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 (MUSIC VIDEO)
Media Language
In my first product (music video)
I will use all different types of camera shots, close ups, long shots, wide
shots. The whole music video will be filmed through a hand held camera which
does create a more authentic and true feel, often times seeming like a POV shot
as though the audience is looking through the characters eyes. Many creative
transitions will be used to add depth and make the music video far more
interesting to watch. The narrative is simply put, a love story. Two characters
from opposite backgrounds cross paths until the final scene shows them getting
together, this means that my music video must include codes and conventions of the
romance genre.
Industry
I intend to use industry in my product by making intertextual links to the current dance music community and referencing recent dance music videos. My music video is very similar to ideas presented in Major Lazer's music videos, as well as a music video from Charlie Puth. My music video narrative consists of two characters from different backgrounds crossing paths and falling in love, which is a trope commonly seen in Dance music.
Audience
My music video will appeal to culturally sophisticated 16-25 year olds by using romance as my main genre. The Romance genre will be conveyed by a common romantic setting - a park or field. Also many tropes commonly found in romance stories
such as the two protagonists crossing paths will be heavily featured in the music video. This will appeal to my target audience as it is a relatable and emotive topic.
Representation
In
my music video, I have featured two different characters that fall into six
separate social categories. Daniel Woodburn plays the male character (Steve),
he is a person of colour and represents the working class social class. Lucy
O'Donnell plays the female character (Heather), she is white and is middle
class. This means there is representation for two genders, two races and two
social backgrounds. I have decided to have a person of colour play the role of
the boy from the working class background to create a mirror image of society
and the inequality of race and poverty in the UK.
Product 2: Website
I intend to base my website heavily on the theme of clouds that I have chosen to run throughout my products. The use of bright blue colours in my website will add to the dance/EDM brand. I will use the font Pacifica Condensed as it is a very modern and niche font that I believe will accentuate the dance identity of my products, linking to the brief and enticing the target audience (culturally sophisticated 16-25 year olds). Dance artists commonly feature bright, bold colours alongside blocky, niche fonts, so I intend to follow this theme. I will use the actors in my music video as my "dance artists", this allows me to keep the representation of different genders and races.
I have chosen to use imagery of clouds as my theme throughout my products. I intend to open my music video with a still shot of clouds with the artists name in the foreground, this reinforces the brand identity of the artists. Clouds will be heavily featured in my website, they will be used as the background for the home page, and included in an image of the single. Using reoccurring imagery of clouds on my website, as well as in my music video, will further reinforce the artists brand identity. I will also be using the same people who will star in my music videos as the artists so there will be convergence shared between the products.
