Thursday 4 December 2014

How carol vernallis's theory has been used in our music video?

The main points of Vernallis's theory are predominately focused on the editing aspect of a music video rather than the illustrative or aesthetic focuses of Goodwin or Mulvey's theories. Vernallis's observations spoke of the rules of continuity editing being broken in order to draw focus upon whatever is being shown in the music video, she also mentions that a master shot is used to bring structure to the production and she says that obvious edits are used to draw attention to themselves. Lastly she mentions that the camera may move in time with the music at times throughout and that jump cuts are also a frequent aspect of a music video. As for our music video, I would say that Vernallis's theory is the one that our music video mainly follows the conventions of as our editing style definitely breaks the rules of continuity editing throughout in order to publicize our narrative as well as give equal screen time to our performer. Most definitely master shots have been used in our music video to give us a guideline as to what goes where in the video, which has been a huge help. in fact, at one point master shots became a main focus of ours as we had at least nine to work with but was able to cut it down to a more reasonable and feasible amount. Moreover, we had quite a lot of camera movement and jump cuts in our music video especially around the narrative areas in order to draw attention to the events unraveling within it. surprisingly I don't see where we have challenged Vernallis's theory, which is somewhat satisfying as I believe that every point made in her theory is part of what makes an excellent music video.

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