Carol Vernallis' theory of genre is well suited for analyzing music videos as it focuses on four key concepts: narrative, editing, camera movements/framing, and digesis. These concepts relate to how music videos are constructed and can help develop music videos in a professional manner using typical conventions. The theory examines how the narrative, editing, camerawork, and presentation of meaning in a music video work together to move the visual story forward in a non-linear way through techniques like fragmented narratives, performance-driven content, and editing that matches the music's pace and lyrics.

2. Carol Vernallis' theory of genre as I believe that it is ideal for music video
theory as it is centred around four key concepts within genre, which all relate
to the way music video is constructed This therefore will help us to
develop our music video in a professional manor and will help us to use
the typical conventions that music video's contain.
 Narritive
 Editing
 Camera movement and Framing
 Digesis

3. Narrative
• Video is a visual response in a way that the lyrics and visuals are linked
• The narrative may be a partial, fragmented narrative
• The video may pose questions that it will not answer
• May be a running montage theme
• Heavily performance based
• Music drives the video forward

4. Editing
• - Editing will match the musical phrase or the beat
• The video may break many of the 'rules' of continuity editing E.g. You may
see - jump cuts, breaks of 180 degree rule and extreme jumps in time and
space E.g You may not see - smooth transitions, match on action and an
even pace throughout
• Editing will be really obvious due to special effects and transitions
• Cutting with the lyrics
• Change in pace
• Actions are used rarely completed and stories suggested but not given in
full
• The camera movement can give an illusion of an edit where there hasnt
been one

5. Camera movement and framing
• When it comes to shot types, extremes are very common
• The style of framing and movement are usually a continuing
theme that is distinctive to that video/genre
• The master shot and close up shots are used frequently
• Main camera shots used in music videos are: Canted or tilted
shots, unusual pans and tilts, extreme high and low angles
and lively features in frame such as glittery surfaces or ripping
light

6. Digesis
• The digesis may be revealed slowly
• Characters may move to the music, E.g. dance sequences
• Some frames may be more important than others
• There may be gaps in the audience's understanding of the
digesis - in time, space, performance and narrative.
• Actions aren’t normally finished which is why there’s an
absence in continuity
• Many repetitions of the same shot from different angles