Theorist Carol Vernallis stated a theory based around four
key topics that relate to the way a music video is manufacture. These are:
Narrative, editing, camera movement and framing. She mentions that the
narrative in a music video doesn’t necessarily have to make sense or have any
sort of story, but it doesn’t give a visual response to the lyrics of the song.
The narrative may sometimes be divided in parts or may appear in fragments.
However, if the video ends uncompleted, it can leave us unsure about what
happens next. Music videos are not always balanced between narrative and
performance.
Vernallis says that in a music video, the video may be
disrupt or break the conventions of continuity editing. It is more likely to
see jump cuts, changes in pace, graphic matches and different cuttings in a
music video rather than a regular video. Also, she mentions that the editing
may be visible and not hidden like continuity style.
Regarding Camera movements, Vernallis states that establishing
shots are one of the key features of a music video and are used frequently as
well as close up shots. Also, the camera is rarely still and it may move in
time with the lyrics.
These are some example that illustrate her ideas:
The imagery of the videos does not exactly relate to the song. Dancers and slightly exaggerated costumes are not relevant to the lyrics.
Again, what we see in the video is not really relevant to the lyrics. However, it is something we would visualise in relation to the song when listening to it. There are various jump cuts and close ups, as well as base tracking
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