T8-Media theorist

Carol Vernallis:
Carol centres around 4 key concepts that all relates to the music videos and they are

• Narrative
• Editing
• Camera movement and framing
• Diegesis.

On narrative, Carol said

• the video is a visual response to the music
• there isn't necessarily a balance between narrative and performance
• the narrative is not always complete- it sometimes may be a partial, fragmented narrative 
• there are things that drives the video forward, but often it is not the narrative. It could either be the music, the performance, a mixture or some other element. 
• its not all the time we get a clear resolution at the end
• videos may pose questions that dnt have an answer
• there sometimes might be a narrative or a theme running throughout the video, but in a montage style.

On editing, Carol said:

• Editing may match the music phrases or the beat. 
• The video may break or disrupt many of the rules of continuity editing, (a clear convection of music video editing)
• Editing may become a foregrounded- the edits may be really obvious, just to draw the attention to themselves as opposed to invisible, continuity editing.

Example of this present in some music videos:

1. Jump cuts 
2. breaks of the 30 degree rule
3. beaks of the 180 degree rule
4. cutting agains the movement
5. cutting within the lyrics
6. Fancy editing or cuts 
7. Extreme jumps in time and space
8. Extreme changes in pace
9. Juxtaposed frames
10. Graphic matches 
11. As style of editing that runs through the video and is distinctive to that video. 

Things you may not see:

smooth transitions

Matches on action and an even pace throughout the vid. 

On camera Movement and Framing, CV said:

• When is comes to shot types, extremes are very common. 
• Style of framing and movement may run through the vid 
• The camera may move in time with the music
• The camera may move on the lyrics
• Master shot (establishing shot and close up) are used on a frequent basis.

On Diegesis, 'the world of the music vid' CV said:

• The diegesis may be be revealed quite slowly
• Action are not necessary completed, they may be disrupted or interrupted.
• Characters or object movement may move to the music
• There may be gaps in the audience's understanding of the diegesis
• Some frames may be more important than others. 
• There may be many repetitions. E.g. musical phrases, the beat, camera positions, themes, lyrics, camera positions and other musical elements.  

Andrew Goodwin:
Goodwin's explains his theory by in 6 different ways all within the convection within a music vid.

1. Music vid demonstrate genre characteristics, Andrew recognised that most artist have a trend of repeating certain action within the music in order to establish it as their trademark action and therefore making their song recognisable because of its reoccurrence E.g.  stage performance in metal vid. example 'JLS'
2. Relationship between lyrics and visuals, lyrics are sometimes represented with images and sometimes contradict the lyrics.  an example is Adele's- 'someone like you' and Jessie J-'price tag'
3. Relationship between music and visuals, the tone and atmosphere of the visual reflects that the music. 
4. Multiple close-ups of the main artist vocalist to promote a recognisable brand image. 
5. A frequent ref to notion of looking,  for example 'voyeurism' a type of camera angles that captures woman and make them enticing to the male audience  i.e 'whats my name'
6. There are often intertextual ref. Goodwin recognised that that most music vid include either visuals or lyrics of a song to be a direct ref to another media text, commonly used to engage their audience and provide them gratification if they recognise the ink.