Goodwin's theory is based on 8 main principles:
-Links between Lyrics and Visuals
-Links between Music and Visuals (Complimentary, Contradicting or Amplification)
-Genre characteristics
-Intertextual reference
-Notions of Looking (objectification of women)
-Voyeurism (direct gaze, other people looking at artist, insight into artists life, screens and mirrors)
-Demands of the Record Label (representation of the artist)
-Performance based, Narrative based or Concept based music videos
Goodwin suggest that there is a close relationship between the lyrics of the song and the visual on screen, music videos can use a set of images to illustrate the meaning of lyrics and genre.
the visual can also amplify which is when the imagery does not contradict the lyrics but add additional meanings.
However there are times when the meaning of the song is completely ignored in conjunction to the visuals.
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