Applying theories: Andrew Goodwin

intertextuality: referencing other media texts

Andrew Goodwin (1992)- Dancing to distraction
Six major codes and conventions of music videos:
1.Genre characteristics
2.Relationship between music and the visuals
3.Relationship between lyrics and visuals
4.Voyeurism (looking at something to getting pleasure) and notion of looking/screens within screens
5.Star image and brand
6.Intertextuality to films and other texts


Genre Characteristics:

This music video fits with the pop/rap genre characteristics as the video features the two artists living in luxury surrounded by women. This video shows women as sexual objects which is a popular convention in this genre of music, this is used relate to the song (as it is about having fun) and also to attract a male audience to watch/listen to the song. They are shown to be living in a luxury mansion, have luxury cars and to be surrounded by women so the audience sees them as ideal selves.

Relationship between music and visuals


This video shows a relationship between the music and visuals, this is shown at the beginning as the visuals change with the beat of he song, this is used to set the narrative of the video as it shows two lovers driving down a long road on a motorbike.

Relationship between lyrics and visuals


In this video Jake Bugg 'Two Fingers' the lyrics match the visuals on multiple occasions, the lyrics 'he's with my momma, they yelling and fighting' this then showed a man and his mum fighting, by doing this he shows the audience what his life is like. Another lyric which matches he visuals is 'and I hold two fingers up to yesterday' this is shown by him and others holding two fingers up.


Voyeurism

Star image/ Brand

This shows Lady Gaga as a star persona/brand, his is because she is he main focus of the video. Lady Gaga is known for her wild outfits and actions which creates a brand for herself. This brand is used to make her recognisable to her fans and the audience. She is also seen as a star persona in the music video as she is the main focus and so the audience see her as important.   
Intertexuality to film and texts
This video uses a lot of intertextuality, intertextuality is where one media text is referenced in another. This video is made up of intertextual references and homages to films and music videos, this is through references to artists such as Elvis Presley and The Beatles. Other references come from films, this references films such as 'To Catch a Thief' and 'Jailhouse Rock'. This also references music videos such as Rammstien's 'Mein Land' and Beach Boys 'Surfer Girl. this is used to crate spectacle and also could have been used to attract a different audience.