Vernalis's theory

Experiencing music video: Aesthetics and cultural context (2004)

Carole Vernallis studied editing and camerawork in music videos and found that edits in music videos are more frequent than in a film, many edits stand out as disjuncture and the editing seems to have a rhythmic basis connected to the song.

Carole Vernallis concluded that:

- The usual rules of 'continuity' editing are broken in order to draw attention to what is on screen

- Edits may be really obvious to again draw attention to what is on screen 

- Jump cuts are often used

- A master shot (base track) is frequently used to give the video structure

- The camera may move in time with the music

- The speed of the edit is also manipulated

Example: Rizzle Kicks - Lost generation

- Speed manipulation: There is a slow motion shot of when one of the singers is seen diving onto the sofa

- Edits: The artist standing up is blurred out to draw attention to the other artist who is singing. Editing is used to add text to the video to establish who the artists are and the name of the song. Editing is also used to enhance the flash on the camera to show that he is taking a picture

- Master shot: The artists are seen multiple times in the big brother diary room and on the sofa throughout the whole video.