Media Studies

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

Statement of Intent

Centre number Centre name

40131 Priestley collage

Candidate number Candidate name

Madison Clements-Mitchell

Brief chosen:
Brief 4: Music video and Online
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A three minute music video for a love song by a fictional band/ artist signed to Universal Music group.
And two pages for the working website for the band/artist.

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

Media language:
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For my music video I intended to portray pain and feelings through the cinematography of the video i
used a variety of mid close up shots, low angle shots, high angle shots, and long shots in the music
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video. The use if the high angle shots in the music video is to portray pain and sad emotions from that
one person also shows whos in control of the situation e.g whos was breaking up with who in the video.
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On the other hand for the low angle shots in the music video it shows power and that that charicter in the
music video is better or feeling better and confident after the breakup. Mid close ups were predominant
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used in the performance section of the music video in order to she the emoption and feelings portrayed
from the artist into their song in which they created. The editing in the music video is seen to have jump
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cuts and clean cuts when transferring from the narritive section of the music video to the performance.
These jump cuts are intentially used to reffer to the relationship, at the begining the editing is slow and in
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tune to the music to imply the relationship is fine and steady however the sudden transfer from
performance to narritive imply the relationship has taken a turn and is failing and falling apart, this also
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implies a more unexpected problem and breakup.

Media representation:
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For media representation i intended to use the demographics of two different genders, this has been
done through the stereotypical representations of both genders, the representation of the female in the
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music video is seen through the emotional response to what the male in the video had said on the phone,
the stereotypes of thboth genders is also seen through the costumes, the female in the video have a
formal and dressy outfit and its a feminine outfit, for the male in the video the use of masculine and
casual clothing also represents the male gender. Through the music video ive intended to represent the
CCS438 – Statement of Intent CCS/H409
male in the music video to be stereotypically masculine through the lack of emotion shown through the
breack
Oxford up stageand
Cambridge of the
RSAvideo, he is seen top be annoyed ny what has happened however hes not seen to
Examinations
cry like the female in the music video.
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Product 2

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Media language:
For my website i compleated two - three pages, this meets the brief through the request of two
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compleated pages about fictional artist. The colour scheme in thw ebsite of black white and some use of
cream allowa a neutral and minimal appeal and is implying that its suitible for everyone. The pictures in
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the website imply the artist has a private life in order to make the photos and website look realistic, the
main picture in the front page of the website is of the artis sitting down, the costume in the image is the
same as the costume worn in the music video this was done the intend a promotion and link between the
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music video and website and promote this new song/ creation the artist had created.
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Media Representations:
The representation of the artist on the website is seen to have a private life and she is allowing her fans
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an insight into her private life through sharing her links to her own personalize life and social meda
account. I have represented her as a female artist through stereotypes of females. Within the images on
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the website the posture and sitting position of the artist is feminine through her sat straight up with her
leggs crosses, representing her to be feminine and polite. The artists emotions in the images in the
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website imply she is happy and enjoying what she is doing, women are predominantly represented
through their emotions good or bad, so i implies good emotions in the images for the website.
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Media Audiences:
For media audiences I intended to meet the targed audience of 16-25 year olds through the use of
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tecnology within my website, I used a website for it to be online and Im meeting the target audience of
16-25 year olds as they use social media and go online often so by creating a website it will be accsessed
and accsessible for people who are aged16-25.
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Media Industries:
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Although my artist is signed to Universal Artists, my artist will keep the copy right music video and
website , as it is appropriate to veiw/read. This is because mywebsitemusic video doe not have any
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violence, offensive language or nudity.
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CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
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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)

Media Language:
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For my music video i intended to link my media products which were my music video and website
through the fonts used in both my website and music video, by using the same font of text on the website
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and music video it allows the same theme in both products showing digital convergence. For the
convergance between my website and music video the artist used has the same outfit on in the images
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on the website as well as in the music video. The colour scheme in the website is neutral and simple
colours, colours such as black and white were used, this links with my music video as the two artists are
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going through a breakup and it implies that the black lines and writing is breaking up the white similarly
the problems in the relationship is breacking up the two people.
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Media Representation:
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For Media representation i represented the two different demographics in the music video through the
use of a boy and a girl, these representations of the two different genders in my music video are seen
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through the stereo types of gender such as boys having shorter hair then the girl in the video. This
stereotype of gender is also seen through the clothing of the artists as the boy is wearing masculine
clothing compared to the female in the music video this is also carried over in the website as in the
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images for the website the artis is wearing feminine clothing.
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Media Audiences:
For my products i intend to appeal to the targeted age rang which was stated to be age 16-25 in the brief.
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I have aimed to attract this age range through using a Online website wich is easiuly accessible to this
age range who are confident with tecnology. similarly to this for my music video it is on youtube and
available for all to watch hopwever in this music video it specifically appeals to the target audience of
16-25 as they are able to relate to the music video through the relationship being over the phone, and
calling a loved one. similarly to this its relatable through texting friends and family or even a significant
other.

Media Industries:
Although my artist is signed to Universal Artists, my artist will keep the copy right music video , is
appropriate to broadcast/youtube.

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations