Andrew Goodwin's Theory

Andrew Goodwin is a media theorist who in 1992 wrote a book on media codes and conventions. The 5 conventions that he wrote about were as follows:
Music videos more often than not tend to include key characteristics. Rock groups such as Bon Jovi often have performance based narratives as their music video due to them being a heavy metal group.
There are often visual references to the female body. This is present in many music videos top appeal to predominantly the male audience. This is also hinted at using shots of things such as mirrors or binoculars which suggest the idea.
There is a relationship between the music and visuals. Music videos often come along with great visuals to entice the audience to watch the video and also to break up the video with different shots and visuals. This is mainly used by high budget production companies which use it the best.
The record label that is associated with, tends to have demands. This includes for example there needing to be lots of close ups within the music video of the artist.
There is often intertextual references to reference to another media product. This includes music videos having small references to products such as films.