Goodwin's Theory

Goodwin’s theories on codes and conventions are:

• Music videos demonstrate genre characteristic. In Scissor Sister's 'Filthy Gorgeous', glam rock codes and conventions such as makeup on men, extravagant outfits and homoerotic behaviour are seen throughout.
• There is a relationship between lyrics and visuals (illustrative, amplifying, or contradicting). Glam rock videos don't always have a strong relationship with the lyrics of the song, as the main aim of the videos are to be outrageous and different. However, some do use the lyrics as a foundation for the video, such as 'I Write Sins, Not Tragedies', by Panic! At The Disco, in which a wedding is the main focus of the video, as it is in the song.
• There is a relationship between music and visuals (illustrative, amplifying, or contradicting).
• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.
• There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body. While woman are not as objectified in glam rock videos as they are in other genres, in the video for 'Laura' by Scissor Sisters, the female wears outfits that empathise her curves and show off cleavage. There is also a scene that backs up the theory of there being a notion to looking, as the male character looks in through a window.
• There is often intertextual reference (to films, tv programmes, other music videos etc). A famous example of this is Queen's 'I Want To Break Free', in which there is an intertextual reference to the British soap opera Coronation Street.

In my opinion, Goodwin's theories are extremely accurate and valuable in making a music video. Videos do indeed demonstrate genre characteristics as this helps the audience identify whether or not they will like the artist depending on the genre that is being shown. A relationship between lyrics and visuals is subjective as it depends on the genre, but a relationship between music and visuals is important and common, as lighting and movement are usually timed with the beat of the music. Most music videos include several close ups of the artist in order to promote them to the audience, and a voyeuristic treatment of the female body is a very normal technique found in music videos as women are usually the 'eye-candy' in videos. Intertextual references are also sometimes found in music videos, to allow the audience to feel superior by being able to understand something that others may not.