Andrew Goodwin

Andrew Goodwin
From the writing in “Dancing in the Distraction Factory” (Routledge 1992) Goodwin came up with 6 different codes/conventions of which should be followed in a music video.

1) That music videos should demonstrate genre characteristics

2) That there is a relationship between the lyrics and the visuals

3) That there is a relationship between the music and the visuals

(Which amplifies, illustrates or contradicts)

4) The demand for the records label will include the need for lots of close ups of the artist/s and the artist/s may develop motifs which recur across their work(A visual style)

5) That there is frequently reference to the notion of looking (screens within screens, telescope, etc) and particularly voyeuristic treatment of the female body

6) That there is often intertextual references (to films, TV programs or other music videos)

Andrew Goodwin Theory

Goodwin’s Theory

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Intertextual references

There are 3 different ways to have intertexual references in your music video, they are;
Stylistically – By imitating the style of a film or television genre, video game or cartoon.
Theme / Narrative – they have a story to them
Content – that some videos contain more subtle intertexual references within their content.


The Purpose
The purpose for intertexual references can add another dimension of meaning to a text as well as filling an important role for audiences. They can work on different levels so that they will understand by some, but not necessarily all, of the audience. Those who do “get” the reference feel privileged, as though they are in on the secret

Codes and Conventions

Codes = Equipment used cameras, also symbolic codes for example what the person is feeling and how we see that

Convention = The way things are done within the video this also describes the genre of the music video

The conventions of a music video vary depending on genre of music. However, some general conventions are: The artist is shown performing, the lyrics of the song influence what is shown in the video, the pace of editing fits the pace of the music, and the codes of dress reflect the mood of the song.

These can be placed into certain categories; such as;

Narrative – Which a music video has a story/theme to it

Performance – Where the band or artist is playing

Mixture – With a mix of both narrative and performance qualities

Cameo – Where the band or the artist is featured in the narrative but doesn’t perform

Animation – Where the video contains digital features such as flash and stop frame.