Statement of Intent feedback + redraft

Link to brief: 3

Use of media terminology (language/representation/theory): 4

 

Comments for AQA:

• This statement of intent uses detailed media language throughout such as explicitly mentioning the types of camera shots, angles and costume and colour choices communicating meaning to an audience
• Clear emphasis and application of media theory e.g. Blumer and Katz in relation to audience appeal

 

Next steps:

• Rephrase develop your representation section so that you consider the issues with ethnicity and bullying issues and stereotyping
• Be more explicit when you reference the brief outline remember that this music video production is about encouraging young people to take a small step in improving the quality of life in the community
• Very minor request but check your grammar (word order, punctuation) throughout your statement of intent

Redraft: 

The song that I have chosen is 'Karma' by the creator of Or3o because the song sends a message that you should be resistant to people who try to bring you down from your dreams, their own actions will bring them their own karma. In that song, diegetic messages like "Karma is what you make" actively tells the audience and the characters in that video that there will be consequences of what we do.  My video will involve the use of mise-en-scene in order to give a sense of emotion to the audience to highlight the suffering caused by bullying. My video will highlight the way to improve the community by sending the message that you should not waste your energy and time on people who bring you down, that you should focus on building up on your dream and succeed.

I will use  to show how the protagonist is more superior and the villain is more inferior. This tells the audience that if you have your goals right, you'll always be on top. I will use a low angled, wide shot that will show a successful person who had gone through hardships. This is because I want to show that they had over powered the people who tried bringing them down in order to represent to power change and a role reversal (action code). I want to use a high angled, medium shot for the villain of the music video in order to show that they have no power anymore. To send a message that these people have no right over your life and dreams so you shouldn't waste your time on them.  Using costumes (school uniform to suit and tie) will communicate to the teenage audience that they can come out successful, they just need to take that opportunity to show their resilience. Costumes like the school uniform helps teenage audiences relate to the characters, while costumes like the suit and tie is the jump for them to take inspiration to succeed. For the villain, she will wear a yellow mask, this tells the audience that bullies wear a mask to hide their shame. Using colour schemes (blue/dark to yellow/bright colours) will set the emotion of sadness and suffering, then shift to a more exciting and hopeful mood as the song progresses. Using this type of editing style can give a sort of visceral reaction (increased heart rate) to the audience as excitement builds up (enigma code).

A fifteen year-old, British white girl (protagonist), who's dream is to pursue art, is bullied by a sixteen year-old, masked, British white girl (villain). The villain reinforces the stereotype of teenage girls being two-faced, whereas the protagonist subverts the stereotype of having to follow the latest trends or wearing makeup as she is simply only wearing the school uniform with her hair tied back. This also validates Levi-Strauss' binary oppositions of good vs. evil. This is meant to show the audience that they shouldn't try to fit in with the crowd but create their own personality and focus on their future. My cast shows how it doesn't matter what race or gender a person is and that they can still be bullied if they just don't follow the 'norm'.

My music video demographic is targeted towards young adults and towards any gender and race, who are growing into adults and into their own people, to focus on their own future. The target psychographics are mostly targeted towards strugglers and the succeeders and people who are struggling but push through to succeed. The music video will have a lot of art related imagery, so this is more to inspire artists rather than the people in business such as the text overlay to highlight the key message that 'Karma is what you make' and you should do the right thing for yourself. Applying theories like Blumer and Katz, I can use personal identity for the characters as the audience will be able to relate to the characters struggles throughout school and the transition to adulthood. Using Hall's Reception theory, my preferred reading is that you should focus on yourself and not the actions of others.