Carol Vernallis

Her theory is based on four key concepts: narrative, editing, camera movement/ tracking & diegesis.

Narrative

Mess around with the order of narrative, think about pacing, keep it interesting.

Editing

Makes it interesting if it breaks normal conversions e.g. jump cuts

Jump cuts = abrupt transitions from one scene of another

Camera movement/ tracking

establishing where you are, master shots, establishing shot, close ups. Making sure these are used throughout.

Diegesis

Where the music video is set, how they reveal it slowly. In Vernallis terms she expresses that the setting may be seen but the viewer may not know where the setting actually is. for example in Beyoncé's run the world.

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Music Video - Final Draft