Goodwin Styles & Conventions
One of Goodwin's theories is that music videos include genre characteristics. One of the genre characteristics is performance which is common in music videos which are being produced today. Performance based music videos feature the choreographer which is generally the artist miming to the camera. In this video we see Eminem miming and choreographing throughout the video. The purpose of a performance based music video is to sell the artists fake image because the Eminem is the product of the video and the record label is selling that product to the audience. The genre of this music video is rap and rap has a base track of the performing artist.
Music and visuals (Illustrative, Amplified)
Illustrative music videos use images to convey meaning, Amplified music videos involve repetition of meaning to make the song memorable so that the target audience remembers the song. Contradicting music videos completely ignore the meaning of the song. An example of a illustrative and amplified music video is Eminem-Rap God. This music video is illustrative because it is showing shots of Eminem sitting on a throne connected to set of TV's showing him and no one else which illustrates the meaning that the world revolves around the Rap God Eminem, another reason as to why this music video is illustrative is because when the chorus comes in, the visuals begin to alter and the background becomes blurry. This implies that space becomes distorted making the audience think that the artist is the cause of the spacial distortion. To summarise, these shots and TV's are Illustrating Eminem's godlike image to the target audience.
Lyric and visuals Illustrative Amplified
This music video also shows a relationship between the lyrics and the visuals because of the repetition of the words 'rap god'. Specifically speaking, the two words 'rap god' has been repeated six times throughout the video and in combination with the him being a vessel for the televisions which are represented as different worlds it amplifies the meaning of becoming a God. The reason as to why this amplifies is because the meaning/concept of the song is being enhanced through repetition which allows the song to be memorable in the audience's mind and make them interpret Eminem as a omnipotent being rather than an ordinary human.
Intertextuality
This music video also encourages the use of intertextuality since you can see the artist performing on the TV's. Since his mind has been connected to all of the televisions. In addition, there were also intertextual references to american history i.e. Bill Clinton, and Monica Lewinsky being shown on the television and also intertextual references to DC character such as General Zod one of Superman's enemies and Norse mythology such as Thor and Odin. What is going on is that his thoughts are being leaked out of his mind and being displayed on TV, or it could be everything he has witnessed or experienced.
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