Research Task 8 - Theorists

When I think about how these theories link to music videos within my genre there are ones that do support them and ones that don't. Andrew Goodwin believes that what we watch is an extension of the lyrics but quite often in the genre there are videos that are quite abstract and have nothing to do with the lyrics such as Ed Sheeran's "Don't" and then there are some that have more of a metaphorical interpretation of the lyrics such as Rizzle Kicks "Miss Cigarette". I think Carol Vernallis' theory is more for my genre because she says that there are 4 key ways to look at a video, the visual is based on the lyrics and has performance, narrative or both, how a story is created in the video with elements such as shots and themes used to create meaning for the audience. These two ways to look at videos are accurate when looking at my genre, however her next point about certain shots that videos avoid is wrong as many videos feature mid shots. The rest of the point is true when looking at the camera moving in time with the beat. Finally she talks about editing and how videos cute between performance/narrative rather than continuity which is a valid point when thinking about music videos I have seen in my genre.