The Goodwin Theory:
- Each music video shows a certain type of characteristic depending on genre.
- There can be a notion to looking of a female body to attract the viewer.
- There is usually a small relation between the music and the visuals.
- Record labels try to position the star in as many close ups as a way of promotion and recognition.
- Narrative performance of the song.
The Mulvey Theory:
Laura Mulvey created the theory on 'the male gaze' which discusses the way males look at females in music videos compared to how women look at other women.
The male gaze can be used in a number of ways. one main technique is the way the camera displays the female body, panning up and down for the effect of someone gazing. The theory states that the female body is used as an object of attraction. A good example I came across is by a band called Scouting for Girls - Shes so lovely where a girl walks in to the bowling alley and grabs the attention of all of the men. You could say it also grabbed the attention of the viewer.
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