Andrew Goodwin's theory identifies several key conventions of music videos:
- There is a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
- There is a relationship between the music and the visuals, with the visuals illustrating, amlifying or contradicting the music.
- Genres are complex and diverse in terms of style and iconography.
- Multiple close-ups of the main artist or vocalist will be used.
- Voyeurism is present in many music videos, especially in the treatment of females.
- Intertextual references, either to other music videos or to films and TV texts, are often used. These provide futher gratification and pleasure for the viewers/fans.
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