Andrew Goodwin studied music video for years and in 1992 he wrote a book called :dancing in the distraction factory" In this book he stated the different codes and conventions of a music video. Goodwin thought that the key features of a music video; genre characteristics, relationships between lyrics and visuals (amplify, contradict or illustrate), relationship between music and visuals (illustrate, amplify, contradict), a frequent use of voyeurism (mainly on the female body" and the notion of "looking" (a frame within a frame), intertextual references form Tv shows, films or even other music videos and the demands of the record label which includes "close ups".
Carol Vernallis's theory on music videos contains the 4 key concepts of narrative, editing, camera movements and framing and diegesis. These four key concepts are part of the manufacturing process of a music video. Vernallis suggested with he narrative that the video was a visual response to the music/ lyrics, the video reflects the lyrics. She went on to explain that the narrative isn't always completed and can appear in fragments. Vernallis explained editing, t hat all music videos are edited in the same way, where the editing is visual containing jump cuts, cutting with the lyrics, graphic matches etc. Establishing shots are a key camera shot within the music video and are reused throughout along side close ups (to clearly show the singer or the band). The diegesis is the world of the music video which Vernallis thought to be revealed slowly through the video with many repetitions and some frames would seem more important due to the way they have been framed.
Andrew Goodwin wrote"dancing in the distraction factory" in 1992 when it was published in 1992.
Carol Vernallis wrote Experiencing Music Video: Aesthetics and Cultural Context in 2004 and went on to become a film and media teacher at Stanford University till current day
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