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Carol Vernallis - The Kindest Cut: Functions and Meanings of Music Video Editing

Carol Vernallis

Carol Vernallis theory is similar to the theory of Andrew Goodwin. However, there are quite a few differences. There are four main parts 

Narrative:

Vernallis says that the link between narrative and performance are not always balanced. By this she means that the narrative can sometimes be incomplete or fragmented for different reason. A reason can be choice meaning that the musician/artist has decided not include certain details in the work for whatever reason. In my case the carrying on song has different dark rooted themes in the song but for the sake of the video doing well from an audience perspective, it's best to leave it alone, an example of a narrative feeling fragmented is Childish Gambino music video for his album "Because The Internet" and more importantly the video "3005". The video shows Gambino on a Ferris wheel with him and teddy bear with the teddy bear becoming more and more damaged as the video progressed and by the end of the video its seen that a man has been watching the whole time. It is not explained why this is happening, the viewer has to depict and create theories by themselves. Vernallis also states that the narrative may not be the real reason why the music video is driven but the music itself and the visuals are simply used to support the music its self. This can be seen in many standardised rap videos where the artist is not doing anything particularly special. 

Editing

vernallis says that editing in music videos doesn't follow the conventional rules that regular cinema follows. For example, the rule of continuity editing is broken in many music videos to draw attention to the music video. Another thing that she states that editing of visuals may be the real driving force in the music video. An example of this will be the L$D video where the editing is one of the main driving points of the video. The editing in the song relates to the lyrics like stated in goodwins theory but its mainly used to attract the viewers' attention. Also in vernallis theory she states the states that most videos have a main footage that is used to catch the audiences' attention. An example of this will be the "Baby one more time" by britiney spears. in this video you can see the video of her the in corridor mutiple times which will then help drive the narrative of the film


Camera movement and framing

Carol Vernallis says that shooting is one of the main features of a music video and often used in a video and close up shots. The video's framing style, once again, is quite distinct, and the camera may move in time with the lyrics. Extreme shots are also known as master shots are also quite common. extreme shots are seen in asap rockys lsd video where the camera moves in manic motion where the camera will move in manic motions  speeding up and slowing down. 


diegesis 

The world of video music is diegesis in media. Carol Vernallis explains how diegesis is slowly revealed. The video actions will not always be finished and may somehow be interrupted. The video will repeat several times, and some frames will be more important than others because of the way they were shot/framed.



A104Media, 2013. Carol Vernallis media THEORY Interview. Available at: https://www.youtube.com/watch?v=WEwg40tSmPw [Accessed May 14, 2021].

Anon, 2016. Carol Vernallis music Video Theory. Available at: https://www.youtube.com/watch?v=KldCoLpUXHE [Accessed May 14, 2021].

Paige Woods Follow, Carol Vernallis - music Video Theory. Available at: https://www.slideshare.net/paypal12345678/carol-vernallis-music-video-theory [Accessed May 14, 2021].

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