Theory- Andrew Goodwin and Intertextuality.

Intertextuality:

Intertextuality is a process best described as the consistent use of certain elements throughout media products in order to give the elements certain connotations within the genre. A good example of this would be the iconography of circular lensed glasses within rock  music (originally adopted by John Lennon and then Oasis)

 Intertextually is one aspect stemming from the concept of postmodernism which suggests that after modernism there is no new concepts left to be created and therefore meaning that meaning must be created through the use of repeated use of previously made assets.

Intertextual products allow the audience to understand the themes of a product by seeing elements that they are familiar with.

Andrew Goodwin (1992) - Dancing to distraction

In his theory book Goodwin suggested that there are 6 aspects that all music videos must contain in order to make them worth studying

1. Genre characteristics

• Mise en Scene (lighting, costume, diegetic and non diegetic sound.)

2. Relationship between the music and the visuals

• A music video is typically a montage and is therefore non continuity.  This is however not the case if the video has a narrative

3. Relationship between the lyrics and visuals

• What the artist is discussing is shown visually in the video.

4. Voyeurism and notion of looking/ screens within screens

• The pleasure of looking at something (Fetishism also see Laura Mulvey's Male Gaze theory)

5. Star image and brand

• The brand created via the look of the artist

6. Intertextuality to films and other texts.

The use of consistent aspects within the video to others

1. Genre Characteristics.

The concept of genre characteristics can be seen clearly in this music video as that the style of the video is one that is used consistently with the type of music being played (that being fast paced rock music.)

It is typical in these video to have well lit, low angle shots of the band playing the music within the video which connote power and control over the situation. This blends with the usually aggressive nature of the music at hand.
They all also use frequent jumpcuts to connote the chaos of the music being played as well as that it appears to be anxious.

The People in theses videos are all wearing casual clothes as to relate to their younger target audience well.












2. Relationship between the music and visuals.





In terms of showing a relationship between music and visuals this Music video (that being Do I Wanna Know by The Artic Monkeys) is more of a literary example. This videos early section represents the music being played with a sound wave This continues until 1:36 in the video where the relatively uninteresting sound wave is replaced with a more sophisticated animation (however the steps at 1:36 are still in time with the beat of the song)


3. Relationship between the lyrics and the video.

This music video is for a song about silence and the effects it has of the writer. To this end the video shows broken instruments and people who say nothing (in fact the only person seen to be making any noise at all.)

4. Voyeurism and notion of looking /screens within screens





this music video makes use of mirrors and glass to emphasise the presence of the star persona in the music video.

5. star image and brand.

6. Intertextuality to films and other texts.