The Carol
Vernallis Theory
Carol Vernallis is a theorist known for her studies on camerawork and
music editing. In her book Experiencing
Music Video: Aesthetics and Cultural Context, she observed that the editing
in music videos are usually very fast compared to film and the editing has a
rhythmic basis closely connected to the song. Vernallis theory is based around
4 key concepts that all relate to the way a music video is manufactured, these
concepts are:
- Camera Movement and Framing
- Editing
Carol Vernallis states that establishing shots
are one of the key camera features of a music video and are used frequently
throughout a music video as well as a range of shots (which may vary in
different songs, depending on the pace and mood of the song). The arrangement
of framing of the video is vital and also the camera may move in time with the
lyrics to parallel certain lyrics of the song to certain images in the video. A
master shot (the main base track that appears throughout the video) is used to
create a structure within the music video.
Editing
Carol Vernallis states that a clear convention of music editing
is that the video may disrupt or break the conventions of continuity editing
seen in television and films. The editing may also be bought to the foreground,
become visible and not hidden to the invisible style of continuity editing that
comes across as natural. Music videos are edited in a way that keeps
continually drawing and maintaining the audience’s attention towards the artist
(who usually is seen performing in the video); this means maximum exposure for
the artist/performer and i s a method of promotion.
For example you may see:
- Jump Cuts
- Breaks of the 30° rule
- Cutting within the lyrics
- Breaks of the 180° rule
- Extreme changes in pace
- Juxtaposed frames
- Graphic Matches
No comments:
Post a Comment