Carol Vernallis Theory

Music Video Aspects

• Multiplicity of incomplete, sometimes obscure paths

• Unconventional order of shots, more freely

• Time space, character and narrative are revealed incompletely

• Discontinuity: pop video draws us away from the narrative by foregrounding other structures and elements e.g. music/star

• Visual hooks are created, linked by single feature

This theory suggests that the narrative does not always follow a standard path. The visuals on screen may not always be in direct link with the lyrics or song in general. With this, there may not be a clear beginning and ending to the narrative and story within the music video. For example in the music video to Marka, by Dub Phizix there is no clear structure within it and its completely unrelated to the song.