Episode 4: Andrew Goodwin and a bit of Postmodernism

What the hell am i talking about?

What is Postmodernism- It attempts to analyses society and culture now. Postmodernists believes that artistic creativity and "Newness" can no longer happen as in today's society everything has been done.

Intertextuality- If there are no ideas left out there, steal your own ideas from other media or reflect them in your own media text. The problem with this is that it can only make sense if you've seen what it's referencing to. 

Hybridisation- This occurs when attempting to create something new by merging two existing objects together. 

Performance Based- Music videos that feature the artist/band/group performing the song through out most if not all of the video. It’s probably the easiest to do on a budget provided you can get a suitable location for filming.

Concept Based- This is a style of music video that is based around a single concept or idea. These types of videos tend to be fairly unusual and require a particular editing or filming technique. It’s not often you get a purely conceptual music video as the commercial world demands things to be a bit more accessible

Narrative Based- A narrative based music video contains mostly footage that attempts to tell a story through the video. Usually involving actors, the story is sometimes linked to the lyrical content of the song, but this isn’t always the case. This type of music video tends to be popular for a song that’s featured in a movie and you will often see scenes cut into the music video.

Mise-en-scene- costumes, props, lighting, characters, special effects, sound effects and anything else which is seen in a media text. 

Andrew Goodwin:

Genre Characteristics- Goodwin tells us that most genres of music have certain traits which appear in most music videos.

Relationship between Lyrics and Visuals- Goodwin discovered a similarity and direct contrast with what is shown in the video and the lyrics of the song.

Relationship between Music and Visuals- Andrew Goodwin identified that the visuals in the music video may be edited in time to the beats and rhythm of the song.

Iconography- Goodwin noticed that artists often have a trait of repeating certain actions throughout their music videos.  

Close ups- make them want to see more of the artiest. making the music video sell the artiest.

Voyeurism- notion of looking, Goodwin noticed that in music videos especially ones with female artist often have the camera looking directly at them and panning up and down to give a personal affect on the audience (like the artist is singing to us).