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Goodwin's theory

Date post: 08-Aug-2015
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Goodwin’s Music Video Theory

Goodwin created a number of ‘codes and conventions’ that he believed many music videos have in common:1. Music videos demonstrate certain genre characteristics. 2. There is a relationship between lyrics and visuals.3. There is a relationship between music and visuals. 4. The demands of the record label will include the need for

lots of close-ups of the artist.5. The artist may develop motifs or iconography that recur

across their work (a visual style).6. There is frequent reference to the notion of ‘looking’ and

particularly voyeuristic treatment of the female body.7. There are often intertextual references – mostly to film,

television and popular culture.

Wild Wild Love

ArtistProduction CompanyDirectorLabelTotal Run TimeRelease Date (Online)

Pitbull (Featuring GRL)CreativeseenDavid RousseauRCA Records4:0125/03/2014

Applying Goodwin’s Theory to Wild Wild Love

Music videos demonstrate certain genre characteristics.There are many evident characteristics of the pop genre throughout the video. For example, there are various long shots of the dancers’ bodies. Additionally, there is a lot of sex appeal in the video, which is something that stereotypically, people have come to expect of the pop genre.

Applying Goodwin’s Theory to Wild Wild Love

The demands of the record label will include the need for lots of close-ups of the artist.The record label has clearly asked for close-ups of Pitbull and the GRL dancers. The purpose of this is in order to promote the stars of the music video and thus, make them more recognisable in the media. Eventually, this will lead to a higher popularity.

Applying Goodwin’s Theory to Wild Wild Love

There is frequent reference to the notion of ‘looking’ and particularly voyeuristic treatment of the female body.The male audience has the pleasure of looking due to the sex appeal of the girls and playboy girls in the video. Essentially, many of the females in the video are objectified and are intended to encourage the male gaze.


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