Andrew Goodwin

Andrew Goodwin's theory was pop videos don't follow the same approach as novels or films; he believes that traditional narrative analyses don't apply to pop videos.

The reason for this is because

1. The videos are built around the songs
   Usually the song does not follow a traditional narrative structure (of normality - problem - resolution) and so having a video that does this is often unnecessary
2. Usually the singer is used as both the narrator and as a character
3. The singer will often look directly into the camera
   This is to make the viewer at home feel involved with the performance.

The videos will often on repetition of the same images (in the same way that the song will repeat the chorus or lines). The audience are often showed familiar images through intertexuality, too, which gives an impression of what genre the song will belong to. Ultimately, the video is used as advertisement and repeating the same thing over and over is a way to make it stick with the viewer.

There are three types of relations between songs and videos

Illustration - where the song tells the story of the lyric.

eg. Thriller by Michael Jackson

Amplification - where the video does not contradict the lyrics, but adds more layers of meaning.

eg. Lego House by Ed Sheeran

Disjuncture - where there is little/none connection between the lyric and video.

eg. Somebody That You Used To Know by Goyte ft. Kimbra