Carol Vernallis - Music Video Theoy

Carol Vernallis is known for her theory based on music video editing. The 4 key concepts she discusses are:
Narrative
Editing
Camera movement/framing
Diegesis

Narrative - Vernallis suggests that the music video is a visual response the narrative of the lyrics. However, the narrative may not always be completed and can be partial/disjointed.
Some videos may display the theme/narrative in a montage.

 Editing - The video may disrupt or break the conventions of continuity editing. The editing may be brought to the foreground of the video through the usage of graphic matches, jump cuts and cutting with the beat of the song.

Camera movement/framing - There must be important establishing shots and the camera should move in time with the beat/lyrics. It is also important that there are close-ups of the artist/star of the video.

Diegesis - This is the setting of the video, which can be revealed slowly through imagery, camera angles and sound separate to the song. Repetition is key here in order to fully establish the setting.