Research: Andrew Goodwin's Theory

Andrew Goodwin's theory is based on the way pop videos are created. He says that pop videos 'approach narrative from a different angle' from novel and films. The three categories illustration, amplification and disjunction highlight the different way in which pop music video can be approached. Here are the examples of Goodwin's theory.

Example of illustration:

Dance is strongly used in this music video to express the message portrayed in the lyrics. Some of the lyrics read, “Who run the world? Girls!” and “disrespect us, no they won’t". Beyonce is trying to show that she is angry of the way women are being treated:

.With no respect

.Only to ‘worship’ her spouse

.Negative labeling (e.g. hoes, slags)

Because this song has a strong meaning behind it, there must be strong imagery that would reflect the lyrics and theme of the song. By doing so, she leads an army of women to challenge the army of men (0.40min+) – who represent the patriarchal society. She also tries to seduce the men by licking the tip of her finger, in order to back- fire and gain in control, as it will be the only way they will notice her (2.19min +).

Example of Disjuncture

This video is a perfect example of disjunction. The context of the song  contrasts with the music video. It would be hard to try and amplify the lyrics and turn it into an amplification music video as there is no set meaning to the song. In otherwords, the lyrics do not have a strong meaning like ‘Run The World” by  Beyonce, so therefore realy on visuale text to create a stronger piece.

 Futhermore, the use of the ‘cheerleader’ theme is to appeal to a teen audience. This will allow a significant fan base in this target audience without alienating them, and make Madonna more popular again.

Example of Amplification:

There are many interesting meanings embedded in the music video. The hidden meaning will not be found via the lyrics; so therefore, the music video helps expose the true meaning of “Big Hoops”. The general meaning of the song is seeking to be different and she is indifferent to others who will judge her because of her choice.  Also, in the title  Big Hoops (The bigger the better) , the meaning behind it is: the bigger the ego (which is represented by the hoops), the better she will be. 

There is an Native American lady wearing Native American clothes. The costume is very bold and striking. This helps add layer of meaning of the fact of her desire to be controversial.  This shot could also show her love of diversity and culture because each culture around the world is unique.

When Nelly Furtado is the same size and the sky scrapers (3:17min +), this is to create surrealism – which is the only way in she will get her point across. Her point, in this concept is to portray that she wants to be different from everyone else. In doing show, she must go to the extreme to find her own identity.