Carol Vernallis Theroy

Carol Vernallis is a professor of film and media studies at Stanford, she is most known for her Theories surrounding music editing. Vernallis's theory is based around 4 key components that all relate to how a music video feels, its connotations atmosphere and tone for example. these concepts are:
 -Narrative
 -Editing
 - camera movement and Faming
 -Diegesis

Vernallis suggests that a music video is a visual response to the narrative of the lyrics. therfore whatever we see on screen is a representation, either literal or abstract of what the lyrics in the song put forth. However, Vernallis then explains how the narrative may not be completed and can be partial, with the video appearing disjointed, disconnected and appear in fragment, rather than a continuous. A music video always has something driving it forward, this doesn't necessarily mean the narrative, it could the music itself or the lyrics within the song, or any other element of the video.
However if the video is left incomplete, whether technical or narratively, it can lead to the creation of enigma codes within the video, raising the viewers curiosity and intrigue. Although the video may have a theme or narrative that runs throughout it, it is most likely displayed in a montage style, rather than in one clear focus.

Vernalis also states that a clear convention of music video editing is that the video may disrupt the traditional conventions of continuity editing. the editing may also be bought to the foreground, for the  viewer to see, for it to become visible rather than the traditional style of continuity editing. This essentially means that the video will have a style od editing running throughout it which is distinctive for the video, we may see;

-Jump Cuts
-Breaks Of The 30' Degree Rule
-Cutting With The Lyrics
-Extreme Changes In Pace
-Juxtaposed Frames
-Graphic Matches

Vernallis's theory also tells us that establishing shots are one of the key camera features of a music video and are used frequently throughout a music video and also the camera may move in time with the lyrics, extreme shots are also known as master shots and are extremely common.