Discussion- Editing techniques within this video

As a class we had a discussion about; the original  video of Rihanna- We Found Love and the editing techniques used.

Summary of the Narrative

  We know that the narrative is about, how the two people are madly in love but it is not a brilliant relationship. It is a relationship that has just as much bad times as well as the good times; these good times are so good they don't mind the bad times. Through out the video it shows more bad times than good this tells us that they are getting worse and she begins to get fed up with the bad. At the end she then comes to turns that there will always be bad in the relationship but she can not deal with how bad it is getting, so she walks out. Even though she knows it is for the best, she is also hurt and we know that from the last clip at the end where she is in the corner of the room.
  As a class we came to the conclusion that the content of the video linked extremely well with the narrative behind the song itself.

Editing Techniques Used

  Within the group we realised the clips within the music video were no longer than 2-3 seconds long, they each went to the melody of the song. There is no specific order that the clips go in they seem to be randomly placed- this is called a discontinuity order so cut she would be on one table in the chip shop and the next cut she could be on the floor- to sum it up there is no direct flow.

  The chop and cut style of editing is used in the majority of pop/ dance music videos. The main reason for this is to keep the audience interested in the video; as the majority of the younger generation have a shorter attention spam, in comparison to an older person who could watch a black and white movie with sub titles easily. Many youth could not do that willingly or with there full attention.
  It is done to keep the video more up beat and in time with the music. This could be done by cutting or changing to the next scene on beat of a specific instrument or melody, or it could be done by the actor moving in such a way it emphasises that part of the song, another way it could be done is by an image or random clip is also in time with that melody.
  In this music video it is done in all of the ways mentioned above.
In conclusion the editing techniques used has made the music video more interesting, it is a video that can be watched many times and each time you watch it you will notice something different.