Carol Vernallis- The Kindest Cut

Carol Vernallis created a theory called 'The Kindest Cut' which looked at the functions and meaning in music video editing. She began her theory by analysing the editing in music videos and hollywood films and then comparing the differences between them. This meant she was then able to highlight what was needed to be in a successful music video.
One of the first factors she stated was that music videos would have a multiplicity of incomplete paths which means the video would not follow one particular pathway. The reason for this is to make it more interesting for the viewer and keep them engaged throughout. In contrast a film would just have one single path throughout the film to make it easy for the viewer to follow and understand.

Another aspect of music videos is that the order of the shot will be unconventional and it will frequently shift between the shots, for example the video doesn't need to start with an establishing shot. On the other hand a film would have a very conventional order of shots with the typical establishing shot to start.

Music videos also don't need an understanding. When watching you don't need to understand where the person is or the time and space they are in or even who they actually are. The narrative is never clearly revealed which makes it more exciting for the viewer because they create their own idea. Whereas in a film you need to know the time and space to be able to understand what exactly is happening and to make it more realistic.

In addition music videos display discontinuity. This means they don't need a story with an order and its focuses more on the music and the star and the video draws away from a structure. On the other hand a film uses continuity meaning the actions happen in chronological order and follow a narrative.

Music videos also use visual hooks to create continuity. This means the non continuous shots are linked by features such as costume, colour, shape, setting etc.
One example of this is in Jessie J's Domino. Jessie J is always placed in the middle of the shots but in different costumes therefore it is not about a story but it is focused on her. It is also not realistic because it is set in a studio and it is just aimed at her haircut, lipstick and fashion.

Carol also stated that in music videos the visuals enhance the music and the music enhances the visuals.
She also said that shots of the artist will encourage us to piece together a phantasmagorical body which is a body made up in our mind of all the shots of parts of bodies we see.
An example of this is Rihanna we found love, this highlights different shots of her wearing very little clothing. This is quite common in her videos and it is also seen in Kylie Minogue's-spinning around which highlights different shots of her body parts. This could perhaps be degrading to her and women.