Music videos and films follow a different narrative and Andrew Goodwin developed the theory that music videos do not follow the typical structure of normality-problem-solution. Also the singer dominates the role of the narrator (singing the song) and a character (performing in the video) and tends to directly address the viewer by looking at the camera to simulate a performance which involves the viewer. Music videos are all about repetition so that the viewer remembers the song and the artist to then later on buy their singles. There are three categories that music videos fall under: illustration, amplification and disjuncture.
Illustration is where the video matches the lyrics to the song for example in ‘Who’s Laughing Now’ by Jessie J is singing about how people treated her bad who now want to be friends with her again. Therefore for this song there would be no better setting than in a school.
Amplification is when the song does have to do with the video however the video doesn’t follow it exactly, instead it adds new meaning and Pixie Lott’s ‘All About Tonight’ is an example of this as she is singing about how out partying and in the video she is dancing about like she is with her friends about to go on a night out.
Disjuncture is where the song and the video have little to do with each other much like ‘Bounce’ by Calvin Harris ft. Kelis.
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