Theories-Andrew Goodwin

Goddwin produced a book called 'Dancing in the Distraction Factory' where he stated that the editing style is focused on three main areas:
-Illustration
-Amplification
-Disjuncture

These three main areas are further split into other elements of Andrew Goodwins theory, searching as analysing the lyrics, the music and the image of a band/artist.
They are as follows:
Illustration
Music-The shots always cut on the beat
Lyrics-The images illustrate the literal meaning or feeling of the lyrics, mainly just wih the band singing and dancing.
Band image- The band simply singing/dancing/playing instruments, usually dressed as would be expected of the genre.

Amplification
Music-Shots cut on and off the beat, to emphasise certain features
Lyrics-The images amplify the lyrics and create a specific narrative, could be used as the narrative isn't obvious enough in the lyrics.
Band Image-The band could take on fictinal roles in the narrative.

Disjuncture
Music-Shots cut off the beat, this is perhaps seen in a low budget video or is a sign of a not very creative music video, however this is not always the case.
Lyrics-The images do not relate to the lyrics that are used, sometimes used by bands/artists who are already very well established, and who can afford to take the risk.

Band Image-A band/artist takes on an image that's completely opposite of their expected image.