20.9.12 - Goodwin's Theory - Case Study

Through understanding Goodwin's theory I looked at the music video called: 'Gold Digger' by  Kanye West featuring Jamie Foxx released in 2005.

When watching this music video I created a table where I could identify examples of Goodwin's 6 principles but also analyse where in the music video the music video conforms to the principles or contradicts them.

Theory:	Image:	Analysis:
1. The lyrics are linked to what is seen on the screen		“18 years, 18 years. She got one of your kids, got you for 18 years” Is the lyrics when the scene of a little boy is a devil costume appears on the screen – the mise en scene of the costume is a symbolism of evil and temptation emphasising giving into temptation – the child is the by-product of giving into temptation
2. The music is linked to the visual material		During the video at 0:20 – 0:23 seconds the beat picks up creating an earthquake effect through a montage of images showing Kanye West and the female body such as: eyes with green eye shadow which is associated with jealousy and beauty
3. Music videos demonstrate genre characteristics		This music video is R&B in genre – the conventions of this genre is women wearing minimal clothing, sexuality, party scene.
4. Demands of the record label will include lots of close ups and developing motif		This is the only principle which in this music video is contradicting as the artist tends to keep his back to the camera during a close up, although this is a developing motif because it is featured in many more of his more recent music videos
5. Frequent references to looking (mirror, screen, telescope etc.) and particular voyeurism (sex symbolism) of females		Throughout this music video the women are seen as sex symbols, however there is no use of mirrors or screens
6. Intertextuality in reference to other media outlets		Is used at the beginning in reference to an old fashioned film genre title sequence, emphasised with the non-diegetic sound effect of flickering. Another media outlet referred to throughout this music video is magazines as all of the women are shown to be featurettes on the front of male magazines