Theorist- Andrew Goodwin/John Stewart

Beyonce- Diva
A media theorist who has a composed set of ideas believes can be applied to any music video.
Andrew Goodwin is a theorist who believes music videos demonstrate genre characteristics. He feels that the band/artists should have many close ups of themselves so it creates an attraction to the audience, For example if it was a Rock Music video Goodwin thinks they should have a stage performance of the band. Goodwin believes that there should be a relationship between the lyrics/visuals and the music/visuals as this makes a music video flow better.
I have chosen the song Diva by Beyonce as i think this video links well with Goodwin’s theory but also challenges it in someways.
In Beyonce’s music video it demonstrates many genre characteristics from her stage performance which is shown mostly all the way through the video which shows it’s a strong point of the video. Although Beyonce is dancing with two other girls, they’re positioned behind Beyonce showing that there less important putting all the focus on Beyonce, even the costumes show this as Beyonce is wearing all black where as the two other girls are wearing black and white, which makes Beyonce the unique one out of three.
Goodwin believes the deamand of record labels their should be lots of close-ups of the artisit as this is what they look for. As Beyonce is performing the camera zooms in on her proving she’s the main focus point in the video letting the audience see close ups of their favourtie artist which premotes the artist.
This video only has one relationship with visuals and lyrics where the lyrics says ‘Diva’s getting money, if you aint got no money then you got nothing on me’ showing Beyonce holding a fan made out of a money showing she’s a true ‘Diva’ and has pleanty of money to go around, and that she’s better than everyone else.
There is no reference to the notion of looking (screens within screens) this is prehaps because the video has no real storyline and is mostly performanced based which has resulted in the video just being a dance routine the whole way through.
As Beyonce is a very unique artist her video has no intertextual reference with other video’s. Beyone loves performing and premotes herself as a true female character as she only has female dancers and band members. She loves to have a strong performance based music video and has the often deep and emotional storyline in some others.
John Stewart is another theorist who believes that the majority of visual references come from the three areas of: Fashion, Cinema and Art Photography. I believe Stewrats theory isn’t as accurate as Goodwin’s as in Beyonce’s videos she always has a strong performance based video with no concept of fashion, cinema or art photography challenging Stewarts theory to be not as good as Goodwin’s.