Goodwin and Mulvey theories

Goodwin:

.Music videos demonstrate genre characteristics.

Goodwin suggested that there is a link between the genre of music and genre of music videos:

- The visuals of the music videos are going to be styled to suit the genre of music

- Nirvana's "Smells like team spirit" music video had a link between the genre of music and the visuals because the music is punk rock and within the video the people are styled wearing punk rock style. Also the lighting and the mise-en-scene of the music video give like a dirty rock like feel which matches the genre of music.

.There is a relationship between lyrics and visuals. The lyrics are represented with images.

More often than not there is a relationship between the visuals and the lyrics:

- The lyrics of a song are represented with images, this means that they are either illustrative, amplifying or contradicting the lyrics.

- Within the example of "You belong with me" by Taylor Swift, the visuals are illustrative of the lyrics, this means that visuals depict almost exactly what lyrics is saying

.There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.

There is a relationship between the music and the music video:

- The tone and atmosphere of the visual reflects that of the music.

- The music video of Ed Sheeran's "Thinking out Loud" is a romantic ballad, with blue eyed soul influences

.The demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which recur across their work

The demand of the record label will be evident in the video:

- The record label have a certain amount of control over the artist they sign as:

.How artists are represented in the media is up to the record label, Meghan Trainor is usually represented as a body positive artist, in the media.

.There is frequent reference to notion of looking and particularly voyeuristic treatment of the female body.

Notion of Looking:

- Music videos demand the audience to be voyeuristic

- Voyeurism is used to increase the video's attractiveness (to males). Due to it most music videos follow this theory, as voyeurism is a successful in helping to sell the music of artists.

- Goodwin states that females will be objectified, often through a combination for camerawork and editing, with fragmented body shots emphasizing sexual treatment of the performers

- Voyeurism can also be represented through watching something happen from the point of view of an observe

.There are often intertextual references

- Intertextual means that it includes other types of media. Such as films, TV Programmes, animation and other music

- Intertextuality is often employed in humorous videos. Its references are often symbols to represent ideas to the audience.

Mulvey:

The Male Gaze Theory

The male gaze theory is where women are viewed from the eyes of a heterosexual man, and that these women are represented as passive objects of male desire. Audiences are forced to view women from the point of view of a heterosexual male, even if they are heterosexual women or homosexual male.

From the feminist perspective, this theory can be viewed in three ways:

- How men look at women

- How women look at themselves

- How women look at other women

Typical examples of the male gaze include medium close-up shots of women from over a man's shoulder, shots that pan and fixate on a woman's body...

The Male Gaze suggests that the female viewer must experience the narrative secondarily, by identification with the male. In 1992 Salvador Dali released a film calle "Un Chein Andalou", which is an abstract short film that portrays a perfect example of this. One scene in the film, a man is found dissecting the iris of a young woman's eye, which infers the idea of female sight not being central, and that men are not only the audience, but also in control of the action, the camera, the direction, the writing... Therefore completely running the show, dominating the entirety of the narrative and how it's depicted.