Carol Vernallis' Theory

Vernalis' theory simply outlines the fact that editing in music videos has a big contrast to that of a TV programme or a film. She states that editing in film is much more frequent and that it has a rhythmic basis heavily connected to the song that it's for. For example, jump cuts are often used in music videos, which usually increases the pace of the video and keeps the viewer interested, as it would look a bit bland without this type of editing. As well as jump cut editing, music videos tend to use base tracks. This again keeps the viewer interested and gives the video more variety and a more music video feel to it. Lastly, characters in music videos tend to look at the camera, which involves the viewer in the video and keeps them interacted with it. For example, in a class task we counted how many times the two Rizzle Kicks look at the camera in their video for Lost Generation and we counted 25 times.