Andrew Goodwin

Andrew Goodwin is a media theorist who came up with the theory that music videos focus on visuals such as amplification, disjuncture and illustration. in his theory he talks about:

• The relationship between the lyrics/ music and the visuals, with the visuals illustrating, amplyfying or cntradicting the lyrics/ music.
• Genres are complex and diverse in terms of music video style and iconography
• Record companies will demand a lot of close ups of the main artist or vocalist.
• Voyeurism is present in many music videos, especially in the treatment of females, but also in terms of systems of looking. some are screens with screens , cameras, mirrors, etc.
• There are likely to be intertextual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the viewers/fans.

Star persona

Star persona is when the label takes one aspect of the artists personality and builds on it to make it the main image of the artist. For example if someone is abit of a joker the label would emphasis on this and make the hole audeince only see the funny side of the person. However an artists star persona can change through out its career because the audience have become bored and want change. The label will then just pick another aspect of the artists personality and build on that. A good example of an artists star persona and how  it changes would be eminem. Eminem started off as almost like a comedian rapper because all of his videos were very humourous. However the star persona changed twice more in his career into a gangster rapper and a genuine normal guy that raps about himself and his life.









Voyeurism
This is when the audience watch a music video and gain sexual pleasure. Most of the time it happens in a womens music video because the women would just be lying there or walking around with little clothing or she may be dancing in a way to catch the attention of a man. This is called the male gaze. A good example of this would be the Nicki Minaj-Right through me video as she is behind steamed glass dancing in her underwear. This could be done to attract the male audience.