Summary of Vernallis's theory

A SHORT SUMMARY OF THE MAIN POINTS OF VERNALLIS’S THEORY.

Carol Vernallis who studies camerawork and editing on music videos points out that edits come more frequently then films and that the editing seems to have a rhythmic basis closely connected to the song. She points out that the conventions of continuity editing are broken (discontinuity) to draw attention to the screen as all your focus stays with the song and video. Some edits are obvious to draw attention to them like Coldplay in 'Every Teardrop is a Waterfall'. A base track is used to give it a strong structure and that the camera shots are in beat with the music, Coldplay is shown with this base track.