1. Andrew Goodwin (1992)- generic conventions of the music video
Andrew Goodwin (1992) writing in ‘Dancing in the Distraction Factory’ argued that many music videos shared 6 generic conventions: 1. Different sub- genres of music have their own video conventions (e.g. stage performance in rock video, choreographed dance routine in pop videos) 2. There is a relationship between lyrics and visuals
3. There is a relationship between the music and visuals
4. The demands of the record label will include the need for lots of close ups of the artist to emphasise the image of the star.
5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body There is often intertextual reference (to films, TV programmes, other music videos and other popular culture)