Evaluation Task 1

Andrew Goodwin is a media theorist who identifies the key features of a music video. He argues that there are seven defining factors, which include shots cut to the beat, a relationship between the visuals and music, a relationship between the visuals and lyrics, close-ups of the artist and band, references with the notion of looking (scopophilia: Greek for love of looking), some form of narrative and performance element, and intertextual references.

Forms and conventions are codes that identify what type of media text or genre it is. These are things that an audience expects from a particular type of text and from different types of genre. Conventions make it easier for an audience to understand what type of text they are consuming and enables them to situate a song and artist within a music genre.