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
For my product 1, I wish to create a music video for Warner Music Group that value a brand identity through the representation of the artist's image. I intend for my music video to be used to protest rape culture and sexual assault of women by subverting stereotypes of women being submissive in music videos as suggested by Erika VanDyke's theory of race, boys and sexuality in music videos. I want my music video to be a powerful message which appeals to a socially conscious audience of 16-25-year olds, therefore using intertextual references to Women's marches such as 'My Body My Choice' and '#MeToo', as well as using a fictional hashtag '#YouMadeMeCry', hereby appealing to the younger demographic with the use of hashtags and cross-media convergence. By using both performance and narrative, I intend to make a music video that is both informative and interesting and I'll achieve this by using a range f shot types and mise-en-scene as well as creating a saturated colour scheme to almost cynically juxtapose the message of the video. I also will create a performance within the narrative with lip-syncing and expression, allowing for the video to reflect the lyrics as well as solely performance sections with the artist lip-syncing and performing directly to the camera, both of which adhere to Andrew Goodwin's theory. This idea of performance from the artist helps create this idea of the star persona as suggested by Richard Dyer's theory, allowing for the artist's brand to be anchored by the music video, shown in Radiohead's music video for Daydreaming where the lead singer is the main focus for the video, strengthening the brand identity.
Product 2
As well as this, I will also produce a website to work alongside the music video, creating digital convergence within the media texts. Due to the evolution of music and the rising popularity of streaming, artists no longer profit from solely selling CD's and vinyl as shown through my audience research. 100% of the people who took place in my survey answered that they listen to music on streaming sites such as Spotify and when questioning the focus group, they also responded by saying they prefer digital copies of music that are free and accessible. Therefore, I will create this idea of brand identity through merchandise such as clothing, keychains and stickers as well as touring and festivals in order to create a market instead of relying on the purchasing of music. It will have links to buy tickets for concerts since the target audience are more prone to doing their business online; everything is all on the internet and allows for cross-media convergence. The website will include information about the artist as well as personal interviews and a house tour Q&A with inspiration taken from the Vogue Questions interviews. In addition, information about the band's latest updates such as tour information and new album releases will be available on the website with specific links to the stadiums and arenas being played at. A section will also include free events the band puts on in aid of their charity for sexual assault survivors with the hashtag '#YouMadeMeCr', a line taken directly from the Florence and the Machine song I intend to use for my music video. The hashtag will be linked to the main band's website and will contain stories from abuse victims and phone numbers to call if aid is needed along with a chat room for women to find friends in a community of people who understand. Easter Eggs will be included as well as clicking the band's logo which takes them to a page to find behind the scenes footage, with photographs and videos of the main singer and from the music video for You Made Me Cry (Girl With One Eye).
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 intend to create digital convergence with the links to Twitter and Instagram hashtags and the idea of movements trending both in the music video ad on the website as well as creating a sense of brand identity by using a specific colour palette, anchoring the products. By creating a hashtag, that the artist uses to help raise awareness allows for audiences to actively promote the movement too and support sexual assault victims through the means of social media of which are linked from the websites. All media products have a cross-media presence and therefore this idea of branding is incredibly important, and I intend to reflect this through my use of linking social media as well as other sites will be linked to victim helpline as well as linking the charity created by the artists themselves to help raise awareness and money for sexual assault victims, emulating my research on MILCK's charity '#ICan'tKeepQuiet' as seen in my research which audiences can actively interact with and share their stories on or donate, adhering to Clay Shirky's End of Audience theory.
