ASSIGNMENT 17 – CAROL VERNALLSIS THEORY

BY SAM , BEN, TOM AND MAX

NARRATIVE

• A MUSIC VIDEO IS A VISUAL RESPONSE TO THE SONG AND LYRICS OF THE SONG, NOT THE OTHER WAY AROUND. THE VIDEO SHOULD SUPPORT THE LYRICS AND THE GENERAL MEANING OF THE SONG, BUT THE ARTIST OR BAND SHOULD REMAIN DOMINANT, SO THEY CAN APPEAL TO AN AUDIENCE.

• THERE DOES NOT NEED TO BE A  BALANCE BETWEEN NARRATIVE AND PERFORMANCE. A SONG CAN HAVE A FULL VIDEO OF NARRATIVE, OR FULL OF PERFORMANCE OR A MIXTURE. 

EDITING

• EDITING MAY MATCH THE BEAT OF THE SONG, LINKING THE VISUAL IMAGES TOGETHER THIS WAY, THE AUDIENCE REALISES THAT THE BEAT/RHYTHM LINKS TO THE MUSIC VIDEO.

• MUSIC VIDEOS CONSTANTLY BREAK OR DISRUPT THE "RULES" OF CONTINUITY EDITING. THIS IS THE MAIN CONVENTION OF MUSIC VIDEO EDITING.

CAMERA

• THE CAMERA SHOULD MOVE IN TIME WITH THE MUSIC, JUST LIKE THE EDITS SO IT CAN CREATE A FOCUS ONTO THE ARTIST.

• REPETITION IN THE MUSIC VIDEO IS REALLY COMMON TO PORTRAY A MESSAGE OR MEANING THE STYLE OF FRAMING AND MOVEMENT ARE USUALLY A CONTINUING THEME THAT IS DISTINCTIVE TO THAT GENRE OR TYPE OF MUSIC VIDEO.

DIEGESIS

• DIEGESIS IN MUSIC VIDEOS IS KNOWN AS THE "WORLD" INSIDE THE VIDEO. • IT SHOULD BE REVEALED SLOWLY ALLOWING INTERVENTIONS, AND A STORY

TO DEVELOP OVER TIME. • REPETITION IS VERY IMPORTANT IN A MUSIC VIDEO BECAUSE IT ALLOWS THE

ARTIST TO GET A MESSAGE ACROSS THROUGH THE CONCEPT OF QUANTITY, THIS WILL ALLOW THEM TO CREATE A WORLD FOR THEIR SONG THROUGH THE VIDEO.

USUAL RULES OF CONTINUITY EDITING ARE BROKEN TO DRAW ATTENTION TO WHAT IS

ON SCREEN• I NEED YOUR LOVE BY CALVIN HARRIS, CONSTANTLY CUTS FROM ONE SCENE

TO ANOTHER. THE VIDEO IS NOT SET IN ON PARTICULAR LOCATION. THEREFOR IT IS BREAKING THE RULES OF CONTINUITY.

EDITS CAN BE DONE REALLY OBVIOUSLY AND NOTICEABLY TO DRAW ATTENTION TO THEMSELVES SUCH AS WIPES AND SPECIAL

EFFECTS• THE SPECIAL EFFECTS USED IN HOW DEEP IS YOUR LOVE IS DONE TO SHOW

THE IMPORTANCE OF THE ROLE THE WOMEN PLAYS IN THE VIDEO AND TO DRAW ATTENTION TO HER.

JUMP CUTS ARE OFTEN USED

• GANGNAM STYLE USES A FREQUENT AMOUNT OF JUMP CUTS TO MATCH THE ENERGY AND EXCITEMENT OF THE SONG. THE USE OF MONTAGE EDITING ALSO ALLOWS THE AUDIENCE TO SEE A VARIETY OF SETTINGS.

A BASE-TRACK MASTER SHOT IS FREQUENTLY USED TO GIVE THE VIDEO

STRUCTURE• ONE TIME BY JUSTIN BIEBER USES A BASE TRACK MASTER SHOT TO GIVE THE

VIDEO STRUCTURE AND TO BREAK AWAY FROM THE NARRATIVE. IT CAN ALSO BE DONE IN THIS VIDEO SO THAT THE ARTIST CAN COMMUNICATE AND INTERACT WITH THE AUDIENCE TO BREAK DOWN THAT FOURTH WALL. THIS IS DONE IN MANY PERFORMANCE MUSIC VIDEOS.

THE CAMERA MOVES OR SWAYS IN TIME TO THE MUSIC

• WHAT DO YOU MEAN BY JUSTIN BIEBER USES THE CAMERA MOVEMENT TO MAINTAIN THE TEMPO, MOOD AND GENERAL VIBE OF THE SONG.

SPEED OF EDIT IS MANIPULATED WHEATHER IT BE SPED UP OR SLOWED DOWN

• WHERE ARE YOU NOW BY JUSTIN BIEBER USES THE THIS TO EMPHAISE THE PASSING OF TIME. IT CAN ALSO BE USED SO THAT THE VISUALS MATCH THE TEMPO OF THE SONG.

MUSIC VIDEOS ARE NOT ALWAYS BALANCED BETWEEN NARRATIVE AND PERFORMANCE

• TAKE ME TO CHURCH IS A PERFECT EXAMPLE OF THIS AS THE VIDEO IS PURELY NARRATIVE. THIS IS DONE TO CREATE A GENERAL MEANING BEHIND THE LYRICS AND TO ADDRESS A GLOBAL TOPIC OF HOMOBIPIA. THE USE OF THE NARRATIVE IN THIS VIDEO IS USED TO CREATE SYMPAHTHY FOR THE ACTORS.

MUSIC VIDEOS DON’T ALWAYS HAVE A NARRATIVE RESOLUTION AT THE END

• KISS ME BY OLLY MURS, SHOWS THE MAIN CHARACTER (IN THIS CASE THE ARTIST) GOING ON LOT’S OF DIFFERENT DATES WITH GIRLS AND KISSING THEM HOWEVER THERE IS NO RESOLUTION IN THE END OF THE VIDEO, LEAVING THE AUDIENCE OF A CLIFF HANGER.

MUSIC VIDEOS OFTEN POSE QUESTIONS IN THE NARRATIVE THAT ARE NOT ANSWERED

WITHIN THE VIDEO• BAD BLOOD BY TAYLOR SWIFT, SHOWS TO SEPARATE GROUPS OF WOMEN

PREPAREING TO FIGHT ONE AND OTHER. WHEN THE TWO GROUPS COME TO FIGHT EACH OTHER THE AUDIENCE IS AWARE THE FIGHT IS GOING TO TAKE PLACE HOWEVESEENS NO ACTUAL FOOTAGE OF THE FIGHT. THIS LEAVES THE AUDIENCE TO QUESTION WHY ARE THEY FIGHTING AND WHO WON THE FIGHT.