Carol Vernallis
Carol Vernallis theory is one based around four key concepts and these concepts relate to the way the music video is manufactured. Her four concepts are
- Narrative - Video is a visual response to the narrative and therefore whatever happens onscreen reflects the choice of the lyrics that the artist is singing.
- Editing - She suggests that all videos follow the same editing techniques. Most videos will include, Jump Cuts, Cutting with lyrics, Extreme changes in pace, Juxtaposed frames and Graphic matches.
- Camera Movement and Framing is used in a key way to show the lead singer as a star so they can show off the band. The video and camera will often move at the same time as the lyrics.
- Diegesis is the world of the music video and this will be revealed slowly throughout the video. some frames seem more important than others due to the way they have been framed and shot.
