Carol Vernallis Theory

Carol Vernallis theory is based on music video editing; it's based around four key features that relate to the way a music video is manufactured, the concepts are as follows:

1. Narrative 
2. Editing
3. Camera Movement and framing 
4. Diegesis 

1. Narrative 

Vernallis when describing her theory conveys that the video is a visual response to the narrative, where what is happening onscreen reflects the lyrics the artist is singing. She further suggests how the narrative may not be completed in ever example and can be connoted with a video appearing disjointed, disconnected and appear in fragments. The music video has an object or goal that is driving it forward (doesn't always have to be the narrative) it could be signified as the music, or a moral message behind the visuals or a different element in the video. However if the music video is left unfinished it could lead to arisen questions and enigma (conforming Barthe's theory) about the narrative that won't 100% always be answered throughout the duration of the music video. Lastly regardless of the fact the video may have a theme or narrative; the visuals are denoted and displayed in a montage (non-linear narrative) rather than a linear narration. For example in selena Gomez's, 'Kill them with kindess' there is a montage shot and non-linear narrative conforming to vernallis theory. 

2. Editing 

In the second concept of the theory; editing, Vernallis states that a clear and common convention of music editing is that the video may disrupt or break the conventions of continuity editing. The editing of the music video becomes more dominant where it isn't hidden, opposing the style of continuity editing. For example; in the music video, 'Lost Generation' by Rizzle Kicks uses jump cuts throughout their music video, however more so in the scenes of the artist in the kitchen at the start of the video making the target audience able to encode and conform to the Carol Vernallis theory. 

Another music video example that conforms the editing aspect of Carol Vernallis' theory is 'Good Intentions' by Dappy. Throughout the music video the artist Dappy is walking through the location, the entirety of the video is denoted in slow motion. Other examples of editing techniques that as a style running throughout; include; 

• cutting with lyrics
• Breaks of the 360 degree rule 
• extreme changes in pace 
• graphic matches 

3. Camera Movement and Framing 

Carol Vernallis also states that within camera movement and framing, establishing shots and close ups are one of the key camera features of a music video, commonly used throughout the duration of a music video. The style of framing (e.g. rule of thirds) of a video, is distinctive to a video and the camera movement is parallel and synchronous to the non-diegetic/diegetic lyrics.  For example music videos such as Becky G, Shower, dominantly portray and denote extreme close ups connoting the artist and her relationship with the image or person in the close up shot. 

4. Diegesis 

Last but not least, in terms of media the diegesis is the world of the music video; all the creative elements that are signified as existing in the world connoting in the narrative. Carol explain how the diegesis is revealed slowly and gradually throughout the video, where the actions in the music video won't always be completed but distorted in some way.  There will be many repetitions throughout the video and some frames will signify as more important due to the way they have been shot/framed. For example in 'Shower' by Becky G the slow pan into a close up of the girl drinking from the water bottle, is to of more importance as it connotes a branding or advertisement for an object outside the music video.