I will be comparing the video by rudimental, "Not Giving In" to the codes and conventions observed by Goodwin. This will then show me if these codes which where relevant to music videos 1992 are still as significant in this time period.
Naturally due to the change in technology, general ideas and music its self we would expect the videos to move with time swell, but we would also assme the basic principals should stay he same, which are for the music video to "Illustrate, amplify or contradict with the music video." in this car it is illustrating the lyrics.
1.
In the music video by rudimental we see that the music video sticks to Goodwin's first rule which is the video illustrated the genre of the song. the song won the award for the best dance video. amongst the story telling in the music video, the video does divert back to its true nature of dance and shows, people dancing we the the tempo of the song pickup, and they also relate this dance and change in tempo in the music video to happiness, and its very uplifting, which is another element of dance videos. therefor this video c;early follows this observation by Goodwin. and its still relevant to the this time.
2.
The second observation which Goodwin made was there is a relationship between the lyrics and we do see that in this video as the lyrics reflect upon the videos as they are describing a young boy "Not giving in" to the negative expectations and holes in society like his friend, and choosing a different Path. although the lyrics are not literally describing what is happening tin the video, they still have a fair link to the video, and the video more or less amplifies the lyrics. Therefor staying true to his observation.
3.
Another of good wins observations of music videos in his time period was that there was a relationship between the vials of the music video and the music itself. We clearly see this in rudimental music video from the start. This is shown when the editing of the video is very slow from the start as the tempo of the music is vey slow and the tone of the music is very smooth, there is also use of slow motions when the tempo is quite slow to illustrate peace and calm at that moment. when the music speeds up, so does the editing and the characters in the videos they start running and they behaviour changes to reflect this change in mood and change in tempo.
There is no lip-syncing in this video at all, as it is focused on telling a story through the video and not so much throughout the lyrics.
