Goodwin's Conventions

Rihanna - Please Don't Stop the Music



I think this video is a perfect example of the creation of Goodwin's conventions. From the beginning to the end of the video there is clear interlinks between the lyrics, music and the visuals. They interlock perfectly in order for the video to be upbeat, fast and interactive.
The first point which Goodwin makes is that there is a relationship between the lyrics and the visuals, this is indicated in this video at points in the song when there are key words which can indicate moves e.g - "acting naughty" this point there is a long shot of Rihanna with a boy and close together which can show them getting along and it shows the connection between her and the boy. The song is about not stopping the music and the video is a club/performance video. As its a club video there is club dancing and its jumping and arms up showing their enjoyment and not wanting it to end. This particular background matches the song and shows them having a good time. The song is fast tempo song and the dancing and atmosphere of the visuals gets you want to get up and join in with her.
Next, he says there is a relationship between music and visuals and this is seen clearly at the beginning at the start of the beat and the video flash's with the beat of the music to black and shows her journey into her club. This connection with the visuals and the music is established from the start and is continued to the end where the music is faster and the editing needs to be fast and snappy in order to keep up with the song. Also the song is a club song so its set in a club to create the right atmosphere for the song in order to sell the song to the target audience.
He says that particular genres might have their own music video style and iconography, and within this video this is seen through the sexy outfits of Rihanna. This song was released to change her image and to create a sexy, male attention artist. She has cut her hair shorter and is wearing tight fitted clothing to highlight her figure. Normally in Club songs skin will be bare to impress the other gender, this is quite iconic as this is seen from Kylie Minogue. As its a club anthem the setting is relevant again showing that the video is directly related to the conventions and all aspects of Goodwin's conventions have been related to the setting.
He says there is a demand on the part of the record company for lots of close ups of the main artist/vocalist and videos must sell. There are many different shots of Rihanna, from in the toilet checking her hair to dancing with a guy and on a sofa performing the song. The label would love that the video is based about Rihanna and herself. It attracts the target audience to watch the video and it influences the audience and the as part of the audience I immediately make a connection with the song to get up and want to dance.








The star develops there own iconography and becomes there star image. This is the start of Rihanna transformation as over the next releases of her songs she develops into a sexy 'chick' and more relatable to an older audience. She becomes an icon for younger girls, but is also seen as a top ten sexy women for men. Her iconography changes the video to makes it available to a wider audience causing more people to want to watch the video and listen, buy and play the song.
There is likely to be reference to voyeurism e.g screens within screens. We see Rihanna looking to a mirror and we are watching her reflection not her, but we can see her moving. This is a mid shot of her and the camera work is done from a range of angles.


There are likely to be intertexual references, this isn't clear in the video but it can be reference back to her first single, Pon De Replay, which is also set in a club and is a club anthem.
So overall, Rihanna's video is evidence for Goodwin's conventions and ideas. It is a successful video as has 125, 016, 702 views on YouTube, you shows the popularity of the video and the target audience are attracted to the videos.