Andrew Goodwin Theory.

Andrew Goodwin has a theory on pop music, that they rely on things like repetition so the audience get hooked on to the song quicker. Also he believes that pop videos 'provide a visual pleasure' in which are split into three categories. The first is Illustration where the song tells a story, the second is Amplification which means the song has layers of meanings and lastly Dis juncture, which is about self discovery.
Also in Goodwin theory he believes that women have been costumed to appeal to a male audience by wearing revealing clothes or using seductive moves in there videos eg Rihanna and Britney Spears.