Carol Vernallis

What is editing?

"Editing is a way of going from one shot to another".

Carol Vernallis analysed Hollywood Film editing and Music Video editing, and she noticed distinct techniques in the editing to each.

Carol Noticed in that in most music video's they do not have a set story and music video's can go from one place to another and have 'Obscure path'. However in Hollywood Films they have to have a set path throughout the film because if they did not the film would not make sense to the audience.
Carol also noticed that Music video do not need to use continuity editing. They could have much more free edits between shots, they do not need a particular order. Although in Hollywood Films have to have a shot order for the film to make sense, this normally consists of an establishing shot then followed by close up, mid shot or long shot.
Carol Also came up with idea that that Time space, characters and narrative are introduced in to the music video 'incompletely'. This is basically saying that most things in music video are not explained it is just put in the and the music director just assume that that audience are going to understand everything that is going on. However in films everything that the characters does needs to be shown in order for the films to make sense. There also needs to be a sense of time E.G if you film one shot in  the day you can't film the same shot at night.
Carol also noticed that Music video draw us away from the story of the actual music video and make the audience focus on shots of the star of the video. Maybe it may focus on other elements like featured guests in the song or maybe even the song itself. However a Hollywood film would not make sense if it took the audience away from the story because the story usually revolves are around the star of the film.
Other things that Carol noticed about music video's is that music video have visual hooks and this in turn creates continuity. This is done by shots being linked by a single element such as setting, colour, shape ECT. Also certain elements in a music video are equal to one another or in some cases one element is much more dominant in the video than the other E.G Colour, Editing, Star.

Carol Vernallis has different theories about music video's such as in a video our attention to the song shapes how we see them video itself, although in the same respect the images shape how we perceive the music itself. so even though t is the same song some people may see or hear t differently to others.

Also different shots of the artist would make the audience piece together the 'Star' and this in turn creates a phantasmagorical body. However even though there are various shots shown of what people think is the artist it may not be so people image of them can be completely wrong.