Carol Vernallis Theory

Carol Vernallis studied in depth about the editing and camera work specifically in music videos. She noticed that edits in the music video's were more frequent than in film and that they stood out as disjuncture. She also noticed that the editing had a rhythmic flow following the beat of the song.

The main things Vernallis pointed out was the rules of continuity editing which are broken in order to draw attention to what is on the screen. There are also obvious edits such as swipes, transitions, split screens and special effects which are purely there for drawing more attention. she also mentions that jump cuts are also used, and this is extremely common for music videos, where we may appear to have something random or unexpected. The base is used a lot, to give the video more structure and the camera is usually handheld so we rarely ever see a still image, It's constantly moving in time with the song.