Andrew Goodwin

Andrew Goodwin has the following theory when looking at music videos and what they show: - A relationship between lyrics and visuals (illustrating, amplifying or contradicting the lyrics) - A relationship between music and visuals - Particular genres may have their own video style and iconography - A demand from record company for lots of closeups of the main artist - Artist develops their own star iconography in and out of their videos - reference to voyerism (screen within a screen, binocluars, cameras) - Intertextual references When looking at Beyonces Music video "If I were a Boy" we took each of these factors into consideration and tested to see if they worked.


The relationship between lyrics and visuals- In the video we can see the lyrics suggest beyonce is trying to think how she would feel in her boyfriends shoes, and in the video we clearly see beyonce dressed up as a boy, acting like a stereotypical male


Relationship between music and visuals- we can see how the music cuts with the pace of the music,this makes the video more flowing and makes it more enjoyable to watch

Particular genres may have their own video style and iconography- Here we can see how this type of lyrical music video has a much more lyrical sad atmosphere to fit with the genre of the music we see this through the slow pace and black and white style.

A demand from record company for lots of closeups of the main artist- we see a range of closeups of both Beyonce and the other male characters, this creates more of a narrative however most of the camera time is mainly focused on Beyonce

Artist develops their own star iconography in and out of their videos- Here we see Beyonce subverting against her iconography as she is much less sexualised in this video, however she stands for a strong female image which is what she is known for, she is also reversing her role, which subverts her iconography

Reference to voyerism- we see lots of closeups of Beyonce undressing creating a male gaze and objectifying Beyonce we see close ups of her cleavge and how she has adjusted the police uniform to make it sexualised which is typical of a video trying to attract a male audience

 Intertextual reference- the black and white style of the music video reminds us of a black and white film.