THEORISTS

Andrew Goodwin - Convention of Music Videos: 

He believed that:


  • A relationship between the lyrics and visuals (illustrating, amplifying or contradicting the lyrics).
  • A relationship between music and visuals.
  • Particular genres may have their own video style and iconography. 
  • A demand from the record company for lots of close-ups of the main artist. 
  • Artist develops their own star iconography in and out of there videos.
  • Reference to voyeurism (screen within screen, binoculars, cameras...). 
  • Intertextual references. 

John Stewart - Convention of Music Videos:  

He believed that:

  • Music video has the aesthetics of a TV commercial, with lots of close-ups and lighting being used to focus on the star's face. 
  • He sees visual reference in music video as coming from a range of sources, although the three most frequent are perhaps cinema, fashion and art photography. 
  • Stewart's description of the music video as 'incorporating, raiding and reconstructing' is essentially the essence of intertextuality, using something with which the audience may be familiar, to generate both nostalgic associations and new meanings.
  • The video allows more access to the performer than a stage performance can. The mise-en-scene, in particular, can be used to emphasise an aspirational lifestyle. 

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