Analysing media language in music videos - Carol Vernallis

Carol Vernallis  

Carol Vernallis through study of media language in music videos observed five main editing and camera work techniques:

·      The usual rules of  ‘continuity’ editing are broken in order to draw attention to what is on screen

·      Editing may be really obvious to draw attention to themselves, such as wipes and special effects added

·      Jump cuts are often used

·      A master shot (base track) is frequently used to give the video a structure

·      The camera may move in time with the music.

One music video that illustrates some of these points is Wretch 32 ft. Example – Unorthodox.

In this video many of Vernallis’ points are demonstrated here. Minimal amount of jump cuts were used, but I spotted some when the girl in the yellow coat was dancing.  Slow motion was used when the shoes were flying in reverse and at the end of the video when they’re walking. There were obvious edits with, for example, 20 separate edits in the first chorus, or when the shoes are flying. The artist constantly made eye contact with the camera and there were repeated shots of the artist. There was also use of base track and there was also editing in time with the beat.

Another music video that illustrates some of Vernallis’ points is Mark Ronson ft. the Business Intl. – The Bike Song.

In this video points such as jump cuts are shown for expel when bike thief is riding the bike but then starts to lose control. Slow motion is shown when the three girls where riding past on their bikes. Obvious edits, such as the very fast editing during the drumroll in the music. The camera moves with the music when, again, the girls are passing in the bicycles. Also, like with Wretch 32 the artist makes eye contact with the camera, but in this video it is done less frequently. Similarly there are repeated shots of the artist, use of base track and editing in time with the music.

This shows that music videos share certain conventions that seem to work and be effective ad entertaining, so when making I own video I will intend of follow the conventions but also try to develop and challenge them.