Andrew Goodwin:
Andrew Goodwin had 5 main ideas that make up his theory that the audience looks out for in music videos:
Being able to see the sound. This can be accomplished using a range of techniques such as dancers in time to a beat, or even the musicians playing the music. This can also be shown through lyrics.
- Narrative and performance
Music videos often don't show the full narrative, as this would not help advertise the song (which is the role of the video) and instead focus on repeatability to ensure audiences can watch and listen to music over and over again.
This is what makes people want to watch a music video in the first place. The artists will have built up a fan base, so they use that well know person as a means of selling a video. Either this can be the artist performing, or it might be a well known actor portraying a character.
- Relations to visuals of song
Song and it's visuals are very important, with the images telling the audience what emotions they should be feeling. This can be done through metaphors or standard "what you see is what you get" style of music video.
- Technical aspects of videos
This is the use of camera angles, mise en scene, editing, sound and special effects. They all work together to give the best possible film and video experience.
Laura Mulvey:
Her theory was that due to male dominance in the media industry, the camera is always from the male view point. This means that women are viewed in films and music videos how men perceive them to act. This is can been seen in films such as the James Bond franchise, often showing women in predominately erotic situations.
Music videos often us the male gaze, especially in rap, as a way of showing male power.
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