Andrew Goodwin's Theory

Andrew Goodwin (1992) argues that in music video "narrative relations are highly complex" and meaning can be created from the individual audio-viewer's musical personal musical taste to sophisticated intertextuality that uses multidiscursive phenomena of Western culture. Many are dominated by advertising references, film pastiche and reinforce the postmodern 're-use' tradition.

Multidiscursive phenomena of Western culture = history of Western culture is accessible to use through media/the Internet. Now not just Western culture is accessible to us but world culture is too. We create meanings from our knowledge and experience of culture.

Sophisticated intertextuality = referring to other media texts withing media texts. An example of this is the Family Guy Star Wars episodes.