Carol Vernallis Analysis

Carol Vernallis created a theory on music videos and how they work. She then wrote a book 'The Kindest Cut-Functions and meaning of music video editing (2001)" which has been very influential throughout media education. 

Her theory concentrates on 4 key concepts that all relate to the way a music video is constructed:
1. Narrative
-The video is a visual response to the music
-There is not necessarily a balance between narrative and performance
-The narrative is not always complete – it may be a partial, fragmented narrative
-The structure of the video may appear disjointed
-Something drives the video forward, but often it is not the narrative. It could be the music, the performance, a mixture or some other element.
-There may not always be a clear resolution (closure) at the end
-The video may pose questions that it doesn’t actually answer-There may be a narrative or theme running through the video, but in a montage style
2. Editing
-Editing may match the musical phrases or the beat
-The video may break or disrupt many of the ‘rules’ of continuity editing – this is a clear convention
of music video editing.
-Editing may become ‘foregrounded – the edits may be really obvious, to draw attention to themselves as opposed to invisible, continuity editing

For example, you may see:
-Jump cuts
-Breaks of the 30 degree rule
-Breaks of the 180 degree rule
-Cutting against the movement
-Cutting within the lyrics
-Fancy edits or cuts
-Extreme jumps in time and space
-Extreme changes in pace
-Juxtaposed framesGraphic matches
-A style of editing that runs through the video and is distinctive to that video

You may not see:
-Smooth transitions
-Matches on action
-An even pace throughout.

3. Camera Movement and Framing
-When it comes to shot types, extremes are very common.
-The style of framing and movement may run through the video and is distinctive to that video
-The camera may move in time with the music
-The camera may move on the lyrics
-The master shot (or other establishing shots) is used frequently, as are close-ups

4. Diegesis
-The diegesis may be revealed quite slowly
-Actions are not necessarily completed – they may be disrupted or interrupted in someway
-Character or object movements may move to the music
-There may be gaps in the audience’s understanding of the diegesis – in time and space,music, performance and narrative
-Some frames may be more important than others
-There may be many repetitions
eg musical phrases, the beat, other musical elements, themes, lyrics, performance,images, colours, camera positions.

I have chosen 'Good Feeling' performed by American artist Flo Rida to deconstruct and analyse using the Vernallis theory:



1. Narrative: This specific music video has very effective narration. The name of the song is 'good feeling' and throughout the video, the life of the artist and his 'good feelings' are shown.

2.



3. The camera work in this music video is very well done. The beat of the music is continuously complimented by the actions of the people within the music video.