Carol Vernallis
Vernallis's main thesis on music videos is based around the editing, camera movement, narrative and framing. She believes that music videos are visual response to the music. She observed that edits occur a lot more in music videos in comparison to films/TV series. She also argues that the structure of the video maybe disjointed purely to bring more attention to the screen.
Editing
Vernallis believes that editing in music videos usually matches the beat mainly to again draw attention to what is happening on the screen. She also argues that we may see some disjointed edits i.e some edits that may disrupt the flow of the video (continuity editing). Also, as appose to film or tv edits, in music videos we expect to see unusual edits i.e Slow motion/extreme cuts in pace, faster cuts/jump cuts/match cuts, cuts within performance, as apposed to film where the cuts are much smoother and match on action.
Camera Movement/Framing
Vernallis believes that camera moves in time with the music and lyrics, again bringing attention to the screen. She also argues that extremes are used in terms of shot types (Extreme close ups/Extreme wide shots/Extreme long shots)
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