Carol Vernallis
Carol Vernallis is a theorist that analysed editing in the music videos and Hollywood film. She identified distinct approaches to each.
-Discontinuity:Carol Vernallis believed pop videos draws us away from narrative by foregrounding other structures. For example in the video below: Don't go - Wretch 32. The artist is made prominent in the video rather than the narrative this puts emphasis on structures such as cinematography, editing and the artist itself.
-Sometimes all elements such as colour, editing and cinematography are equal, but sometimes one is dominant and others subordinate
- Time, space, characters are revealed incompletely. For example they are revealed in stages through the use of shots in no order.
- Multiplicity of incomplete shots which create obscure paths.
-The order of shots are unconventional as they don't have to follow in logical order like what we would see in film. The shots can shift freely, in the example below you can see three shots they are not in a logical order. This is conventional of Pop Videos as the narrative is usually intercut with performance shots. These shots are not continuous however they are still linked by a single feature which is shape in this case and also color as in all shots low key lighting is used.
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