Carol Vernallis's Theory

Vernallis's theory is based upon music editing. The theory has four main concepts which consist of:

1. narrative
2. editing
3. camera movement/ framing
4. diegesis

For the narrative aspect of the theory, it could be either to reflect the lyrics, or it could be disjointed from the lyrics, or it could thirdly be shown in the style of a montage. Vernallis's theory suggests that the video is a visual response to the narrative.

For editing, the theory states that the music video could disrupt continuity editing's conventions. Music video's typically have a continuous style throughout the whole video. For example breaking the 180 degree rule breaks the continuity editing, as do juxtaposed frames. However graphic matches don't disrupt it.

for camera movements and framing, Vernallis states videos each have the important establishing shot. For example, throughout music videos with the artist as the protagonist, the video will include a range of close up and medium shots to establish the artist and their importance. Additionally, the camera and shots could move in time with the lyrics and the beat of the song.

For diegesis, this is the setting of the music video (the location/ where it takes place). Vernallis states that the diegesis is revealed slowly. The video's action could be incomplete or disrupted. Repetition is a key aspect of music videos. Some frames are more important to others due to the shooting of those frames.