RESEARCH | Carol Vernallis' Theory

Carol Vernallis' Theory

Vernallis is a music video theorist. Some of her main ideas include:

1. Editing reflecting the music.

2. Role of editing in narrative. 

3. Synchronised image and sound. 

4. Close ups of lead singer in music videos. 

(camera work, editing, narrative & diegeis)

Vernallis talks about how the music video is a visual response to the narrative. She states that the music video must relate to what the lyrics however, she knows that not all narratives are complete. 

Carol mentions that although some video concepts are completely different to the actual lyrics there is always one element which tends to drive the video forward, whether that be a prop, setting or visual effects. 

In terms of camera work the music video theorist states that music videos often show an establishing shot of a certain location in slow motion so that the audience is able to try and think why the director chose that location for the music video. Nevertheless, another key camera work concept that shows up quite a lot during the introduction of a music video is, a close up of the artist so that the audience can see the artists' main expression, feelings and emotions. 

Furthermore, during the editing process Carol Vernallis says that music videos may often break the conventions of a seamless music video by showing jump cuts, juxtaposition, pace changing etc.

Finally, the diegesis is the music video world, which is slowly revealed to the viewer as the music videos rolls through. In order for the diegesis to be revealed in the music video, there should be some shots and locations which are more important than the others. The audience can establish the importance of these location by the repetition and screen time an artist/location has.

A music video example of Carol Vernallis' theory is "Rihanna- What Now"