Goodwin is a significant theorist for music videos. He explains six key features in his theory.
- Genre Characteristics - The genre of the music fits with the theme of the music video. For example a rock band performing at a gig, or an R&B artist in a club.
- Lyrics and Visuals - Lyrics fit with the image on the screen whether illustrate, amplify or contradict the lyrics.
- Music and Visuals - The pace, atmosphere and tone of the visuals have a relationship with the music, whether the illustrate, amplify or contradict the style.
- Close Ups - Close up of the artists and their motifs may feature across their work.
- Looking - There is a wide notion of 'looking' into mirrors, at the camera through direct address, at people etc.
- Intertextual References - From film, tv, programmes and other music videos etc. For example Marilyn Monroe in Madona video 'Material Girl'.
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