Andrew Goodwin
He identifies 5 key aspects to which music videos should adhere to, and the audience should look out for:
- Thought beats (the video in time with the beat, i.e scene changes on a beat)
For example, the use of a stage performance for a (rock) metal video, partners for a love song, etc.
Technical aspects reference to the use of camera angles, editing and misé en scene.
Lighting and colour are used to identify key moods and emphasise key moments of the song for dramatic effect.
Editing should be used to cut between scenes in time with the beat.
- Narrative and Performance (a story is being told)
Music videos should avoid portraying a common narrative, this is important to their advertising to make their video unique to the artists.
The video should be repeatable. Narrative and performance should work together to make the video repeatable for the audience, so they can watch it over and over again without getting bored or losing interest.
With the artist acting in the video, this helps improve the authenticity of the music video for the audience, however lip syncing and other mimed actions must remain central to the video.
The audience need to believe it's real.
Goodwin believed that a music video can promote a song through the analysis of it's lyrics.
For example, linking what's happening on screen to the lyrics at the time.
i.e, referencing to a kiss in the video and the actors in the video kiss, or if the lyrics reference jumping the crowd / actors jump in the video.
- The Star Image
The Star Image is a vital part of a music video.
The music video must have a central star image, or pair, and the video shows their story over time. This helps improve the artists image in public whilst helping to promote the video and it's authenticity.
Propps suggested that every narrative has 8 different character types. Which he calls the 'spheres of action'.
They are:
- A villain which fights a hero in some way;
- A dispatcher, who introduces the villain and sends a hero away;
- The magical helper, who helps the hero in his/her quests;
- The princess, who the hero is aiming to address;
- The father of the princess, who gives the hero the task(s), however the father and hero cannot be easily identified as related;
- The hero, reacts to the orders;
- False hero, who attempts to take credit for the actions of the hero, and tries to take the princess for himself.
Representation Theorists
Laura Mulvey
Laura Mulvey
Mulvey identifies a "Male Gaze" theory. The theory suggests that the male gaze prevents women from having a human identity, representing them as objects to be admired for a physical appearance.
She suggests that women have no real purpose, other than how they make the male actor feel or act which is of most importance.
Mulvey states that females in a narrative have two purposes;
- As an erotic object for the characters within the narrative;
- And as an erotic object for the viewers to view.
The male gaze is a very common aspect of James Bond films, too.
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