Lyrics related to visuals- illustrative amplifying,
abstract. If the video gives us a clear message. By amplifying the video you
make it stronger. Abstract which basically means nothing to do with the concept
of the video that relates to the lyrics.
Another Goodwin’s point is that music is related to visuals.
For example you see a guitar when it’s played during the song, or the shot
cutting on beat. Also the camera movement can reflect on the song, such as
movement of the body, or gestures. Demands of record label, such as selling brand identity. For
example close ups of the artist or visual motif which is repeated. Also some
videos provide USP (Unique Selling Point) throughout the video.
Intentextuality is a reference to other texts such as films,
books, TV shows etc. Specific test or general reference, Michael Jackson’s
thriller. This makes it very personal to the spectator, which also depends on
the previous viewing.
Another point is reference to notion of looking and
voyeuristic treatment of the female body. Voyeurism- pleasure of seeing without
being seen. For example in a music video you notice the artist but the artist
doesn’t see or notice you directly.
Genre characteristics, different conventions depending on
genre. For example pop, dance or rock.
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