Applying Goodwin Theory to a music video

Goodwins Theory is based upon 8 main principles:

1.The relation between the lyrics and visual content.
2.The relation between music and visuals (Complimentary, Contracting or Amplification)
3.Genre characteristics
4. Intertextual references
5.Notions of looking (Obectification of woman)
6.Voyeurism (Direct gaze, other people looking at artist, insight into artist life screens and mirrors)
7. Demands of the Record Label (Represention of the artist)
8.Performance based, narrative based or concept based music videos.

The music video I have chosen to apply Goodwin to is:

Rizzle Kicks - Miss Cigarette 

http://www.youtube.com/watch?v=YA_tBIOt8MY&feature=relmfu

Lyics, Music & Visual Content

Goodwin suggest lyrics will make constant references to visuals on screens. An example of this can be shown in Devlin - Let It Go (ft Labrinth) music video. The lyrics depict a young guy comparing the girl he likes to a cigarette. This is emphasised more in music video,by showing the girl he likes smoking and comparing her to different types of cigarettes. He sings 'Shes bad for me' as in comparison to smoking which is harmful. There is also a visual content of him holding a cigarette pack with the label saying 'smoking kills' whilst singing the lyrics 'bad for me' to show a contrast between the visual content and the lyric.
Genre
The genre is a hip hop and pop rap type of style, this can be shown by the instruments played in the background and the rythm of the lyrics. Rizzle Kick have referred back to the subject of the song with some punchlines and funny visual context. The typical pop rap video would have something out the ordinary with some sort of story which Rizzle Kicks includes in theirs.
Notions of Looking

Notions of looking plays of the idea of gaze and the way someone in particular is seen. For example, in a lot of music videos women are often represented according to Goodwins theory as objects. In the video we can see that the female is depicted as an object and being referred to a cigarette which relates to the title of the song, 'Miss Cigarette'. Her eyes have narrow but demanding look to make it look like a sexual gaze to the audience. Also the way the cigarette is being held shows a sexual intention to which the audience can interpret in many ways.