The document discusses Carol Vernallis' theory on editing techniques used in music videos to manipulate audience attention and engagement. It provides three examples: 1) The music video for "Gucci Gang" breaks continuity to draw focus to a tiger prop through jump cuts. 2) "Havana" by Camila Cabello uses a long close-up shot to focus on her facial expression. 3) The speed of editing is manipulated in videos - examples given are slow motion into faster cuts when the beat drops, and varying shot times during choruses.

1. Carol Vernallis Theory
JAMIE CHARTERS

2. ‘Usual Rules of continuity editing are broken noticeably broken
to draw attention to what is on the screen’
The song Gucci Gang breaks continuity by showing the artist and the tiger, it then cuts to
a close up shot of the tiger and then jump cuts back to a similar shot but at a slightly
different angle. This breaks continuity and forces the audience to focus of the tiger – a
main prop in the video
Havana, the song by Camilia Cabayo uses a close up, which breaks the
continuity of the fast cuts it was using previously. The shot starts when it
cuts from a long shot to a close up. The close up is on screen for 8 seconds,
which forces the audience to pay attention to Camellias facial expression, of
the thinking whether to leave her husband behind. The shot continues when
she is moving.

3. ‘The Speed of Edit is manipulated – sped up or slowed
down’
Editing at the start of the music video is in slow motion to the start of the song, showing women swimming
and getting out of the water. The beat of the song then drops and it cuts to many shots of people dancing
on child's apparatus and in the water – the editing speeds up. The shots also show fast chorography.
Major Lazer’s know no better manipulates the speed of editing, by using a wider range of shots during the chorus and making
the shot time slower – making it faster. This is used because people are dancing to the music, so the editing needs to be fast to
create buzz and energise the audience. Its also conventional for this type of genre and without it, the music video wouldn’t have
been as successful.

4. ‘Music Videos are not always a balance between
narrative and performance’
Queens video, These are The Days of Our lives is purely performance based, with no narrative. The video is in
black and white and shows members of the band playing musical instruments to the camera.
Charlie Puth's, We Don’t Talk Anymore follows a narrative of a couple that have broken up
and are trying to move on with their lives. This music video is solely narrative and has no
performance in it.