Carol Vernallis is another music video theorist that I have studied. Her theory was based around editing and camerawork and consisted of theories such also thought that this may be indication of disjuncture. Another idea she had is that editing seems to have a rhythmic connection to the song.
Other main points she discussed in her theory are:
The typical convention of 'continuity' editing being broken in music videos to draw attention to whatever is on screen. Therefore, shots are occur more quickly and can be paced according to the beat of the song.
Edits are extremely obvious to draw attention to them selves , such as wipes and special effects needed.
Jump cuts are often used. For example, Ariana Grande uses a variety of jump cuts throught her music video to enhance the image of 'lustful' women.
Master shot within the base track is used to give the video a tight structure. This is conventional and most music videos use this as a foundation for their music video. This is explored music video Ego by Beyonce below.
The camera or editing techniques may be in time with the music
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