Carol Vernallis

Vernallis' theory is based around four key concepts that all relate to how a music video is produced:

-Narrative

-Editing

-Camera movement and framing

-Diegesis 

Carol Vernallis believes that the music video is a visual response to the narrative, she suggests that whatever is shown on screen reflects the lyrics the artist is singing. However she does say that this may appear at times fragmented, with the narrative being partially complete.

Carol Vernallis suggests that music video editing may often break the convention of continuity editing. She also furthers her theory by saying that the editing will be brought to the foreground, where as continuity editing is invisible almost, the editing in music videos is placed to be visible to the viewer.

Typical shots Carol expects you to see in a music video:

- Jump Cuts

- Breaks of the 30degree rule

- Cutting with the lyrics

- Extreme changes in pace

- Juxtaposed frames

- Graphic matches 

Establishing shots and close up shots are believed to be two key conventions when it comes to the camera movement and framing in music videos.Vernallis believes the style of framing of the video will be distinctive to that particular video and that the camera may even move in time with the lyrics.

Diegesis in the eyes of Vernallis is set to revealed quite slowly. The actions in the video will not always be completed and may be disrupted in some way, there will be many repetitions throughout the music video and some frames will appear more important than others to the viewer.