Carol vernallis

 Carol Vernallis is an american author who wrote books on how a music video can influence the music within it she did this by saying that aestetics and context are important in prociding extra information about the music video. She states that "the muscular movements of the figures carries the viewer through the video" this means that the viewer of a music video keeps there interest in the music video and doesn't just let the music wash over them because of the movements of the actors on screen or the story taking place. The idea is that all of this is happening within the context of the music and adds to the experience of the music itself. She says the techniques that are used in normal films are rarely present here as they need to create a sense of "continuous line" where the editing is used to support the direction of a song. She describes the music video genre as videos mimicking music and that music within traditional films is a mimic of what is happening visually. Vernallis sees much of the music and video links like how a chord in the song can relate to the actions on screen event be it only for a select few frames.

Her main ideas come down to; narrative (using a story to enhance the audio via the visuals on screen), editing (using post production to make creative decisions to forward the video and keep it interesting to the viewer) and Camera movement (how the camera guides the viewers through the music video).