SYNERGY ACROSS

THREE MULTI
PLATFORMS
By Katherine Pirie
Rita Ora Digipak
The mise-en-scene of the digipak is denoting Rita in the center
of the image. This is connoting that she is the main focus within
her album.
The typography of the front is bold, this stands out to an
audience as it is drawing in attention to the artists name. As the
colour is also gold this could connote that she is at the high end
of her career as she is important within the music industry.
The iconology of Ritas symbolic code is denoting her big,
bouncy hair with dark lips. She is also denoted with simple
bracelets in order to connote that she cares about her image.
This cd cover links in with an active audience theory of uses
and gratifications as the audience would make links between
their personal life and the Cd covers as they care about their
image, this links in with personal identity and relationships.
However this is also the dominant hegemonic view of society,
due to female artists making them self look appealing to their
audience.
This further links in to the male gaze theory.
Rita Ora Tour poster
The typography of this front is also bold, drawing in an
audiences to the artists name so they are aware. This is
a strong link between the album cover and the tour
poster.
Another link denoted is the mise-en-scene of Rita, this is
connoting that again she is attracting her audience
through her voyeuristic facial expression, this would
attract a secondary audience of males.
This again links in to the male gaze theory
At the bottom right hand corner of the tour poster an
active audience will denote Ritas album cover as she is
promoting herself and her album.
The iconology has also changed due to the image is now
denoted in colours, whereas the album cover is in black
and white.
This links in with Levi- Strauss theory of binary
opposition
Here it is also important to highlight the high production
values as Rita is a well known artist, within the tour
poster an active audience will denote her symbolic code
connoting that she has a stylist.
The mode of address of the tour poster, is highly playful
and enticing for the target audience who are primarily
young females who would feel that Rita is making eye
contract with them.
Rita Ora Music Video
At the start of the music video, an active audience
member will denote the same typography from found
both the Digitpak and the tour poster. This is linking each
element to Rita Ora.
The use of the typography as a stamp effect connotes
that she has got a stamp of approval from both her target
audience and the music industry.
The mise-en-scene is also another strong link as this
further links with the cd cover, this is because she is
wearing the same clothing, the technical code is similar
as they have used close ups and extreme close ups.
The only difference would be that the music video is in
colours and the Digitpak is in black and white. However
this could also connote a memory of the music video to
the cd cover.
This links in with Levi-Strauss binary opposition theory.
The music video also helps to stereotype females as she
looks voyeuristic and seductive. This further links in with
the male gaze theory as a secondary audience.
Although to her primarily audience Rita is connoting
power and control over the hegemonic view of society. As
denoted from the music video is she dominate.
Other links
Within the three fields of platforms the use of high key lighting is
also important this is because Rita is being promoted as a positive
role model on her target audience, this is also connoting that Rita
cares for her audience.
If the Bechdel test was applied to this music video, the audience
may exhibit both dominate and opposition reading. This is due to
Rita being denote as strong and powerful as her character within
the music video, this works the same with the male character within
the music video. However, it is also important to highlight that Ritas
iconology of her clothing is still highly provocative to her audience.
This is connoting that although she has sent a strong and positive
message she is still found in little amounts of clothing.
Due to the technical code this also helps to denote Ritas image as
being powerful through the close ups and extreme close ups.
However, within the music video, long shots and mid shots are used
in order to connote her character. With this Rita is still connoted as
sexy and seductive as she makes eye contract while slowly de-
robes to entice the secondary demographic of male audience
members.


Justin Timberlake - Digipak
The typography of the front has a bold JT this is the
name of the artist connoting the level of importance.
The name of the title is then in a lower form of bold
but still stands out to an active audience.
The use of the colour is gold, this is connoting the
level of the artist Justin is. As the colour is gold this is
connoting that he is accepted by the media industry
and their target audience.
The use of the image on the digipak is also important
as the album name is called 20/20 this is a play on
words with an opticians due to 20/20 vision being the
best you could get. This is further connoting that the
album will be the best experience that an active
audience would have.
The album is also in black and white, connoting a
vintage feel to the album this links with the gold titles
further.
The mise-en-scene of Justins clothing is also
connoting that he is sophisticated as he is denoted
within a suit with a bow tie. This is linking to the
female gaze theory as he is drawing in the audience
through his appearance.

Justin Timberlake Tour Poster
Initially, this is a strong link between the digipak
and the tour poster, this is because of the vintage
feel through the use of the black and white filter
with the gold typography.
With the tour poster the audience are more able
to see the Justin, the artist, more clearly linking
about to the female gaze theory.
Justin is also drawing in a mass audience, this is
because on the poster is states touring nationally
this connotes that he is accepted across the
media industry and this audience.
The poster is also linking into the hegemonic view
of society as men are the bread winners as they
work and earn all the money, as Justin is denoted
within a suit is this helping to connote he has a
high end paid job.
The use of the high key lighting is also connoting
a utopian world for Justins mass audience due to
the 20/20 experience
Justin Timberlake Music
Video
The music video has strong links to both the tour
poster and the album cover, this is because of the
black and white filter that has been edited onto the
video connoting the vintage atmosphere.
At the beginning, Justin is also denoted in a room
with expensive technology (tv, drinks cabin and an
expensive looking kitchen) this is connoting that
the media industry believe that if more money is
being spent on the music video, a mass audience
will be attracted to the video therefore gaining a
bigger profit.
However, this is soon juxtaposed by the
performance within the music video as it seems to
have been set within the 1940s due to the
technology of the microphones.
The iconology of the location is also connoting that
the year is from the 1900s due to the artist
performing within a bar.
Within the music video this are also strong links in
order to show the male and female gaze due to the
men are all denoted in suits and women are
denoted in underwear, both being highly
voyeuristic.
Within the music video there are also inter-texual
links to Singing in the rain' at the end of the music
video, Justin is denoted kicking and dancing in the
rain. This has been taken from a classic musical
from the 1950s.