Andrew Godwin Theory

Goodwins Theory helps to identify the diffrent juztaposistions happening within a pop video explaining the relationship between music, lyrics and image.
Goodwin argues that pop videos can be catergorised in three diffrent ways:
Music
Goodwin argues that The Illustration of Music Always Cuts on Beats , The Amplification of music is that the film cuts on the beat but also off to emphasise features. He argues that the disjunction of music videos cuts off the beat-sometimes it is a sign of a badly made music video.

Lyrics

Illustration - Imagaes illustrate the literal meaning or feeling of the lyrics , often with a band or singing and dancing.

Below we have screen shotfrom Trey Songz -Cant be friends. W

e can see that he is FEELING in pain or in agony due to his hands situated on top of his head

Amplification - Images amplify the lyrics , a specific narrative may be that would not neccessarily be picked up from the reading the lyrics alone.

Disjuncture - Images which do not relate to the lyricas are used sometimes by bands who are already very well established who can afford to risk take.


Band Image

Illustration - Band area - singing.dancong/playing instruments dressed as would be expected.

JLS - Beat Again Screen Shot
Amplification - The band take on fictional roles in the narrative

Disjucture - The band take in a image that is nothing like or the complete opposite of their image e.g the lead singer of texas dresses up as Elvis