Goodwin has six music video theories-
- A Relationship between the lyrics and the visuals which illustrate, amplify or contradict the lyrics
- Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrate amplify or contradict the music)
- Genre-related style and iconography present
- Multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognisable brand image.
- Voyerism often plays a major part especially in relation to females.
- Intertextual References to other media texts to present, especially in humorous videos
Carol Vernallis -
Carol has four music video theories-
- Narrative - the narrative could support the lyrics of the song however the video may not have a narrative.
- Editing - A certain style is attained throughout the video by editing. This can be done in many types of methods such as jump cuts and continuity editing
- Camerawork - Frame angle and movement are used and are important in creating a brand. They must be distinctive shots.
- Diegesis - The world in the video is shaped by lyrics in song e.g. sad song can be dark setting like in Radiohead - street spirit