The Andrew Goodwin is a music video analysis who wrote 'Dancing in the Distraction Factory' in 1992.
Goodwin identified six key aspects the audience should look for when analysing a music video.
These six aspects are:
1 - Music videos demonstrate genre characteristics (e.g. stage performance in rick videos, dance routine).
For example: A video of a stage performance is typical for a rock genre video, a dance routine for a Pop band and luxurious cars, large groups or a lot of women are in rap videos.
Music videos can also link to film genres, which is known as Intertextuality. For example, rock/pop songs tend to be used in teen movies.
2 - There is a relationship between lyrics and visuals. (Linked to #3 example)
3 - There is a relationship between music and visuals.
For example, either illustrative, amplifying or contradicting; this can be seen in 'Whatever You Like' by T.I.
4 - The demands of the record label will include the need for lots of close ups of the artists and across their work (a visual style).
An example of a visual style could be Justin Bieber as he has been in the media a lot, due to his run ins with the law and his change from a teenage singer to an adult.
5 - There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
The notion of looking includes men or women being portrayed in a seductive way or if there is eye contact being made with the camera. The notion of looking can be referenced by the use of props.
Voyeurism is used to sell the artist's music through sex appeals; a recent example of this is of course Miley Cyrus. In today's age voyeurism is angle shown form one side of gender, and that gender is females.
6 - There is often intertextuality reference ( to films, TV Programmes, often music videos, etc).
A good example would be Destiny's Child doing 'Independent Women' referencing Charlie Angels or Beyonce doing 'Listen' referencing her role in the film 'Dream Girls'.
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