Goodwin Theory Application

Andrew Goodwin's Theory - Taylor Swift

Andrew Goodwin in his book Dancing in the Distraction Factory writes about what he defines as the characteristics of music video. I have decided to apply his theory to the music video 'Mine' by Taylor Swift

1. Music videos demonstrate genre characteristics/conventions (e.g. stage performance in metal video, dance routine for boy/girl band)

The use of natural locations, like the woods are typically seen in acoustic music video. 

Also, there is the narrative of a love story, so the visuals show a couple acting playful.

2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting)

The visuals in the music video both illustrate and amplify the lyrics. An example of when the visuals illustrate, is in the first verse of the song when the lyrics say "You were in college working part time waiting tables", whilst the visuals show the singer's lover working in a small cafe.

Also the lyrics says "You put your arm around me for the first time", and the visuals amplify this gesture.

3. There is a relationship between the music and visuals

The visuals in the music video show a romantic narrative. The beat of the music is happy and fun to match the atmosphere set in the music video as they are in love. Often an instrument is seen in this genre of music, however in this music video it doesn't need it as there is a strong narrative.

4. The demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which reoccur across their work (a visual style)

There are many close-up shots of the artist to show her facial expressions and showing that she is the main feature of the music video. Also, there is a range of mid and long shots of the singer to create variety to the video. 

Additionally, a motif of the hanging pictures is used to represent the memories in her relationship.

5. There is frequently reference to notion of looking (screens within screens, telescopes etc and particularly voyeuristic treatment of the female body)  

There is no reference to the notion of looking through screens within screen or telescopes, however the artist does look at the camera, which suggests a connection with the audience. There is also no voyeuristic treatment of the female body as it doesn’t fit within this genre of music. The artist is portrayed as a playful character as she is seen playing in the woods.

6. There is often intertextual reference (to films, tv programmes, other music videos etc)

The costumes used in this music video have references to the acoustic genre as it very simple and girly. The use of locations and props is typical to this genre of music, especially scenes at the woods. Furthermore, this music video links to romantic films as this video has a strong narrative.