Carol Vernallis developed a theory about music videos that focused on four key concepts: editing, narrative, diegesis, and camera movements/framing. She believed that editing in music videos is more frequent and draws attention through techniques like jump cuts. Narratives can be disjointed and incomplete as long as the song remains the focus. Diegesis refers to the world of the video that is revealed slowly through repetition of images with little sound. Camera movements often sync with the music and utilize close-ups and extreme shots to emphasize the performer.

1. Carol Vernallis

2. • Carol Vernallis is an important media theorist
who had a theory about music videos. Her
theory revolves around four key concepts,
these being-
• Editing
• Narrative
• Diegesis
• Camera Movements and Framing.

3. Editing.
• It is more frequent and obvious in music videos.
Effects such as a ‘wipe’ will be used to draw
attention into what is happening.
• Continuity is sometimes broken in order to gain
the viewers’ attention.
• Certain effects such as jump cuts are used in
music videos more regularly than other forms of
media.
• Sometimes the edits match the music, which can
look really effective.

4. Narrative.
• Vernallis believes that music videos are created in
response to the song and lyrics, so the video
should reflect the lyrics.
• She therefore believes that it does not really
matter how much of a video is narrative, and how
much is performance, as long as the song is the
key focus point.
• The story or narrative does not always have to be
complete, and can be disjointed. Continuity is not
always necessary, as it may make the viewer
focus more on the video than the lyrics.

5. Diegesis.
• Diegesis is the world of music videos. Vernallis
explains that this is revealed slowly, so that
the story can develop over time.
• Repetition is frequently used, and is very
important. The images present are more
important as there is little/no sound.

6. Camera Movements
and Framing.
• Certain shots such as establishing and close up
ones are frequently used. Extreme shots are
also very common.
• The cameras often move in time with the
music, which is a feature very specific to music
videos.
• These features put the emphasis on the artist
or performer.