Godwin's Theory

Godwin came up with a theory that suggests several factors that appear in a generic music video, these are:

1. Music videos demonstrate genre characteristics (performance)
2. There is a relationship between lyrics and visuals.
3. There is a relationship between music and visuals (amplifies, illustrates and contradicts)
4. The demands of the record label will include the needs for lots of the artist and the artist may develop motifs- which recur across their work (visual style)
5. There is frequently reference to notion of looking, and particularly voyeuristic treatment of the female body.
6. There is often intertextual reference (shows, videos, politics or events).