
Carol Vernallis' theory:
1) Narrative:
- The video is a response to the music
2) Editing:
- The editing will match the musical phrase/beat
- Continuity editing is sometimes broken
3) Camera Movement and Framing:
- Mostly close ups and long shots are used
- Usually
4) Diegesis:
- Some frames might be more important than others
- There may be gaps in the audience's understanding of the diegesis - in time, space, performance and narrative.
- There isn't a balance between the narrative scenes and performance scenes
- The video may pose questions that it will not be answered in the video
- Characters or performer usually moves to the music
- The diegesis may be revealed slowly

Andrew Goodwin's theory:
1) Narrative and performance:
- Music videos contain typical genre characteristics
- It should be a balance between performance and narrative so that it is interesting
2) Star image:
- This has a big part it the production of the music video
- Gives the artist a particular look
3) Relation of visuals to the song:
- Three are three main ways to promote a song through a music video
a. Illustrate- a set of images to show the meaning of the lyrics and genre
b. Amplify- the meaning and effect of the song is shown through the video to change the way we listen to the song
c. Disjuncture- the meaning of the song is ignored completely
4) Technical aspects:
- Mise en scene
- Editing
- Camera movement and angles
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