MAIN IDEOLOGIES IN MUSIC VIDEO

ANALYSES

ANDREW GOODWIN

Main ideologies Goodwin proposed

Andrew Goodwin stated that there are 6 different ideologies that consist throughout a music video

Goodwin's ideologies Music video demonstrate genre

characteristics ( stage performance and dance routines)

As revealed in the print screen of the video there is a choreographed routine throughout the video of Sugababes ‘push a button’ this is a typical convention of female pop bands.

This print screen reveals the typical conventions of pop music tracks and there consistent choreographed routines. This is revealed through many pop and RnB bands.

Goodwin's ideologies

A relationship between lyrics and visuals which is either illustrative , amplifying or contradicting. This particularly refers to the way in which the lyrics of the sons are presented on screen

This is revealing when the lyrics go with the visuals that are being represented on screen. What is said in the music track is ‘ your legs hit the chandeliers’ and a chandler is revealed on screen at that moment. The lyrics therefore illustrate the visuals.Music track

T pain ‘ buy you a drank’

Goodwin's ideologies

A relationship between music and visuals, again in terms of whether this illustrates, amplifies or contradicts the music. This primarily refers to the ways in which the editing, beat of the music and timing are connected to what the audience is presented with on screen.

Goodwin's ideologies The demands of the record label and how the video is likely to

include the needs of lots of close up shots of the artist. Further more, the artist may develop a motif within the video ( a constant visual) which can be displayed subtly or more prominently.

The video ‘no scrubs’ by tlc the group is visually revealed independently throughout there video with close ups and this is done to individualise every member of the group.

Goodwin's ideologies There is frequently a notion of looking e.g whilst looking through a camera,

screen within a screen and particularly voyeuristic treatment of the female body. This is usually presented through a variety of different body shots which depicts he women as being sexually objectified.

Goodwin states that throughout many of the video there are effect that consist of looking at something from a different vision. one of the visions that is revealed in the video ‘ayo technology’ by Justin Timberlake the vision is revealed through a sniper scope. Here in 50

cents video ‘in the club’ the lyrics start with the audience looking through a peek whole.

Goodwin's ideologies

Intertexuality if often used, in reference top films, television programmes and other music videos.