Goodwin's Theory

In 1992, Andrew Goodwin published 'Dancing In The Distraction Factory'. In this book he said that there were seven codes/conventions present in music videos. A music video doesn't have include all of them, but they tend  to include at least two or three.

1. Certain genre characteristics are shown - videos often are linked to film characteristics, e.g. horror or comedy.
2. Relationship between video and lyrics - this can either be an illustration of the lyrics or a contradiction. For example, the music video for Leave Before The Lights Come On has a narrative that is nothing to do with the lyrics:
3. Relationship between music and visuals.
4. Record labels require a certain amount of close ups on the artist (generally pop artists).
5. Some artists create motifs that they use across their music videos, e.g. The White Stripes - drums.
6. Reference to artist looking at something, often themselves. Lots of cameras and screens, etc.
7. Often lots of intertextual references (references to other media texts).