Research Task: Carol Vernalli's Theory

Experiencing Music Video: Cultural Context

Her theory:

She observed that edits in music videos are much more frequent compared to edits in a film and that many stand out as disjucture with a rhythmic basis closely connected to the song

Main Points of Observation:

· Rules of 'continuity' editing (usually found in classic broadcast fiction) are broken in order to draw attention to what is on screen

· Edits may really obvious to draw attention to themselves e.g. wipes and special effects

· Jump cuts used often

· A master shot (base track) frequently used to give the video a structure

· The camera moving in time with the music

Coldplay - Viva La Vida, a lot of jump cuts and special effects

Vato Gonzalez ft Foreign Brother- Badman Riddim, camera moves in time with the music

 

Rihanna -Umbrella, frequently uses base tracks to structure her video