Summer Project: coursework planning
1) Research: TikTok videos
You need to write a 150-word close-textual analysis of SIX TikTok videos that will inform your production work. The TikTok videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).
TikTok videos
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok
The fast paced and quick editing grabs the audiences attention and can create a trend. Uses and gratification can be applied here through diversion as the audience might listen and watch this tiktok for entertainment. Barthes enigma code can be applied through the graffitis in the setting that could be having a symbolic meaning this can create the audience to care about the character or the situation. Propps character theory can be applied through the transition between the skatepark and new cars, this shows how the artist is a hero as they have became rich and this can then inspire the audience, it can also lead to them interacting on the music video like commenting on it
TikTok Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and performances and camerawork can contribute to this.
The close up in the beginning is used to show the facial expressions of the artists, this introduction gives an interpretation to the song and the type of music video it is , it then switches to the use of long and tracking shots which allows the artist to establish the setting, this follows music video conventions as the producer can show off the rich lifestyle through the helicopter and yacht, The high angle shots can highlight the size of the yacht and the water to the audience, juxtaposing how high angle shots usually show the subject as less important. The emphasis of close ups throughout are also used to shows the chains and glasses to put further interest on the lavish lifestyle to the audience. This high production cinematography promotes the song as audiences find interest in the music video.
https://vm.tiktok.com/ZNd4CBy4C/
TikTok Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
The costumes link to the background and being at night, The bland colours can link to the audience they are targeting the song to, the props use of glasses connotes to the artist being more mysterious communicating the genre of music. The high key lighting at night can create a sense of brightness and energy, showcasing the performers props and costumes. The setting of a petrol station is unordinary location for audiences in a music video, the contrast between the location and high key lighting creates visual interest. The little to no use of make up shows the audience the artist and the type of genre it makes. The actors expressions are calm and relaxed this sets the mood of the music video to the target audience.
TikTok Video 4: Editing
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the video create pace and excitement - or does it create a different effect for the audience?
The few shots can link to the song being fast paced and short this immediately created energy to the audience and what type of genre it is, the use of visual effects which directly link to the lyric creates excitement to the audience and puts emphasis on the lyrics. The low number of shots can create a liberate feel while being only filmed in the room. Juxtaposition is not shown, the creates a less humorous scene to the audience, however it can be seen through wearing a hoodie inside, this lead to how the audience perceives the song and the artists brand. The use of zoom in transitions can add flair to the video and link to the musics rhythm
TikTok Video 5: Music Video Conventions
Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth TikTok example?
This clip has aspects of performance and narrative.
The video links to the lyrics through the visuals synchronising with the music’s rhythm, the artist is also showing lip syncing to the song which creates a sense of performance to the audience and being a central figure but there is no choreography dance which is a music convention. This video is reinforcing the artists style and brand through the aesthetics of the setting and the performance. The use of story telling by interpreting the songs lyrics complements the songs theme to the audience. Another music convention is the use of female gaze and also the highlighting on jewellery are both music video conventions.
TikTok 6: Visual effects, intertextuality or product placement
Choose a TikTok video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video.
This music video has intertextual references to other movies which creates the performance and narrative of the video and attracting the audience from the movie. It references to clueless 1995, this creates a nostalgic feel and also puts the artist in a position that she has a keen awareness of pop culture. The product placement of the beats pill associates the artist with the product reinforcing the idea that she is a trendsetter, it also provides a source of revenue to the artist and promotes the product to a large audience. The consistent visual styling with the colour grading and set design creates a visually appealing video to the audience, this enhances the viewing experience and reinforces the videos themes
https://vm.tiktok.com/ZNdqGK8HL/
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
This music video has intertextual references to other movies which creates the performance and narrative of the video and attracting the audience from the movie. It references to clueless 1995, this creates a nostalgic feel and also puts the artist in a position that she has a keen awareness of pop culture. The product placement of the beats pill associates the artist with the product reinforcing the idea that she is a trendsetter, it also provides a source of revenue to the artist and promotes the product to a large audience. The consistent visual styling with the colour grading and set design creates a visually appealing video to the audience, this enhances the viewing experience and reinforces the videos themes
https://vm.tiktok.com/ZNdqGK8HL/
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
2) Planning: THREE TikTok video treatments
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what each of your three TikTok video will look like. The most important thing is to keep in mind the brief - the TikTok video can feature any of the following:
- interviews/AMAs with band members
- content created by band members
- performances, live shows or personal appearances
- band members taking on a TikTok challenge
- the band interacting with fans • fan-made content
- merchandise or promotion of the band’s music
- any other content or combination of content you think would be appealing to the audience and promote the band effectively.
