THEORISTS- Carol Vernalis's Theory

Carol Vernalis has the theory that editing throughout music videos are quick paced and disjunctured compared to movies in order to draw attention to whats on screen (mainly the artist). She says the edits are quite obvious and fast usually with special effects added to make the video more interesting to watch. Also, the camera seems to move in time with the music and edits are cut to the beat.

Here are a few examples of this theorists observations:

Rihanna- S&M video: 

This particular video displays some of her theories as it shows many disjunctured edits that all focus around the artist.




Scissor Sisters- Don't feel like dancing: 

This video explores the use of special effects through editing, added in post production to show that not all music videos have to be straight forward!




Gewn Stefani- What you waiting for: 

This video shows the theorists views of quick edits that are noticeable specifically to focus our eye on the artist in her many different costumes and scenes.