Carol Vernallis is associate professor of Film and Media Studies at Arizona State University.
In her theory :,
She noted that the usual rules of 'continuity' editing are broken in order to draw attention to what is on the screen.
Also, edits may be really obvious to draw attention to themselves like wipes, boxes and other special effects that are added. For example Franz Ferdinand - Can't Stop Feeling
In addition, jump cuts are also of utmost importance.
She observed that edits in music video come much more frequently than in film and that many stand out as disjuncture. For example Michael Jackson's Man in the mirror
Master shot or base track are frequently used to give the video a structure.
Camera move in time with the music. For example Mark Ronson & The Business Intl - The Bike Song
Finally, she noted that the editing seems to have a rhythmic basis closely connected to the song. For example Mary Mary Walking.
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