The visual aspects of the music video either amplifies, illustrates or contradicts the lyrics of said music video.
Each genre often has their own music style for the audience to remember and relate to the music also known as iconography. An example of this is certain types of clothes the characters in the music video are wearing, such as a rock band would wear clothes associating to their genre.
The singer/band sometimes design their own identity through iconography such as LMFAO with the introduction of box man whom appears in all their music videos. So an audience will see this and instantly be able to relate to that genre and artist.
The use of shots to create important objects/people for certain symbolism and Goodwin believed this was important to a good music video and the use of close ups in particular should be used.
The Concept of Voyeurism
Voyeurism is the act of watching people with/without their knowledge. Its usually shown in music videos with intimate behaviour, undressing or sexual activity.
Carol Vernallis Theory
The theory focuses on the 4 main concepts that gives an account to the way a music video is constructed. This consists of: camera, movement and framing, diegesis, editing and narrative.
She states for camera movement and framing that extreme shots are the most common to use. The style of framing and movement can constantly run through and the video is distinctive to that video. The motion of the camera might be in time with the music and also with the lyrics.
She says diegesis may be revealed quite slowly. Actions are not necessarily finished. The motion of character or object might be in time with the music. Some of the frames may be more important to the audience than others in understanding of the narrative or events. There may be lots of repetition to highlight specific important ideas or key events.
She explains that the narrative of a video is a visual response to the music. There is not really a balance between narrative and performance. The narrative may not always be complete and an audience led to fill in the gaps of the unknown. More often than not it is the music which pushes the narrative forward and there may not be a noticeable closure because of this and the music itself may look for answers or pose questions for the audience and this leads to a disjointed narrative within the video.
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