Carol Vernallis

Her theory is based on four key concepts: narrative, editing, camera movement/ tracking & diegesis.

Narrative

• Mess around with the order of narrative, think about pacing, keep it interesting.

Editing

• Makes it interesting if it breaks normal conversions e.g. jump cuts

Jump cuts = abrupt transitions from one scene of another

Camera movement/ tracking

• establishing where you are, master shots, establishing shot, close ups. Making sure these are used throughout.   

Diegesis

• Where the music video is set, how they reveal it slowly. In Vernallis terms she expresses that the setting may be seen but the viewer may not know where the setting actually is. for example in Beyoncé's run the world.  

In this music video is shows many narrative variations with around 10 different scenes within the video. Also including jump cuts between the scenes showed in the verses. It also includes over 170 different shots to add excitement to the music video.