RESEARCH: Andrew Goodwin – Theory On Music Video

Andrew Goodwin studies the theory of music videos, in which he describes are autononomous from the music they spring from. Meaning the visualisation of a song may go beyond the original meaning in the video. He said that the video often provides a visual pleasure for viewers in which promotes the music and therefore spreads virally.

Andrew Goodwin states there are three types of relations between songs and videos:

Illustration:

When the video tells the story of the lyrics. For example: "Madonna - Papa Don't Preach"
This music video has a clear visual interpretation between the lyrics and the video, in which the video tells to story of the lyrics,

Amplification:

Occurs when the video introduces new meanings that does not contradict with the lyrics, therefore portrays an ambiguous image of the song overall. For example: "The Script - Hall Of Fame Ft. Will.i.am"
This video uses amplification as there is no clear distinction between the video and lyrics however the video portrays the meaning in which the artists narrate. Therefore adding layers of meaning.

Disjuncture:
When there is a clear connection between the lyrics of a song and the video, or when the video contradicts the lyrics. For example: "Franz Ferdinand - Can't Stop Feeling"
Within this music video the video contradicts the lyrics as the video does not portray meaning between the lyrics and video.