Readings and meaning through codes and conventions

According to Goodwin's theory 'just lose it' is an amplification type video as the video's content is partially derived from the lyrics however as part of eminem's signature style this video is made to be abstarct and comedic and so some parts of the video are random and seemingly unrelated to the lyrics. Thia video subverts the usual pop video codes as teh star eminem rather then being teh focus of attention for the whole video using direct address to engage with audience; he interchanges between direct and indirect address because of the changing narrative of the video, which often uses intertextuality with other artists for comedic affect as part of his style whihc is familiar to the audience and can let them feel a sense of recognition.

Readings and meaning through codes and conventions

According to Goodwin's theory this video is an illustration type as the videos topic is solely derived from the lyrics and so this video has a dominant reading that should be understood and accepted by most people. Which is that the main protagonist through nefarious means is trying to get the female protagonists favour this is shown through the use of low key lighting and use of shadowing which create darkness and connote negative emotions and actions which is contrasted by the bright high key lighting used to portray the female protagonist the fast jump cuts between these two opposites shock the audience which adds to the impact of the video. There is consistent use of costume codes where 

How does Lady Gaga's 'Bad Romance' conform and subvert to the codes and conventions of a typical pop video?

There are several ways in which Lady Gaga's video subverts and conforms to typical pop music codes and conforms, is a an alternate amplification video where the direct message of her lyrics is often not consistent with the narrative of the video which is strange and uses almost psychotic iconography which subverts the norm she still conforms to the typical solo artist performance codes as she like in many conventional music videos such as Katie Perry's 'Firework' who as the start is the focal point and consistently uses direct address.