Carol Vernallis- editing theory

"Music videos are musical and so are sections of today’s fi lms, through their music-heavy accompaniments and bombastic or fi nely grained diegetic and nondiegetic sounds. Th e odd one out might appear to be YouTube. I’d argue that YouTube’s most viewed content is music video, and many clips, though they’re not quite music videos, function similarly (the 2008 Obama campaign clip “Yes We Can” is one example). User-generated content like mashups and remixes count as well. Brief verité clips like “Haha Baby” and “Th e Sneezing Baby Panda” also refl ect intensifi ed audiovisual aesthetics. YouTube clips become popular under tremendous Darwinian pressures. Th ose that come to the fore oft en showcase close, audiovisually heightened, parametric aesthetics even if they also refl ect a more direct rendering of the world. A clip like “Evolution of Dance” possesses an uncanny rightness of proportion, color, scale, and graphic values that could be modeled as an animation, and the interaction between dancer and played-back, popsong-medley is musical".(1)

Her theory has 4 main concepts all related to how a music video is produced
-Narrative
-Editing
-Camera movement/framing
-Diegesis

NARRATIVE 
Whatever is happening visually reflects the lyrics in the song. Narrative may not always be completed and can be partial with the video appearing disjointed, disconnected and fragmented. if the video is incomplete it may lead to questions which wont necessary be answered throughout the music video. Vernallis also states that in the end of a music video there may not be a clear ending for the audience. This may be because of the narrative not being finished, appear fragmented or be open to the audiences own interpretation.

EDITING
The video may disrupt or break the conventions of continuous editing. The editing may also be brough to the foreground, instead of the invisible style of continius editing, meaning that the video will have a distinctive style throughout eg. jump cuts, cutting with the lyrics or beat.

CAMERA MOVEMENTS/FRAMING
States establishing shots are one of the of the key features of a music video, as well as medium and close up shots which establish the artist. The style of framing of the video is quite distinctive to the video, the camera may also move in time with the lyrics or beat of the song. Master shots are common too as establishing, keeping everyone in view.

DIEGESIS
The setting of the music video/ The 'world' created within the video. Would also  be revealed  quite slowly to allow the story to develop. The actions in the video are not always completed and may be disrupted in some way. Repetition is also key as some frames will appear more important than others due to the way they have been shot.

 "We can thus define music video, simply, as a relation of sound and image that we recognize as such"(2)

bibliography
(1) https://replayitoreraseit.files.wordpress.com/2016/06/unruly-media-vernallis-c.pdf
(2) Carol Vernallis (2013) YouTube Music Video, and the New Digital Cinema, 198 Madison Avenue, New York, NY 10016, Page 11