Textual Analysis 1 - Can't Touch This

The music video that was released before I was born that I will be analysing is 'Cant Touch This' by MC Hammer. I will be comparing Goodwins conventions to this 1990 classic.


Andrew Goodwin

• Music videos demonstrate genre characteristics.
• There is a relationship between lyrics and visuals; these lyrics are represented by images.
• There is a relationship between music and visuals. The tone and atmosphere of the visual reflects of the music.
• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.
• There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body.
• There are often intertextual references

Camera Shots
The camera shots used in this music video generally consist of mid shots and some low angled shots were used. The low angled shots made the singer look powerful and high powered. Lots of different camera shots of the outfits worn in this video are shown. This could be linked to Goodwins theory that the demands of the record label have taken power and lots of close ups of the artists outfits are needed.

Mise En Scene
The mise en scene in this music video is stereotypical of early 90's style with the baggy sweat pants and the women wearing very little on the top half of their bodies. The women are dressed provocative and mostly dressed in dark colours, showing an edgy side to them. This fits with Goodwins theory that women are used for voyeuristic reasons and to enhance the male audience into watching the videos.

Editing
The editing in this music video is very quick and upbeat, much like the pop genre of this song selection. The video itself fits well with the up tempo song and the two create work together. This fits with Goodwins conventions of the relationship between music and visuals; the tone and atmosphere of the visual reflects the music well.

Sound
The sound is very upbeat and the lyrics match on action to what is happening the video. Lip syncing can be seen used multiple times and the lyrics match what is happening in the video itself. This is Goodwins convention that lyrics can be represented through images/video.