OCR Statement of Intent

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 Candidate name
6308 Chandler Jack Winyard
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
In the music video I will appeal to the target audience of fun loving 16-25-year olds by having
a comical and exaggerated performance from the characters, taking a slightly serious theme
into something more light-hearted and engaging instead of very stern and serious
performances. The mise en scene will be used both for narrative, but at times such as the
concert scene, bright colourful lighting and settings will be used to create a joyful
representation of the artists. Another location is when she is surrounded by nature and has a
very happy and an inviting connotation which will be associated with the artist through the
warm, her compared to her sadness in the other places. Young people enjoy seeing artists in
happy spaces such as in the music video Cocoon where the couple are happy when in the
same setting of nature but then when trapped they are miserable. It also is used to contrast
the duller locations where she’s with her manager, emphasising the difference.
The costume is a mix between a casual, fashionable look for the singer, and a formal look for
the men, which along with all the rest, has a contrast to signify the artists will to have fun but
stuck in an industry where she can’t do so. The use of lighting in my concert scene will be a
moment to see the artist enjoying her music, while making a clear link that she is a singer in
the music video, and allowing a fun, upbeat party scene as a crowd denoted in front of her
will be dancing, conventional in pop videos as it makes the young audience want to dance
CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
too.
The editing in my video will consist of many cuts on edit and montage sequences often seen
in Pop music videos, because it excites them more especially considering the song is for a
young, fun loving audience. I am using a reverse sequence as well which cuts between that
and the end of my videos narrative which I feel works extremely well with that portion of the
song, and also drives home the final message of the video. The majority of shots which
include the artist will be mid shots or close ups because the audience will want to see her in
the video, and again is conventional to the music videos I studied except Cocoon.
The representations will also be exaggerated for comedic purposes; the singer will be
relatable to the audience (fun loving and passionate) which will engage the younger
audience by having a relatable character, especially the singer. The men working in the
industry (the second social group) will be represented as ignorant as they ignore her, but
again done comically, so that the audience can have a group to dislike and create a binary
opposition recognisable as good vs bad. When the singer is in frame, usually there will be
close ups clearly showing off the artist which is very conventional in pop music videos.
Product 2
In the website I will create an inviting home page that catches the audience’s eye straight
away, through the use of a main image of the artist that is centred in the page to create a
brand identity, while also following the conventions of pop artist’s websites. The mise en
scene will be the set of one location of the music video, which again is conventional for pop
websites to do, such as Katy Perry’s. The bold and simple font used will be easy to read and
will be kept to a minimum in word count to not bore the audience. This is except for a mini
biography about the artist and her background, this is seen on many pop websites as fans
will want to engage and know the artist on a more personal level, and generally know more
about them and their lifestyle, which will also be where social media links come in. This
allows for more digital convergence, and also lets the artist have a platform to express
themselves while showing their lives and linking this to the website allows fans to go and
follow them, conventional for any website, let alone pop websites. The music video will be in
a section of the homepage called ‘Latest Videos’ which with this anchoring text alongside the
video which covers the page, will suggest to the audience this is brand new and often on Pop
websites this is conventional to show the newest content which is relevant to the time of
audiences clicking on the website.
Also, a section for news which will allow a place to display a social media feed which is
interactive with fans, and a place also for the artist to announce big events such as tours or
album releases. My audio-visual content will be a blooper reel from the shooting of the music
video, which helps give a quirky and imperfect representation of the artist so that she doesn’t
seem egotistical. Also, the use of playing the song in the background will imbed the song in
the audience’s mind, and at the end when it says check out the music video, it will push more
people to see that.

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)
I will digitally converge the two media products by first in the music video, display a poster in
the concert scene which will have the link to the website on it, using a pull focus to draw the
audience’s attention towards this. Also, in the credits there will be a subheading which says
‘For behind the scenes head to …’ which will draw viewers to the website and interact with
the audio-visual content just mentioned in the video. On the website I will have the audio-
visual content which will also direct people to the music video with a heading at the end to
direct them, and the song playing in the background. The music video will also be displayed
on the homepage in a section called Latest Videos, along with the song name appearing
under the artists name when the website first opens, a convention of displaying the newest
song on the first part of the homepage.


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OCR Statement of Intent

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Media Studies

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

Centre number Centre name

18125 City College Norwich

Candidate number Candidate name

6308 Chandler Jack Winyard

Brief 4 Music Video and Online

CCS438 – Statement of Intent CCS/H409

CCS438 – Statement of Intent CCS/H409

CCS438 – Statement of Intent CCS/H409

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