Theory - Carol Vernallis.

Vernallis' theory centres around 4 key concepts that all relate to the way a music video is constructed:

• Narrative

- Carol Vernallis says that a video is a visual response to the music, that there is no necassary balance betweeen the narrative and the performance. She claimes the structure of the video may be disjointed, having a lot of incomplete and sometimes obscure paths although the visual hooks create continuity. That the order of shots are unconventional as the shots shift freely between each one. Something drives the video forward, but often it is not the narrative. It could be the music, the  performance, a  mixture or some other element. There may bot be clear closure at the end  and the video itself may create questions that don't actually have answer.

• Editing

- In the editing she says that editing may match a musical phrase or a beat. Also that the video may break the rule of continueity editing. That there may be alot of editing which over powers more unnoticable editing. The fancy editing is more seen rather than the others for example, you would notice an extreme jumps in time or a graphic match rather than a smooth transition or match on action.

• Camera Movement and Framing

- She thinks extreme shots are very common out of all shot type as well as establishing shots and close ups. Also that the style of framing and movement may run through out the video which therefore makes that look distinctive to that video. The camera may move in time with the music and the lyrics.

• Diegesis

- The diegesis may be revealed slowly and there may be gaps in the audiences understanding of the diegesis. The character or object may move in time with the music, also some frames may be more important that others.