Andrew Goodwin's Theory

Andrew Goodwin published a book called "Dancing in the Distraction Factory" in 1992 after doing some research about music videos.
He came up with a number of codes and conventions, a range of elements that a number of music videos have in common. He said that:

1. Music videos demonstrate genre characteristics (e.g.) stage performance in rock video routine)

2. There is a relationship between lyrics and visuals.
(Often illustrative but could amplify or contradict the lyrics)

3. There is a relationship between music and visuals.
(Often illustrative but could amplify or contradict the music)

4. Demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs or iconography which recur accross their work. (visual)

5. There is frequently reference to notion of looking (screens with screens, telescopes, etc.) and particularly voyeuristic treatment of the female body.

6. There is often intertextual reference (to films, T.V programmes, popular culture and other videos)