Theory 1- Andrew Goodwin

Illustration
Here in Ne-yo's video 'Closer' we can clearly see that the lyrics relate to what is being shown to us on screen. The cuts are on beat and the artist is presented throughout the video dancing and lip-syncing.



Amplification
Here in Macklemore's video of 'Thrft shop' we can also see clearly that the cuts are on and also off the beat. This highlights certain features throughout the video. The image we are shown help us to understand the meaning of the song. The artist is also featuring in the video playing the role of the man he is talking about.



Disjuncture
After watching this video I got a clear understanding that the cuts are off the beat of the song most of the time. What we are being shown on screen has nothing to do with the lyrics. For example, bottles being placed in between the singers legs and another singer dressed up as a space man!