Andrew Goodwin's Theory

Andrew Goodwin feels that traditional narrative analyses don't really apply to pop videos. There are a number of reasons for this but it isn't because pop videos are trying to be avant - it is just that they approach narrative from a different angle to novels and films.
 The 3 reasons for the different narrative structures are as follows:

1. Pop videos are built around songs - and often songs do not pose traditional narrative structures
2. The pop video uses the singer both as narrator and charachter
3. The singer often looks directly at the camera- this is an extension of performance and trying to involve the viewer at home with the performance

An example of this is Pixie Lott's music video Broken Arrow.

Pixie Lott looking directly into camera narrating

Pixie Lott becomes the character

Andrew Goodwin also says that there are three types of relations between songs and videos: Illustration, amplification, and disjuncture.

1. Illustration: this is where the video tells the story of the lyric. Dance is often used to express the feelings/mood in the song.
2. Amplification: occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning.
3. Disjuncture: this is where is little connection between the lyric and video or where the video contradicts the lyric.