Vernallis

Carol Vernallis created a theory based on 4 key concepts in music video. These included narrative, editing, camera movement and framing and diegesis.

Narrative:

Vernallis states that the video is a visual response to the music and there is not necessarily a balance between the narrative and the performance shown in the music video. The narrative in music videos may not be complete, for example it may be fragmented or disjointed. There is also something that drives the video forward however this may not always be the narrative, it could be the performance or the music. There may not always be a clear resolution at the end of the music and many questions may not be answered.  A montage could also be used to present a narrative or theme running throughout the video.

Editing:

Vernallis claims that the editing may match the music or the beat. It may also break many of the rules of continuity editing but this is a clear convention of music video editing. Some edits can be very obvious; to draw attention to them while others may be invisible. A classic example of these could jump cuts, breaking of the 180 degree rule and juxtaposed images.

Camera Movement and Framing:

Extreme shot types can be placed directly next to each other, for a music video this is very common however this is not so common in continuity editing. The style of framing and movement may be very distinctive of a particular music video. The camera can move in time with the music or with the lyrics to create a different meaning or feel to the music video. Establishing shots and close-ups are often frequently used in music videos.

Diegisis (the world of music video):

Many actions may not be completed in a music video, they often be interrupted in some way. In some music videos the characters or objects may move in time with the music. Music videos also aim to leave gaps. This means that the audience may not fully understand the entire music video. Throughout the video the same location can often be repeated, this often occurs with chorus’ or repetition of the music.