Andrew Goodwin theory (Dancing in the Distraction Factory) states that music videos do not follow the usual narrative structure that is usually used in films. The artist or band in some genres can be both narrators and characters within the video
This allows the music video to break the fourth wall which is seen when the viewer sees the artist singing directly to them as if they are literally performing it only for the viewer this is used to make the viewer seem as if they are somewhat involved within the performance. The song the video will usually repeat shots as they would repeat the chorus.
There are signifiers within certain genres which the viewers will expect to see in a music video an example would be how women would be dolled up just to draw the viewer in. Despite this, the music video tries to appeal to its widest audiences without trying to excluding any.
- Illustration - is when the video tells the story of the lyrics
- Amplification - is when a video has something to do with the lyrics and also adds new meaning to the lyrics
- Disjuncture - is when a video has little to nothing to do with the lyrics, like a music video of a band performing in a studio
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