ANDREW GOODWIN

THEORY& LAURA
MULEY
Brainstorm
Andrew
Goodwin's
Theory
It has been said a
lot of record
companies demand
various close ups of
the main artist
Characteristics of
the genre related
style and
iconography
present.
Intersexual
references to a
rang of other
media, may be
present.
It has been said,
voyeurism has an
importance,
particularly linking
to females
Relationships with
lyrics and the
visuals ,illustrating
and amplifying or
even contradicting
the music
Andrew Goodwin has identified a number of key features which distinguish the music videos as a form:


Relationship between the lyrics and visuals
Themes, mis-en-scene and events of the video match the lyrics of the Sony to portray the message.
Also the visuals can either illustrate or contradict the lyrics.

Relationship between the music and the visuals
The cuts and edits of the video are in sync with the rhythm of the songs matching cuts or effects with specific drum beats or
notes

Music videos have genre characteristics
Certain features are expected out of a video depending on the genre of the music, for example a female artist/band are
expected to have dancers and close up of the artist.

Record companies demand allot of close up of the main artist, this allows them to promote an image for the artist which will
help the target audience empathise with them.

Emphasis on looking
The male gaze is often used to attract the male audience by presenting things that appeal to them for example the use of
women as objects which is a voyeuristic view.
Also when the artist is looking directly at the camera they are connecting with the audience.

Intersexual references
Music videos reference other forms of media such as film, television and other music videos.

Male Gaze theory
Visual pleasure and narrative cinema was an essay written by Laura Mulvey

Within her essay mentioning the Male Glazed theory', which eventually led to become a well discussed theory.

The male gaze occurs in films when the audience is put in the boots of a heterosexual man. An example could be a
scene focusing on the curves of a women's body.Puting the spectator in the eyes of the male.

Only the Male Gaze theory if the curves of the women is highlighted with camera work, for instance a slow motion
and, planned camera movement on the physique.

Theory indicates that the Male gaze rejects women's identity, and placing them in a lower status than men, resulting
in them to be seen as objects and admired for their appearances only.

This allows women to watch the film in another angel as well as a audience, they are able to see the perspective of a
man and how it degrades women.

Statistics show that only 16% of media creators are female.

Visual Pleasure:
Mulvey said that women have two main functions in a narrative.
1.An an erotic object within the view of a narrative
2. An erotic object for the spectators.

Gender roles:
The main active role in film tends to be male
Women are looked as passive, they are owned by the male gaze and just a object.
Women are seen as an inspiration for men and tend to slow the narrative down which could be seen as a problem
On the other hand, males are seen to be dominant, and the hero and advance the narrative of the film.

Mulvey argued that everybody lives in a patriarchal society, where men set majority of the rules and build the ideal
vision and have dominance over women. The problem is a a passive audience or spectators will be influenced by
this portrayal and actually see this as reality.

In my music video, I have no females involved in the narrative as there is no role for them to play, however to make
contradict this whole theory, the male character in my video will be seen to be weak and vulnerable.