RESEARCH - The Structure of Music Video, Andrew Goodwin

Andrew Goodwin's theory states that traditionl narrative does not apply to pop videos. There are a number of different reasons for this but mainly they approach narratives from a different angle to novels and films. Goodwin also mentions that it’s vital for the artist to play the narrator as well as the performer, so the audience do not confuse themselves and it’s much more realistic. Moreover, the artist will oftenly look directly at the camera, which is an extension of performance and this involves the viewer at home to be involved with the performance.

Repetitions of images are often used in music videos; for example the the chorus of a song would be repeated with a specific image. This is done so the audience become familiar with the genre and have an idea of what they’ll be expecting. 

Pop videos also consist of having a form of closure and ending. The 3 minute song will build up to a climax or to a constant repetition before fading away.

The visual pleasure of a music video can encourage viewers to watch it repeatedly, which is a great way of promoting the song to the viewers. So, Goodwin has categorised music videos into three types of structures - illustration, amplification and disjuncture.

Illustration: is when the video tells the story through the lyrics and dance is often used to express the feelings/moods in the song. For example 

Taylor Swift - We Are Never Getting Back Together

 

All the way through this music video Taylor Swift expresses her feelings towards an ex-boyfriend, and tells us through the lyrics she is 'never getting back together' with him. Moreover the use of location and props make the story more realistic.

Disjuncture: this is when there is a small amount of connection between the lyrics and video or where the video contradicts the lyrics.

 Marina and the Diamonds - Primadonna

Both the video and lyrics contradict. The video shows us how Marina wants to live life, where as the lyrics tells us what she wants. Therefore I would say there is a small connection between them both. As the audience  can see throughout whole  video, the artist is trying to say something about Primadonna or herself.

Amplification: happens when the video introduces a new meaning that does not contradict with the lyrics but adds layers of meaning.

Little Mix - DNA

 The video and the lyrics does not contradict. In addition, the video has a different meaning towards the lyrics, however the video has a male character which is used to add the meaning about what the lyircs is trying to say. The location, costume and props used appears to me that the video is more like a superhero movie im watching, but because of the lyrics, the video has a new meaning to it.