Carlos Vernallis theory

Narrative

• Suggested that the video is a visual response of the narrative 
• Whatever is happening onscreen reflects the choice of lyrics that the artist is singing
• HOWEVER - The narrative may not always be completed and can be partial with the video appearing disjointed, disconnected and appear in fragments. 
• The video's narrative may be displayed in a montage style rather than one in clear focus. 

Editing

• She suggested that all videos follow the same editing techniques. The editing may also be made visible.
• Most videos will include - JUMP CUTS / CUTTING WITH LYRICS / EXTREME CHANGES IN PACE / JUXTAPOSE FRAMES / GRAPHIC MATCHES

Camera movements and framing

• She states that establishing the shots are one of the key camera features of a music video and are refused frequently throughout a music video as well as close up shots, usually to show off the artist.
• The style of framing of the video again is quite distinctive to the video and also the camera may move in time with the lyrics.

Diegesis (the world of the music video)  

• Will be revealed slowly 
• There will be many repetitions throughout the video and some frames will appear more important than others due to the way they have been shot/framed.