Media Studies

Advanced GCE in Media Studies H409/03/04 Making media

Statement of Intent

Centre number Centre name

18125 City College Norwich

Candidate number: 4948

Candidate name: Faith Chawawa

Brief chosen: 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?

Product 1

I am intending to produce an emotionally engaging three-minute video, for my chosen fictional R&B Artist, Atlanta.
Considering this target audience is a 16-25-year-old, mass demographic, I anticipate to build a narrative that
expresses a teenage perspective, with audience gratifications that represent young love. My chosen track of ‘Paper
Hearts’ further reflects a heartfelt story of a youthful relationship that the chosen demographic can assuredly
engage with. The mise-en-scene of the makeup used on Atlanta in the video will be kept naturalistic and gentle, so
the focus is on the narrative instead of the appearance of the Artist. This will be demonstrated through use of
camera angles, in the scene of close ups and extreme closeups of her eyes and mouth, to show this natural state.
The mise-en-scene of the locations in the music video, will be kept natural for scenes of Atlanta outside and
realistic for other characters like her boyfriend and dancer. I plan to divert from the stereotypical location of highly
produced artificial backgrounds, these locations will be relatable to that of the demographic, representing locations
of young people such as arcades, bedrooms, and open parks. I intend to capture some scenes in bleak natural
lighting to contrast with scenes in sunlight to indicate Atlanta is reflecting on her experiences. I will use editing
techniques to represent scenes of reminiscence, such shots of old photographs with green screen moving image
inside them, clips of Atlanta singing with an overlay of previous moving videos to pose as a memory and handheld
camera movements from either Atlanta or her boyfriend to represent couple blogging/ vlogging which is popular
within the specified demographic. This will keep the video visually interesting and appealing as the video will be set
in reverse chronology, with scenes of their old relationship and present-day allowing viewers will be intrigued
about lover’s past. While my main character is female, I will aim to represent two opposing social groups,
highlighting the divergent generation today. Showing the social group of mixed-race Artist, shows the new
generational outlook on love, including new alternatives differing from mainstream couples shown in the media. 
 
CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
 
My chosen Artist, Atlanta being a similar age to the demographic will be demonstrated in costumes, polaroid
photos and use of mobile phones in the video, giving the audience subliminal reference to their daily habits
that revolve around text communication. Building on this, I intend to have a contemporary dancer within my
music video, this is emotionally engaging and will be a delicate touch to the video, expressing feeling
supported by the music. I aim to use a variety of shot types, to convey different perspectives of the story, with
close-up shots, connoting exposure, emotion, and feelings will draw the audience to feel more emotionally
connected to Atlanta as an individual. Juxtaposing, mid shots and long-shots of my abstract expressionist
dancer, will add depth whilst tying in a different narrative, expressed through stretch. I intend to use a dancer
in my video who is in her late 20s, this therefore can connote maturity and convey the message of growth by
using age. This form of abstract dance shows symbolism through stretch and lighting/ shadow when anything
significant occurs in the story. 
I also intend to create a pace of the video that will be slow enough to understand, yet areas of speed to
suggest time moving on. Cutting back to memory will be demonstrated at a slightly faster pace, connoting
flashbacks to make it easy to understand for the viewers. There will be a change in props when there's scenes
of reminiscences that will be shown through old pictures and facial expressions. Initially, 'Paper Hearts' has an
emotional guitar and strings, instrumental, this will attach the audience through its sentimental value with
lyrics corresponding to what is happening. Atlanta will appeal to the Universal Music Group, as her aesthetic
and style of song will have a global appeal, to that of large diverse audiences whilst delivering an important
message of self-love and receiving a heartbreak, which corresponds to other Artist that gain status from the
brand. 
Product 2
I aim to produce a website that digitally engages the demographic of 16 - 25-year-olds, with interactive features:
about me, support/ appreciation videos and other engaging activities, such as a hashtag trend and quiz. capturing
scenes of Atlanta in a natural environment such as her bedroom with pictures of sunsets and flowers conveys the
purity of her as an artist, whilst promoting her down to earth and general aesthetic which is prominent throughout
the whole video. Atlanta’s ideology of being pure and transparent with yourself will branded across both media
products, I intend to capture a close-up of a loose ‘pinky promise’ which connotes you can be connected to
someone but also learn to let go, this will be used as an icon on her social media page and website, in a scratchy
drawing to mimic the real version. The type of graphic of the introduction to the music video with the title of
“Paper Hearts” in serif font will correspond on the website as ‘Atlanta’ will be in a similar style. This will connote
brand identity and a strong link from the website to the actual video. I intend to create maximum appeal by adding
the new release of my Artists album ‘Solitude’ on all merchandise, with joint collaboration of her new song with the
‘pinky promise’ drawing to remind viewers of the purpose and intent of the page. The theme of the navigation tools
will sit neatly, with abbreviated formats of words to drag attention to the viewer and allow quick access to other
areas of the website. 
By having circular boxes around words like ‘Download/stream’, ‘Buy now’ will give dynamic to the page, whilst
drawing uses attention to the extra content, in a visually pleasing format. The mise-en-scene will consist of colors
that are warm and gentle, to transition from the video’s environment to the webpage, whilst showing a
close/medium shot of the artist. Further branding will be used across the music video and webpage, including
‘about me’ and ‘Atlanta's supporters’ allowing the audience to get an insider perspective. Furthermore, links to
Atlanta’s Instagram, Twitter, Snapchat, and YouTube/Spotify will be listed also with the change: #hiatlanta that fans
can upload to social media applications with their friends or family to show the same of connectedness. I will have
Universal Music Group‘s logo in different areas of the page, rather than at the bottom two indicate their brand on
the page. The conventions on my page Will align with the Universal Music Group’s ideals, with a format that is
engaging, digitally advanced and easy to navigate around. Furthermore, the use of having merchandise and tour
dates links to other featured artists of that platform, similar to that of Ariana Grande and others. This wi ll also give
a sense of brand identity, with extra information that interests mass-market audiences. 

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
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 word)

In connection with the ending of the video, the website will be referenced as the camera tilts to the sky, the
instant referencing creates a straightforward and accessible way for existing and new fans to navigate themselves
to other content, including alluring lexis like ‘Enter Atlanta’s Quiz!’ Or similarly ‘New Merchandise available now!’
to further persuade audiences to see for themselves. Both my music video and website will have corresponding
themes with similar typography and mise-En-scene with noticeable features to the audience, keeping them
involved in the loop of the color palette and extra add ons. The external web page will also have the same logo as
the repeated scene of the ‘pinky promise’ helping fans draw the links to the video and the website. This will
create a sense of brand identity as everything will be interconnected, giving the audience gratification. Research
has shown that audience are likely to engage with ‘about me’ videos, to add what the behind the scenes is like,
this may drive fans to see an authentic unedited version of Atlanta is in which I aim to recreate. Having a clear
sense of brand identity will draw fans to extra content, an example of this is Billie Eilish's homepage, which is a
replicate of a scene in her video, through a GIF. Having my Artist so present on the website will create a stronger
urge for involvement and therefore bring more fans to interact. 

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations