Media Theory Andrew Goodwin

In Andrew Goodwin's book Dancing in the Distraction Factory (1992) he identified some key theories surrounding media texts.


- Genre signifiers 
- The demands of the record label
- Link between lyrics and visuals 
- Voyeurism
- Intertextual Reference
- Link between music and visuals

Genre Signifiers:
These are signifiers that show what the genre of a media text is. These can be both visual or through the music. theses are often related to the category of music video that is being played like Rock to performance or Pop to Narritive

Demands of the record label:
The record label will try to sell the band above all else this is also trying to sell the lead singer/performer this is usuall done through a lot of close ups of this person. The record label may influence the music video if the wish to try and use sex to sell a band this may be through the use of costumes or by adding of characters
Link between lyrics and visuals:
The visuals are used to amplify the lyrics whether this be through a performance or a linked narritive. Sometimes visuals may appear to have nothing to do with the lyrics this is done because this also amplifies the lyrics through contrast  

Voyeurism:
This is how people are reperested in media texts. This theroy is linked with Laura Mulvey's Male Gaze theroy (see laura Mulvey post)


Intertextuality
Intertextuality is refrencing other texts within your media texts this could be other artists or film and television an example of this is the video for Material girl by Madonna in which Madonna appered as Marylin Monroe in the dimonds are a girls best friend video

Link between music and visuals:
The link between music and visuals are similar to that of lyrics and visuals. They reinforce eachother either through the contradiction or the link between them