What is: Carol Vernalis Theory

Carol Vernallis

Carol Vernallis is an author and teacher of Film and Media Studies at Stanford University. Vernallis' theory is mainly based on four key areas.

1. Narrative
A music video is a visual response to the song and lyrics not the other way around. The video should support the song and lyric meanings but the artist should remain dominant. This is to appeal to the audience. There doesn't not need to be a balance between narrative and performance. A song can have a full narrative or full performance. A lot of the time, performance takes prominence in order to showcase the star.

2. Diegesis
The world inside the video, this is revealed slowly allowing interventions and a story to develop over time. Repetition is key in music videos because it allows the artist to get a message across through the concept of quantity. It means they can create a world for their song through the video.

3. Camera Movement and Shots
Extremes are very common with establishing shots, even if they are extreme close-ups. Music videos try to avoid shots such as mid-shots. Styles of framing and movement run through the video.

4. Editing
Editing will sometimes match the instruments or beat linking visual images. The audience realise the beat links with visual images and they relate this to other aspects of the video. Music videos constantly break or disrupt the rules of continuity editing.

Magnets - Disclosure ft. Lorde

Narrative: Clear narrative throughout. Video corresponds to the lyrics and the artist Lorde is shown throughout to present to the audience that she is the artist and the focus should be on her.

Diegesis: The narrative of the video is revealed over time, it is unclear to start with but in the end is revealed. Repetition is used with the presence of the characters and of Lorde.

Camera Movement and Shots: Close up shots on Lorde, Number of moving shots following her around. Panning movements.

Editing: A lot of the editing is to the beat of the music and there is a large montage towards the end of the music video. This creates extra interest in the video and the audience are draw in more.

The music video makes a clear link to the theory of Vernallis and applies to all of the factors in her theory. The video makes it clear that Lorde is the artist and the key character in the video, also adding a sense of iconography through her iconic styling and dance style.