs crossed in a little black dress. 

Another example is a shot of Melanie Chisholm (or 'Sporty Spice') doing a backflip across a table. This correlates with her image as being sporty and athletic.

  Once again, here is a shot of Melanie Brown (or 'Scary Spice') kicking her leg up and pulling a funny face. This is iconic to her image as being vibrant, flamboyant and 'scary'. 

4. Star image, multiple close-up shots of the main artist or vocalist

The video is all shot in one continuous shot, and there are multiple close up shots used in order to show which one of the members are singing. As the camera follows them, the cameraman makes it clear who's solo it is.

5.) Voyeurism often plays a major part, especially in relation to females. 

In this clip, Victoria uses her feminine charm to comically overwhelm an elderly man.