Andrew Goodwin

According to Goodwin's theory there are particular relationships between what the audience sees while watching a music video and the lyrics that they hear. What the audience sees can either illustrate, amplify or contradict the lyrics in the song. A music video is far less clear cut in the way it presents a 'story' like that of a film or TV show would. Instead it simply has a beginning, middle and an end. A lot of images are repeated in music videos to link in with the repetition of the lyrics. This also happens between songs of a similar genre through intertextuality helping the viewer form an expectation of particular types of music videos.
However this can sometimes backfire as an audience could get bored of seeing the same thing again and again. But if the whole music video is changed and challenges the norms of the genre then it could confuse or even put off the audience. It is a constant balancing act to try and include some unique points in each music video but still retain certain similarities to help the audience identify and relate.

Illustration is where the music video literally follows what is said in the lyrics.

Contradiction or disjuncture is where the music video bears no relation to the lyrics being heard by the audience.

Amplification is where there is no contradiction of meaning between the music video and lyrics but rather a reinforcement of meaning.

Illustration 
http://www.youtube.com/watch?v=k6M5C-oKw9k&ob=av3e
This is a good example of illustration in the song Miss independent by Ne-yo as what is said in the lyrics by Ne-yo clearly guides what is shown in the music video and is shown by a short film where Ne-yo plays the main part.


Disjunction 
http://www.youtube.com/watch?v=3Pw_5RQAEpg&ob=av2n
This is a good example of disjunction in the song Gone in the morning by Newton Faulkner as the music video clearly has no relation to what is said in the lyrics and chooses to follow its own separate path.  


Amplification


http://www.youtube.com/watch?v=XIWEbmQt8EQ&feature=channel
This is a good example of amplification in the song Magnificent by Rick Ross featuring John Legend where the music video doesn't actually link to anything said in the lyrics but rather shows the audience the meaning behind the lyrics and therefore the reinforcement of the lyrics through the music video.