So many media theorists (linked to music videos)

Andrew Goodwin

Andrew Goodwin is a Australian music video theorist. Goodwin has identified 6 different aspects of a music video which should be used to make a successful music video. These 6 aspects should be easily visible when analyzing a music video.

• There is a relationship between the lyrics of the song and the visuals of the video. Therefor the lyrics are represented with images or they at least link in with the image on the screen. The lyrics can either amplify, contradict or illustrate the images.

This can be seen in nicki minaj's video "annaconda". The video amplifies the lyrics of the song with the mise en scene, costumes and acting. Nicki Minaj "annaconda"

• The relationship between music and its visuals. The means that the tone and atmoshphere of the video is reflected by the tone of music. For example if the music is hard and fast paced then there will be a lot more fast cuts and the shots will be alot quicker where as if the music was soft and slow paced then the cuts will be slow to show the meaning. This will make the video relaxed like the style of music. 

This can be scene in the video for "the pretender" by the the Foo Fighters.Foo Fighters "the pretender".

• Music videos often demonstrate genre characteristics. Every music video belongs to the genre in which the music belongs to. This is they key to appealing to the audience. If the video falls into the genre of the music then the video is more likely to be watched by the fans of the music. An example of this is rock videos. Rock videos often include live music being played. This isn't always life music like at a concert. They are often in random environments but have an effective meaning to the mise en scene. The videos always include the instrumented to create the music.

This can be seen in the video for You Me At Six's song "lived a lie". You Me At Six "lived a lie"

• Star image, multiple close ups of the main artist or vocalist. This is the demands of the record label. They require a variety of close ups on the main artist as it will then generate motifs which will then often recur across more of the artists work. This is often used for the audience to create a connection with them and the artist. 

This can be seen in the video for Green day's song "21 guns". Green Day "21 guns"

• There often inter textual references within the music video referencing of media texts such as film, TV programmes and other music videos.  Intertextuality is the way in which one media text refers to another media text in the same text. An example of this is in the video "last friday night" by Katy Perry. At the start and end of the video there are credits and also out takes which are common features of films. By having these features it  makes the music video very film like. The characters were all wearing costumes from the 80's and there are also references to social media websites. This video is also very postmodern. 

Katy Perry "last friday night"

• Frequently referring to notion of looking and also voyeurism treatment of the female body. "Voyeurism is the sexual interest in or practice of spying on people engaged in intimate behaviors, such as undressing, sexual activity, or other actions usually considered to be of a private nature" wiki. The male gaze is a common feature in female music videos. It is used to attract a male audience to gain a wider audience of both gender's. This can contradict the intention of the music as it may only be females who watch the video for the music where as the males may only watch the video for sexual preference.

This can be scene in Rihanna's video "pour it up" Rihanna "pour it up"

Laura Mulvey

Laura Mulvey's theory is the make gaze theory. The theory suggests that the male gaze denies woman human identity, relegating them to the status of objects to be admired for physical appearance.The theory also suggests woman can more often watch a film from a secondary perspective and only view themselves from a mans perspective.

Mulvey states that the role of the female character in a narrative has two functions.

1. An erotic object for the characters within the narrative to view.
2. An erotic object for the spectators to view.

Gender roles in film and music videos

Characters which look at others are thought to be the active role (predominantly male). The characters which are to be looked at are passive (predominantly female). This means that the woman are under control of the males gazes and they only exist for pleasure for the male and also the viewers. As a result of this, females slow down the narrative of the music video or film as they act as an inspiration for men to act. Males play the opposite role as they help push the narrative forward as it is often always the males who make things happen and are seen as active.

• The male gaze is used to gain the attention of a male audience. This is common in female music videos with sexual referencing. 
• Mulvey's theory is closely linked to one of the suggestions made by Andrew Goodwin.

Roland Barthes

Barthes stated that " a text has many meanings, or is like a galaxy of signifiers which can be interpreted in many ways."

In other words Barthes uses a similie. He suggests that a text is like a ball of threads, waiting to be unravalled. Once unravalled, we encounter an absolute wide range of potential meanings. "texts may be open or closed". Barthes narrowed down the action of a text into two main different codes, Enigma and action.

The action code: This is a term given to features of a text which allows the audience to interpret and identify was it to come in the text.  Narrative uses action codes so that the audience can tell what will happen.

The enigma code: This is used to create questions for the audience e.g who died?/how did she die?...Therefor this is used to expand the narrative of the text as it creates tension and satisfies the audiences demands.

Other codes from Barthes

The symbolic code: Often symbols and signs which are clues which help the audience piece together and understand the narrative.