Assignment 17: Carol Vernallis theory

Theory point 1

Usual rules of continuity editing are broken to draw attention to what is on screen

• Constant cutting to different locations

Rihanna – we found love

Theory point 2

Edits can be done really obviously and noticeable to draw attention to themselves such as wipes and special effects

• Special effects to create intentional visuals

Rihanna – we found love

Theory point 3

Jump cuts are often used

• Jump cuts during argument in the car

• Choppy cuts follows beat of the song

Rihanna – we found love

Theory point 4

A base-track master shot is frequently used to give the video structure

• The base track adds structure, cutting throughout , in between the narrative

Rihanna – We found love

Theory point 5

The camera moves or sways in time to the music

This can be seen in ‘I hate you I love you’ by gnash, where the movement of the camera matches the tempo of the song maintaining the mood and tone.

Theory point 6

 Speed of edit is manipulated - be it speeded up or slowed down

Shot of the couple engaging in sexual intercourse is sped up to emphasize time passing, also reinforces recklessness and inability to stay in control, under the influence of drugs.Rihanna – we found love

Theory point 7

MV's are not always balanced between narrative and performance

There is no balance between performance an narrative – narrative is predominant in comparison to the performance in the video .Rihanna – we found love

Theory point 8

MV's don't always have a narrative resolution at the end

In Rihanna – we found love, we see look into a glimpse of the crazy life between the couple and there is no resolution as we are left to wonder what happens to them as it ends with her in the corner of a room.

Theory point 9

MV's often pose questions in the narrative that are not answered within the video

In Rihanna – we found love, we never see how the relationship started or how they ended up in those turn of events etc. It poses the questions, How did the couple get together? What happened to them? etc and we as an audience are left to contemplate this.