Carol Vernallis Music Video Analysis

• Carol Vernallis Theory
• Carol Vernallis' theory is based on the editing of a music video. She bases her theory on four key concepts of the editing, this is the narrative, editing, camera movement and framing and the deigesis. She suggests that a music video is a visual response to the narrative, therefore whatever is happening on screen is a representation of the lyrics chosen by the artist. Vernallis also says that the narrative may not be completed and the video does not always show this. This is because of the editing of videos where the video appears partial and fragmented. Artists will sometimes choose to leave the video unfinished which leads the audience to question the narrative of a song. Vernallis also says that music videos may disrupt or break the conventions of continuity editing. The editing may also become visible and obvious, again breaking the continuity convention by making the editing stand out. A few examples of this are jump cuts, breaks of the 30 degree rule, cutting with the lyrics, extreme changes in pace, juxtaposed frames and graphic matches. She also says that establishing shots are one of the main features of a music video and are used frequently throughout a music video. The style of framing of the video is quite distinctive of the video and the camera may also move with the lyrics. Extreme/master shots are also common. The actions in the video won't always be completed and may be disrupted and there will be many repetitions throughout the video and some frames will appear more important than others due to the way they have been shot/framed.
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This video represents this theory well because the video fragments the song and uses clips in between to represent the lyrics of the song and almost narrates the listener through the meaning and lyrics of the song. A lot of jump cuts are used through the video to constantly change what is going on so the video is explained to the audience.