Research into Goodwin's theory

Goodwin's Theory
Andrew Goodwin has a popular theory with points that he believes every music video adheres to.
Goodwin's theory is based on 6 main points.

1. Music videos demonstrate genre characteristics. 
This means that the video will have conventions that are stereotypical characteristics of that genre. For example, a rap video will likely have gold chains, expensive jewellery and attractive women dancing.

2. Relationship between lyrics and visuals.
 Music videos will often have a link between the lyrics in the visuals within the music video. This could be in the narrative, or just featured within the conceptual aspect.

3. Relationship between music and visuals.
Similarly to the link between lyrics and visuals, the music itself can have a link with the visuals.

4. Demands of the record label.
The record label that the artist is under may have requests and demands. These demands often include close ups of the artist during filming, as well as a visual style that will be reoccurring throughout their career. For example, Lady Gaga has an abstract and orignial dress sense, which is what she is popular for.

5. Frequent reference to the notion of looking, as well as voyeurism towards females. 
The notion of looking includes a focus on men or women being portrayed in a seductive manner. The notion of looking can also be referenced by making eye contact with the camera, as well as the use of props. Voyeurism is widely used to sell the artist's music using sex appeal. Contemporary videos predominantly show females using voyeurism, compared to men, where it is a significantly more minimal amount.

6. Intertextual references
Music videoes will sometimes have intertextual references. This means that they will reference to existing videos, films or other texts. This is to include the audience in the text, as they will feel 'in on the joke'. For example, the music video for I Feel Like Dancin' by 'All Time Low' has several intertextual references to existing videos, such as Green Day - Holiday, Katy Perry - California Girls and Lady Gaga - Bad Romance.