Goodwin's Theory of Analysis

1. Music Videos demonstrate genre characteristics

The majority of artists use this technique to show the category which they fall in to. Aspiration in hip hop, dance routines in boy/girl band videos and live performances for heavy metal bands are all examples of this, and the themes presented throughout music videos are synonymous with the genre of the musical material.

2. There is a relationship between lyrics and visuals. The lyrics are represented with images
Whether they be illustrative, amplifying  or contradicting, throughout music videos, there is a definite correlation of the lyrics within the song and the visuals displayed. These can support the lyrics with a demonstration of the situation or narrative, amplify the inner message with a visual interpretation, or completely contradict the lyrics, to demonstrate an alternative, or niche, artist.

3. There is a relationship between music and visuals.
Again, whether it is illustrative, amplifying or contradicting, a link between the music in the song, and the video, specifically relating to tempo and transitions. For example, in more up-beat pop videos, the editing will be quick and clean, with a general tempo matching the speed of the song. However a more sombre video will feature more slow, fading cuts, to emphasise the slow beat expressed in the song. Particular high and low points throughout these songs can be emphasised by specific changes in the style of the video.

4. The demands of the record label will include the need for lots of close ups of the artist, and the artist may develop motifs which recur across their work.
This is used to primarily sell the material of the artist, and also to introduce a style to which fans can relate and imitate. An example of this is modern pop sensation Lady Gaga, who's prolific use of outrageous costumes and prop designs help promote her alternative fashion sense and views. This has had a massive impact on her fans, and the music industry as a whole, and defines her just as much as her music.

5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
This is mainly a reference to more dated music videos, which, in their mise-en-scene, features several depictions of people looking, mirrors, telescopes, etc. As well as this, in music videos from the present as well as the past, contains lots of voyeurism (depictions of the female body in a sexual manner). This is a constant feature throughout music videos, whether it be the singer herself, for example, Rihanna, who presents her self in a sexual way in many of her videos, or female dancers in the background of a male singer or group. The majority of these videos are synonymous with rap or r'n'b videos.