Framing
Video creators can create a certain mood and feeling to make their message more convincing: happy, sad, threatening or hopeful, for example.
This is what we call framing. It is not always clear how a video creator does this.
If you pay attention to the following building blocks in a video, you can find out:
Building blocks
Camera shots: how is it filmed?
Light: sunny, happy or dark?
Sound: upbeat or gloomy?
Text: voice-over, presentation or interview?
Editing: speed at which the images follow each other, leaving out images or emphasising them