Goodwin Theory...

Andrew Goodwin is the Professor of Cultural Studies at the University of San Francisco. He is the author of a well known book that focuses on Music Television and Cultural Theory. He has published numerous articles on media and cultural theory.

His theory consists of the six things that a music video must do in order to keep the audience attentive and increase its repeatability.

• Relationship between Lyrics and Visuals: This means if the lyrics relate to what is seen in the video at the exact same time, they can be symbolic and connote what the artist is feeling, or be a different interpretation of what the words mean.
• Relationship between Music and Visuals: There are three ways to define the relationship between the music and visuals. Illustrative - using a set of images to illustrate the meanings of lyrics and genre (this is most common). Amplify - similar to repeatability . The meanings and effects are constantly shown and manipulated to ensure they stick in our minds. Disjuncture - this is when the meaning of the song is ignored (most common in abstract video's).
• Genre Icons and Style: Some artists have a trademark that they perform in nearly all of their music video's, this makes their songs easy to recognise. It can also be used as a marketing strategy, as the artist can generate more fans who will copy them.  The genre can also be shown by the location, like if they were to film a rock video, the mise-en-scene would be dark and maybe have filtered light.
• Close Up of Artist: This is to promote the artist and can be linked to Laura Mulvey's theory: Male Gaze, as a female vocalist may be viewed in a sexual way to appeal to the majority of the male audience.
• Iconography: This is to do with the style of the of the artist and how the audience idolises them and copies them. For example, Michael Jackson's glove or Amy Winehouse's Beehive.
• Voyeurism: This promotes the sexuality of the artists.