Research No2. Andrew Godwin's Theory

Andrew Godwin came up with a theory called ' Dancing in the Distinction Factory' (1993).
In this theory Andrew looked at the structure and narrative of music videos. He feels that traditional narrative analyses don't always apply to pop music videos
.He has come up with 3 main reasons for the different narrative structure:

1). That pop videos usually are built on songs and songs don't always have a traditional narrative structure.

2). The pop video uses the singer both as a narrator and a character

3). The singer almost always looks straight into the camera- which is trying to involve the viewer at home with the performance.

He believes that pop videos rely on repetition, for example when the video repeats images like the song and chorus repeats itself. Also the repetition in songs of parts or rhythms of others songs (intertexuality) means that we become familiar with the genre and have certain expectations. Therefore pop videos do not have a closure and/or and ending. The 3 minute single that a video is based on must end and this is often reflected in the structure of the music- it builds to a climax or to constant repetition before fading away.