Andrew Goodwin's theory

Who is Goodwin?
Andrew Goodwin was awarded his Ph.D for cultural studies from the university he studied at (the university of Birmingham).  Goodwin is an author and wrote the well-known book on music television and cultural theory (Dancing in the distraction factory. Music Television and popular culture, university of Minnesota press) and had published a number of articles on music television and popular culture.  Andrew Goodwin's is interested in media aesthetics  cultural theory and popular music. Goodwin serves on the editorial board of popular music and society. 
What were his ideas?
Andrew Goodwin believes that the relationship between the lyrics and the visuals of a video should either illustrate what the person(s) are singing or they should amplify the point being made or make something more dramatic than it really should be, or they should go against the lyrics that are being sung.  Goodwin also believes that music videos should have iconography in them along with mutiple close ups of the main person(s) in the video to keep it interesting.  Andrew Goodwin also says that videos deliberately put in voyeurism to grab the attention of either men or women, although it is mostly used for a mans visual pleasure.  ertextual mkaes videos linked with another media text.
Illustrating
Illustrating is when you see what you hear

Throughout the entire of this music video we are told what Gene Kelly is doing, whilst he singing we can see him dancing and singing in the rain.  This video fits into illustrating because we can see what we hear.

The song starts by Gene telling the cab driver to leave as he wants to walk in the rain, once he drives off he starts walking whilst singing "I'm singing in the rain" and in the video you can see he is walking and singing in the rain.  He then goes onto singing he is dancing in the rain which he then starts to tap dance.  This video fits in with the illustration because he doesn't sing one thing and do another he sings one thing and does it.
Amplification
Amplifying is taking something and it make it stand out even more.

In Last Friday Night by Katy Perry she makes a point of saying that the people we consider as uncool can actually be really cool and she does this by the lyrics she sings and the video she has with it.  The amplification in this video the way Katy sings the song and the content within the video.  At the start of the video Katy is congratulated on such an amazing party with all the mess still around her.

Katy goes from looking really uncool to the star of the party which adds to the amplification of the video, if she just stayed doing nothing it wouldn't be as dramatic or as over the top.  Throughout the video there is a massive party because it is Friday and they are insinuating that people tend to party on a Friday.
Contradict
Contradicting is meant to go against the song or lyrics.
 

Bangarang fits into this category because when you listen to the song it sounds futuristic but really in the video they are robbing an ice cream van.  At the start of the video we see a dog's shadow, thinking it could be someones belonging to a gang you assume that something bad is going to happen.

You are introduced to three boys in hoodies and look like part of a gang, they go to great lengths to try and infiltrate the ice cream van, they do it successfully and manage to get what they want and at the end of the video i looks like some time in the future the boys go back but to an ice cream shop and the man remembers him.  This video doesn't really fit the music as it is something unrelated to the music.

Iconography
When you see something and it reminds you of a person or topic.

Lady gaga is well known for her shockingly outstanding fashion sense, her music videos are so different you can tell instantly if it was one of hers.  If Lady gaga were make plan a music video but not sing or appear in it you would still know it was one of her videos.  Gaga's very first song was just dance, looking at her then she looks completely normal, however as her fans grew and doubled in size so did her limelight and her fashion.

The first we see of Lady Gaga is her with a blue lightening bolt starting just above her eyebrow and ending at the base of her cheek bone as she covers her left eye.  Like I said before she looks fairly normal here but as soon as you hear the name Gaga or the start of any of her songs you know exactly who it is and what she looks like.
Throughout this video she changes outfit five times, the first 0:10 she is walking up to the house with people either side of her wearing a pink coat, the second at 0:15 wearing the zebra print short dress which appears in a few of the shots, the third 0:17 when she takes off the pink coat and is a shiny top and skinny trousers, the forth 0:58 when she walks into a room wearing a white top with a disco ball bandeau with frilly shorts and braces and finally she is in a paddling pool wearing yellow shorts with a black blouse at 3:31

Lady Gaga's fame perfume advert looks like a horror film but you wouldn't expect any less from Gaga.  People say that she is the way she is because she wants attention but she just not be afraid of expressing herself, by watching any of her videos you can see just how confident she is and in her advert she hasn't lost any of her identity, as soon as it starts you will know that it has something to do with Gaga.

At the start of the advert you see pictures which last for around one second, the pictures are of random things for example, something that looks mechanical  a women in black someone wiping black liquid into lips and Lady Gaga dressed in a unique outfit covered in orange, white and black things.  Again, this is very Lady Gaga and continues with her amazing confidence and her bizarre taste in fashion.
Close ups
Are meant to make the video more interesting.

Close ups make the videos more interesting and it allows you to see clearly the emotion being shown on the singers face.  In only girl by Rihanna at the start of the video she has two parts of video the video playing on part is the main part you see and the second is the bit with the close ups in.  As the video goes on Rihanna changes her location and clothing which also helps to keep the video new and interesting.  The close ups in the video allow you too see Rihanna's emotion, this helps with interacting with the audience as they can see how she feels and feels apart of it.

At 2:51 there are around 15 close ups that are flashed on the screen quickly, this keeps the audience interested to see what the other footage is and the fact that the images aren't just being played one after another they are being added together and played over the top of each other and makes the song look faster.
Voyeurism
Is a man or woman who watches someone to get pleasure out, the person being watched may not always know but the person watching may like the fact that they don't know.

The Pussycat Dolls ask for the attention in the clothes and dance moves they show throughout the music video.  The video starts with all five women sitting in a car, and already you can tell that the tops they are wearing are very revealing and within the first 15 seconds they have a close up of Nichole Scherzinger face.

When looking at voyeurism clothing is one of the most important things and The Pussycat Dolls were short, tight and revealing clothing.  For example in the first picture (top left) you can see Nichole wearing a pink crop top which is very tight and revealing, the person to her left is wearing shorts and a bandeau and to her right is another girl wearing even less.  This makes men want to watch this and maybe even women as they may feel slightly envious of what they are wearing.
In the picture on the bottom right you can see Kimberly doing the splits in the air with Nichole doing a different sexual dance move.  Again this shows voyeurism perfectly because of the clothes there wearing and the way they dance.
Intertextuality
When a song or film uses the same ideas in their film or music video.

This spoof of twilight is made by the Simpsons, in this version it is Lisa who is meant to be playing the character Bella Swan and there is a new character who plays Edward Cullen.  Throughout the entire of the video they make fun of everything in the original and change it to make it sound funnier and so it isn't copied.  It still has all the original characters in from the Simpsons but it just has different content.

In the original twilight Bella and Edward glide through the trees but in the Simpsons version the boy says "Let us move through the trees the way a bat does, by jumping."  this is funny because vampires cant fly and in the film it looks like they jump through the trees so the Simpsons have made fun of this.  In Twilight Edward saves Bella from a truck crushing her, in the Simpsons "Edward" saves Lisa from being crushed by a bus at school.