ANDREW GOODWIN'S THEORY

After years of research into music videos, Andrew Goodwin published a book called 'dancing in the Distraction Factory' in 1992. In this book he has came up with a number of codes and conventions for music videos (a range of elements that many music videos have in common)

1. GENRE CHARACTERISTICS (Related style and iconography present)
2. RELATIONSHIP BETWEEN LYRICS AND VISUALS (The visuals illustrating, amplifying or contradicting the lyrics)
3. RELATIONSHIP BETWEEN MUSIC AND VISUALS (The visuals illustrating, amplifying or contradicting the music)
4. DEMANDS OF THE RECORD LABEL (Multiple close-ups of the main artist or vocalist)
5. REFERENCE TO NOTION OF LOOKING VOYEURISTIC TREATMENT (Voyeurism plays a major part, especially in relation to females)
6. INTER-TEXTUAL REFERENCE (Inter-textual references to other media such as Films)