Centre number 16607 Centre name
Candidate number 8191 Candidate name
Brief chosen: Brief 4 Music Video and online
How do you intend to use the four areas of
the media theoretical framework to communicate meaning and meet the
requirements of your chosen brief? (approx. 400 words)
Product 1
For my music video, I intend to represent
happiness as something aspirational to my audience through the anthem ‘Daydream
Believer’ by The Monkees. To appeal to my aspirational audience, I will represent
my fictional band in a glamourous way, adhering to Goodwins theory of using
multiple shot types to show off my artists, and giving them a star persona
through media language such as a variety of camera shots. To highlight this
persona, I intend to have my three members dressed similarly to three famous
artists, Declan Mckenna, Paramore and Green Day, as intertextual references. These
three artists will also appeal to my younger 16-25 audience. I plan to match
the visuals to the lyrics and use many close ups of the artists to make sure my
video is conventional and to adhere to the demands of the Sony record label. I
intend to create a positive, cheerful feel in the video, by using several
mise-én-scenes with bright sunny lighting. I intend to present 5 narratives
that each follow different individuals, which represent several groups, in
their day-to-day lives and which all revolve around the motif of flowers,
having an uplifting effect on them. Each narrative begins with the characters
feeling 'down' and then being uplifted by the flowers and (although implied)
the music creating motifs. This connotes a theme of mental health in my video
and gives my band an authentic brand. The narrative of the lyrics of an
uplifting anthem will be amplified by the visuals once again adhering to
Goodwin’s theory.
Product 2
For my website, I plan to further the bands
positive brand identity and highlight the aspirational message of ‘thinking
positively’. I intend to make a fictitious relationship between my band and a
fictional mental health charity, and state that a percentage of the proceedings
from the music video will go to the charity. For my audio-visual element I
intend to have an interview with the band asking them why they care about
mental health. Mental health is an important topic amongst my 16-25 target
audience and one of Sony’s brand values, which I discovered through my institutional
research, is to approach their work with an ethical mind so by having my band
‘donate’ to charity, that adheres to Sony’s brand values. I plan to have text
at the top of my website introducing the band, the song, and the bands values
surrounding mental health. I plan to take original images of the cast and their
costumes, to sell them to the public, as a way of donating to the charity. I
plan to also use media language further the star status representation of my
band by having multiple original photos of them throughout the website and I
will ensure that extra information and a sense of the audience ‘getting to
know’ the artist is anchored in the representation contained within the
website. Also, by employing a 'Merch' page to elevate and represent the high status
of my band. I will have multiple links to other websites, such as Spotify, to
add to the fame of my band and represent them as aspirational to audiences.
How do you intend to link your media products
to demonstrate your knowledge and understanding of the digitally convergent
nature of your media production? (approx. 100 words)
From my research I have found that it is important to create a coherent sense of brand identity. This can be created by creating motifs through the use of media language, such as intertextual references, design, layout, and iconography. Firstly, through a central motif of flowers, which I plan to use throughout my video and website. To emphasise the 'positive' brand of my band I will use a second motif of the 'sky' and 'grass' with bright sunny lighting, throughout both products. This ensures a that consistent colour scheme of green and blue is employed in both products. The fictitious mental health charity's logo will be highlighted in the opening card of the music video alongside being used in my website, this will also be done with the logo for my band. My opening card features a bee on a flower, and I will include easter eggs to a poster that references 'Call Me by Your Name' when the audience member clicks a flower with a bee on it, providing my audience with an opportunity for engagement, which is a cultural expectation of my 16-25 target audience. I will further link my two products on my ‘About’ page, where there will be 5 pieces of information about the characters appearing in my narratives. Each one will develop more on the narrative established in the video, to make the narrative clearer for my aspirational audience.
