Goodwin's theory's are based on 3 major principles;
-Links between Lyrics and Visuals
-Links between Music and Visuals (complimentary, contradictory or amplification)
-Genre characteristics
-Intertextual reference
-Notions of looking (objectifying women)
-Voyeurism
-Demands of the record label
-Performance based, narrative based or concept based on the music video
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