Video Media - Introduction

Video media—including film, TV and online video—use different techniques to direct the viewer's attention and communicate meaning. These techniques, known as "rules of notice," involve motion, editing and sound.

Motion is key, covering both movement within the picture and movement of the camera. Editing can strategically withhold information to build tension, as illustrated by the famous bomb under the table example. The meaning of a shot can even be completely changed by the shot that follows it, which is called the Kuleshov effect.

Sound is a critical part of video, guiding emotions and providing information. Dialogue and narration communicate intentions, while music is a powerful tool for setting the mood and emotional tone of a scene. Sound can be diegetic (part of the story's reality, like a character's music) or non-diegetic (like narration heard only by the viewer).

Traditional film and TV relied on corporate gatekeepers and high-risk investments. Now, the shift toward streaming relies heavily on subscription fees and uses algorithms to recommend and commission content. Online video platforms like YouTube and TikTok allow creators more creative control, but they must constantly produce content to keep up with the algorithm, which favors short, shareable videos optimized for mobile use.