A2 Coursework: Goodwin's Theory: Case Study

Case Study: Kanye West - Gold Digger

Kanye West's popular number 1 single Gold Digger is a good example of a video that follows Goodwin's 6 fundamental features that the theory believes should be incorporated into a music video.


1.The lyrics are linked to what appears in the music video:
In Gold Digger the lyrics in the song are also seen within the video by the use of visual metaphors for example when Kanye refeces to a girl having a childand paying "child support" the video always cuts to the little boy. Kanye also sing about Busta Rhymes this is show on the magazine covers with the female as Kanye  sings :"I heard she had a baby by Busta" 

2.The Genre of  video has to fit the style/genre of the song: 
The elements  used in the music video fit with the genre of the song. Kanye West is known as a hip-hop rapper and there are specific conventions often used in the hip- hop/ rap genre such as sexualised women , heavy\large jewellery on artist and dancing these conventions are used throughout the Gold Digger video and follows the hip -hop/ rap genre.

Women as sexual objects to be looked at.

3.Notion of looking/sexual appeal:
Gold Digger also follows Goodwin's third theory and uses the notion of looking to attract an audience. For example there is definitely a sexual theme through out the music video as one of the main features. The women that are in the video are seen as sexual objects as they are dressed in very little clothing are shown to be ob the cover of a magazine as something to be looked at and 






4.The visual motion:
There is a use of fast pace editing within the video as the song itself moves rather quickly for example there is a constant use of jump cuts used within the video that jump between each frame that is in the video. This fast pace editing also goes with the type of genre that the Gold Digger falls into for example within most Hip-Hop/Rap genre there is a fast moving style of music. This is how Gold Digger follows Goodwin's Theory of Visual Motion. This feature also always us to establish the genre as we are able to see the characteristics of the genre throughout the video.



5.Demand from the record label:

Kanye's clothing has a certain style to fit the genre and record label.

There isn't an obvious demand from the record label throughout the video but the idea that Kanye's position and movements stay the same throughout the video giving him own style throughout the video as he has his back turned towards the camera at most times and he also has the same dance movements throughout. Kanye West is known for being a popular rapper so that is also established in the video when we look at the clothing he wears in the video. For example he wears large jewelry and sunglasses. Which is the attire worn in most hip hop/rap music videos 




6.Intertextuality and other media related references:

John Legend makes an appearance. 

There are references to other media outlets in Kanye West's Gold Digger song that would be considered intertextuality by the Goodwin theory for example Kanye West mentions other rappers and celebrities such as Busta Ryhmes and Usher, they are included in the lyrics of the song we then later have a visual example within the music videos as we see singer John Legend make an appearance. This is a good example of intertextuality.