Goodwin's theory - Close ups of artist/the notion of looking

• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which reoccur across their work

• There is frequent reference to the notion of looking, and particularly voyeuristic treatment of the female body

A good example of an artist who uses lots of close ups and has developed a motif that reoccurs across their work is Lady Gaga. In her video for 'Bad Romance' there are frequent close ups of her because she is a well known artist and her image sells. Motifs she has also developed are her unusual dance routines and (most notably) her unique style of clothing. Throughout the video there are frequent shots of choreographed dance routines in her usual style and numerous outfit changes, with each garment being very individual and different from the last. These motifs have made her videos instantly recognisable, and they have made her recognisable as an artist creating the Lady Gaga brand. In this video we also see evidence of 'the notion of looking' as she is directly looking into the camera as she lip syncs. This engages her with her audience and makes the video more personal, making the audience feel like she is directly looking at them.

Another artist who uses both these theories is Miley Cyrus. In her video for "Can't Be Tamed" there are extremely frequent close ups of her lip syncing to the song. This, again, is due to her being a brand, and close ups of her sell the video and the song. We also see 'the notion of looking' put into play, as she is constantly looking into the camera throughout the video which again engages with the audience and makes them feel like she is directly singing to them. Another interesting use of 'the notion of looking' is the fact that in the beginning she is seen as a rare bird in a cage with the audience staring at her, also some audience members are using binoculars to look at her which is another reference to 'the notion of looking'. The shots of her as a rare bird in a cage are a metaphor for how she is constantly watched upon by the media and the public eye, and her breaking away from the cage is a metaphor for her wanting to break free from the media spotlight.