Adorno & Horkheimer

Adorno and Horkheimer believe that the “culture industry” has demonstrated an “assembly line character” which can be seen in the artificial, intentional method of churning out its produce. Their “culture industry” term comes from the belief that the way in which cultural items were manufactured was akin to how other industries produce immense quantities of consumer goods. Adorno and Horkheimer link this idea of “culture industry” to an ideal of “mass culture” to which cultural production has become a standardized routine. The operation is so repetitive and homogenous that it produces unchallenging cultural merchandises which in turn result in a type of consumption that was also homogenous, passive and distracted.

Goodwins Theory Music Video Analysis - Hotline Bling

The hotline bling music video represents the male R&B genre. In this music video Goodwin’s theory about the lyrics linking to the video is apparent. In the music video we see that the lyrics are represented in the choreography when he sings about the telephone hotline and the choreography has him making a phone with his hand. This link can also be seen when he points as he sings “you”. (Music videos show links between lyrics and visuals.)

Goodwin also talks about voyeuristic treatment of the female body (References to the notion of looking, predominantly voyeuristic treatment of the female body). This can be seen in this music video on numerous occasions. There are multiple shots of girls bending down and moving in ways that somewhat seductive, extenuating features such as big busts and bums.  These shots also fall into the Laura Mulvey theory of the female gaze and women being sexualised.

Throughout the video there are also plenty of close ups of the artist which also complies with Goodwin’s Theory, (Close ups of the artist demanded for by the record label as well as the artist creating their own visual style that can be found across their work).  

Goodwins Theory

Andrew Goodwin was born in Sydney, Australia in 1979. In his early years he played the violin, the piano and the organ and also sung in a cathedral choir. When he grew up he became a director of music.
Goodwin is also known for his six principles when it comes to analysing music videos:

1. Music videos demonstrate genre characteristics
2. Music videos show links between music and visuals
3. Music videos show links between lyrics and visuals
4. References to the notion of looking, predominantly voyeuristic treatment of the female body.
5. Intertextual references are often found.
6. Close ups of the artist demanded for by the record label as well as the artist creating their own visual style that can be found across their work.