Andrew Goodwin’s theory

PrinciplesAndrew Goodwin suggested there were 6 main principles amongst music videos these are;

O Genre characteristicsO The relationship between lyrics and visualsO The relationship between music and visualsO Iconography/artist imageO The voyeuristic treatment of the female bodyO Intertextual reference

Rita Ora – Shine Ya LightThis is the video I will be applying Andrew

Goodwin’s theory to.

Genre characteristicsIn order for music to be identifiable each genre of music has different characteristics. The video for ‘Shine Ya Light’ contains characteristics of a pop genre e.g. O Bright coloursO Focus on the artistO Trendy, stylish outfitsO Fun & happy atmosphere O reference to loveO Narrative based

The relationship between lyrics and visuals

At 1:30 Rita is amongst a crowd mainlyof children and is encouraging them to be happy and have fun. All the kids havetheir arms in the air and appear to have Been given a boost of confidence which could be what Rita meant in her lyrics‘set the world on fire’. This could have meant you can be/do anything you want. The world is your oyster.

At 2:26 the lyrics are ‘Shine Ya Light’ andRita is in the middle of a road at night with mainly motorbikes behind her all ofwhich have their blue flashing lights on and their headlights. Therefore theseVisuals amplify the lyrics.

The relationship between music and visuals

The music could be shown to illustrate, amplify, contradict the visuals or cut in time to the music.

There is a strong relationship between the music and the visuals which is evident in the music video through the use of cutting. Throughout the music video there are a number of cuts where one scene is being shown and then its cut to another scene in

time with the music. As a result the visual and the music is strengthened as both are working together and the music isn’t seen at any point to be contradicting the visuals, making the

overall music video more succinct and therefore more enjoyable/engaging for the viewers. If the music video wasn’t

succinct there could be a risk of the music video appearing to be produced by an amateur which could have led to less popularity

regarding the actual music therefore its vital there is a strong relationship between the music and the visuals.

Iconography/artist imageIn order to create a star image the artistsrecord label will ask Rita for lots of close ups

Rita Ora has a strong star image as she is recognisable and appears powerful/strong in her music videos. She also has Distinctive features which are apart of Her identity which also help to strengthen her image as an artist theseinclude, red lipstick and bleach blondecurly hair.

The voyeuristic treatment of the female body

This is when the female is objectified so that the male viewer is satisfied (male gaze)An example of the voyeuristic treatment of the female body in the music video ‘Shine Ya Light’ is when Rita Ora is on her own with a city setting behind her and she appears to be wearing clothing which is quite revealing as she has a lot of flesh on show. There are also quite a few close ups of her body as she is dancing to the music which could also be considered as voyeuristic.

Intertextual referenceIntertextual references refer to using ideas from already

existing material such as TV shows, games, films and other music videos.

In terms of intertextuality Rita Ora’s appearance seems to be similar to other artists that are part of the hip hop

genre for example Kanye West who is part of the hip hop genre is regularly featured wearing heavy gold jewellery and he is said to wear ‘gangster’ clothing, stereotypically these features are said to be part of the hip hop genre.

Both of which Rita Ora is seen to be wearing in her music video, ‘Shine Ya Light’ which makes her appear strong as a

person but her clothing choices still make her quite feminine.