Andrew Goodwin!

 Tzvetan Todorov had a theory on structure in videos or films. He believed simply that the narrative begins with a state of equilibrium, which is then disrupted with some sort of problem. The narrative would then in a resolution in which ends as it starts. This is the main structure of how many films and books are based upon.

Goodwin however, totally disagree's with Todorov's theory stating that this traditional method of narrative does not apply to music video's. He feels that music video's approach narrative in a different way than novels and films.
To explain how he feels music video's are different, Andrew Goodwin broke down how they are different, with three differences;

- In pop videos the traditional narrative is not used and the ending sometimes does not give the viewer a resolution to a story which has been narrated throughout. this instantly would give a completely different feel to the audience than a film.

- In films, the main character usually remains in this role throughout. However in music videos the artist often plays an artist and a character at the same time. acting as a narrator as well as the character inside the video.

- Another key point Goodwin makes is that within music videos the artist or character in the video almost always breaks "the third barrier". This gives the audience at home involved in the artists performance.

Repetition is key in pop videos. A music video uses this repetition to identify to the audience genre. By using the repetition to also repeat images shown before. Repetition is not only used throughout one song, parts from other songs even if this is only a simple melody, can be used and built around for a completely new song. This is a form of intertextuality.

The ending to a pop song does have a way of resolution for the audience, this could be the repetition of the song fading out or the song building towards a climax then ends.

Goodwin states that there are three types of music videos:

Illustration - This is where the lyrics of the songs are physically shown in the video. Often, dance moves are used to express the moods and feelings of the song. An example: http://www.youtube.com/watch?v=E8sShWY6llE   (Hurt Feelings - flight of the conchords)


Amplification -  This is closely related to Disjuncture, but instead Amplification just enhances the concept in the song. http://www.youtube.com/watch?v=CS9OO0S5w2k   (YMCA - The villiage people)

Disjuncture -  This is where there is only a small amount of connection between the lyrics and the video and sometimes where the video and lyrics contradict each other. http://www.youtube.com/watch?v=iWOyfLBYtuU (florence and the machine - Dog Days)