Carol Vernallis's theory
"experiencing music video"
Vernallis focused on the editing and camerawork within a music video. She found that music videos use more editing than films do, she feels this is because the video needs to keep up with the beat and pace of the song. Editing helps create a clear connection between the audio and visual. This makes the overall video a clear example of disjuncture.
These are the main points of her observation:
· The usual rules of ‘continuity’ editing are broken so the audience solely base their focus to what is on the screen
· Editing is purposely made obvious to focus viewers attention on the video and create excitement
· Jump cuts are frequently used to emphasize the pace of the song
· Cut backs to the base track are a frequent occurrence, giving the video a sense of structure
· The camera moves in time with the music
An example of a music video showing Vernallis's ideas...
Regular jump cuts..clear edits..base track to give structure...special effects!
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