Andrew Goodwin's media theory contains six major points which explain the basics of what a music video must contain and how this is portrayed with the music. The six points are:
- There is a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
- There is a relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.
- Goodwin also states that the music video should not only be constructed by the visuals and the song nut should also represent the artist which may include their sound as well as their image.
- Relationships are strongly built throughout the video with a number of closeups of the artist to give them the representation and publicity they require. This also lets the audience see the emotion of the lead artist as well as creating a star attraction.
- Voyeurism is a major feature in a number of music videos today and is used to increase the videos attractiveness. This is in particular to males, whilst in humorous videos inter-textuality is often employed.
- A number of inter-textual references is also essential, either to other music videos or to texts of film and TV. These then provide further gratification to the viewers or audience.
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