Genre theory- Andrew Goodwin

Andrew Goodwin argues that 'music video' is a genre itself and that they often follow six key conventions:

 

1. A relationship between the lyrics and the visuals.

 

2. A relationship between the music and the visuals.

 

3. The music video demonstrates genre characteristics.

 

4. The music video includes multiple close-ups of the artist.

 

5. The music video frequently refers to notion of looking. (Particularly voyeuristic treatment of the female body.

 

6. There is often intertexual references.