Essentially Goodwin's theory is that the narrative of a music video matches the tonne and theme of the lyrics. Conventional music videos follow this pattern where as Unconventional videos' narratives don't link to the tone or themes of the lyrics being sung.
There are six aspects that his theory discuses:
- Musics videos demonstrate similar genre characteristics
- Relationship between the lyrics and the visuals
- Relationship between the music and the visuals
- The demands of the record lable will include the need for lots of close ups of the artist, and the artist may develop motifs which recur across their work (a visual style)
- There is frequent reference to the notion of looking (screens within screens, telescopes, etc.) and particularly voyeuristic treatment of the female body.
- There is often intertexuality refrence (to films, TV programs, other music videos, etc.)
Conventional Example
https://www.youtube.com/watch?v=vNoKguSdy4Y
Taylor Swift's 'I knew You Where Trouble' video is an example of a conventional music video as it's clear in both her lyrics and story that the message is of self empowerment. The stereotype of an slim, young and attractive female is upheld here and the lyrics of a heart breaking relationship is well dramatized in the video.
Unconventional Example
https://www.youtube.com/watch?v=tyg3RtALnwg
Robbie Williams' 'You Know Me' is a good example of unconventional music video as the lyrics seem completely removed from the narrative. Williams purposefully disrupts the traditional conventions in his dream sequence narrative.
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