SResearch- Summary of Carol Vernallis's Ideas

Analysing media language in music video’s: Carol Vernallis

Carol Vernallis studied editing and camera work closely in music videos. She found that music video’s use frequent edits and seem to have a rhythmic base closely connected to the song, because it cuts in time with the beat. Continuity editing isn’t used and this is to draw attention to the visuals on the screen. Instead jumps cuts, special effect and wipes are used to cut out continuity and draw attention to themselves. Vernallis identified that base tracks are frequently used to create a structure for the music video. The camera is not static and is constantly moving at all times following the artist.

(Rita Ora- How we do)

This video illustrates Vernallis's ideas on the technical look of music videos. The camera isn’t static and constantly moves following the artist. There is evidence of a base track due to the repetition of shots in the party scene. This is an upbeat song which is why the editing is fast paced and cuts to the beat of the song.

Littlemix 'Wings' 

This video clearly prove's Vernallis's theory on music videos. There is evidence of a base track and the editing cuts to the beat. Transition effects are used,split screens and jump cuts. This evidently captivates audiences and mirrors the upbeat temp of the song.