Theorists.

Michael Shore
-Michael Shore concludes that music videos are recycled styles that contains an information overload and therefore contains views of adolescent male fantasies. Most videos contain elements of speed, power, girls, and wealth.
Andrew Goodwin
- Andrew Goodwin has identified a number of key features which distinguish the music video as a form:
- 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.
- Genres are complex and diverse in terms of music video style and iconography- Record companies will demand a lot of close-ups of the main artist or vocalist
- Voyeurism is present in many music videos, especially in the treatment of females, butalso in terms of systems of looking. Some examples are screens within screens,cameras, mirrors, etc.- there are likely to be intertextual references, either to other music videos or to films andTV texts, these provide further gratification and pleasure for the viewers/fans.