Start each of your THREE treatments with the following key details:
AHH-Starlight
My first video will be an interview on the band members talking about the song and explaining the lyrics while being asked questions by an interviewer, this will help the audiences understanding of the lyrics and getting to know the artists which will promote the music video and gain popularity. Medium close ups and close ups will be used to highlight the facial expression of the band. It will be filmed in a classroom setting. The non diegetic sound will be used to show the song in the background when explaining the lyrics.
AHH-Starlight
The second TikTok video will be showing the merchandise that the band is releasing for example tshirts and hoodies, this allows the band to attract an audience to there newest song release and another way fans can support them. It also provides the band with another way to increase revenue. It will have a wide shot to establish the band and the merchandise to further promote the band.
AHH-Starlight
The third TikTok video will be a q/a, this will helps the artist show appreciation to their fans by being interactive and engaging. It will consist of a calmed relaxing setting using text to display the questions and answers.It will be filmed in a street setting like with a fun approach to make the band seem more like the audience and they can relate to each other. The use of diegetic sound will be used to hear the noise of cars and traffic in the background.
For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
It should explain:
- the ways in which you will apply knowledge and understanding of media language and media representation to your products
- how your products will target the intended audience
- the industry context they are created for
- how you will exploit the opportunities for digital convergence between the products
We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this).
This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.
In my coursework, I will use a fictional artist called AHH. I will focus on tiktok and print to help establish the artists target audience from a range of teenagers to young adults who are predominantly working to middle class. The track used is starlight by Dave this track symbolises hope and guidance to establishing the artists AHH brand identity and promote the artist further.
For media language, I will show this through the chosen setting which connotes the upbringing and lifestyle of the artist AHH, these characteristics will be highlight through the use of graffiti backgrounds, domestic like classrooms and a street like setting to further reinforce classic youth. Media language will also be shown through the tiktok video conventions using close ups, direct address and challenge, All of these 3 tiktok videos will include some of these ideas. For example one TikTok video will include a q/a on the artist, this will engage the audience as they get to understand the artists identity and it follows traditional tiktok videos. All of these ideas will link to the tiktoks platform inform approach while also advertising and promoting the artists brand.
The media representation will be incorporated through reinforcing media and youth stereotypes. This will be through the costumes, location and traditional TikTok media. The fast paced editing and direct engagement will attract the audiences attention in the past paced environment of tiktok. David gauntletts theory of focuses on how media influences self identity and understanding can be interpreted through representing people with complex and different identities, this creates a media product that aligns with gauntletts idea of identity and encourages audiences to construct and explore themselves in the product, this further supports the brand identity of AHH and increasing the awareness to viewers.
My coursework will target gen z and an audience ranging from 16-25. This audience will be highly engaged and on the platform TikTok and predominantly using digital media to listen to music. The track starlight, will attract this audience through the genre hip hop and grime which are genres typical to the youth, this further promotes AHHs brand identity as audiences will begin to learn the genre of his music. Blumler and katz uses and gratification theory can be used through diversion as audiences can use this song to distract people from real life issues, personal identity can be seen by audiences sharing similar backgrounds and experiences similar to the artist AHH and the song starlight. In my print coursework I will focus on ideas grabbing the readers attention through bold and vibrant colours and typography attracting the target audience.
The industry context is important as TikTok has become an increasingly used digital media to further promote musicians songs. This increases the awareness of the media products of AHH as tiktok is the most used app of the target audience. The print work will be used to attract a different target audience as TikTok is a digital media platform but will use the same conventions to promote the TikTok videos. The record company suited to the artist would be OVO sound as this company supports innovative, similar musicians and genre to the artist. The media magazine publisher would be Future PLC as they have a lot of experience in publishing high quality products across various different media topics.
4) Ignite presentation
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
- Your TikTok videos and billboard posters concept: your new original artist, genre, song and TikTok video treatments. Then, your print brief: documentary title, artists / bands featured, eras covered, etc.
- Media language: how you will use TikTok video conventions and billboard advertising conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience.
- Media representations: how you will use or subvert stereotypes in your TikTok video and music documentary adverts; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.
- Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your TikTok video and magazine; audience theory if relevant.
- Media industries and digital convergence: the potential record company that would promote your band or artist; the streaming service for your music documentary; the brand identity for your artist; how fans would engage with your products etc.
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
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