Carol Vernallis' theory

Overview

Has 4 key aspects that all relate around how a music video is produced::

-Narrative
-Editing
-Camera movement/ framing
-Diegesis


Narrative
- A visual response to the narrative, as anything that is happening visually reflects the lyrics of the song.
The music may have a them or a narrative.

Editing
-The video may disrupt conventions of continuity editing, and could break other rules of editing, for example the 360° rule and jump cutting.

Camera - movement/ framing 
- Another key concept is tha music videos have an
have an establishing shot which is a key feature to the video. Videos also include a range of medium and close-up shots which help to establish the artist. This style of camera work is somewhat distinctive to the video as it may move in time to the lyrics or beat of the song. 

Diegisis 
This is the setting of the music video, vernallis explains in her theory how the diegesis will be revealed quite slowly. The actions in the video are not always completed and may disrupted in someway. Repetition is considered key throughout the music video as some frames will appear more important than others due to the specific shooting of that setting.