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)
I want my music video to present negative actions to the audience such as violence and crime to bring awareness to current affairs within the UK such as knife crime and county line drug dealing. I also want my music video to make the audience aware of the effect that drill music and coinciding videos has on young people. Following Bandura’s ‘Theory of ‘Media Effects’ who believed media representations of transgressive behaviour, such as violence or physical aggression can lead to audience members imitating such behaviour and I do not want my audience to incite the behaviours represented but however do the opposite, l intend to do this by creating a narrative within the conventions that follow my chosen genre of music/ video which is ‘Drill/ UK Rap’ video, and this would influence young people to imitate such behaviours represented but the narrative will depict the cruel reality of what certain UK artists music videos glamourise. I looked at the artist ‘Pa Salieu’ who is a British rapper from Coventry and is signed under the Warner Music group, and after watching his music video for his single ‘frontline’ I got inspiration from the fast cuts and transitions rather than ones such as a dissolve transition which if used in my video it would make it fast paced and would follow the upbeat tempo of the song I have chosen. I also got inspiration from low the angle shots in the video which made the artist seem slightly more intimidating and makes them seem important by representing hierarchy. Looking at my target audience and their demographic for my music video, it would be males aged 16-25 and I want to represent and create awareness around current affairs in the UK such as knife crime and county lines drug dealing which is carried out mostly by my target audience's demographic.
Product 2 (Website)
When making my artists website I aim to encourage people to watch my music video, I will do this by showcasing a part of the disruption of the narrative within my music videos narrative following Todorov's 'Theory of Equilibrium' that the audience following a storyline becomes much more immersed and entertained and showcasing the disruption will make people want to see what the outcome is and the resulting new equilibrium. I am taking influence from Pa Salieu’ Official Website and will be using a dark colour pallet to represent the serious issues represented in my artists music video. I also aim to make my website as interactive and inclusive for my target audiences demographic and psychometrics (Aspirers/ Strugglers) and I will make it interactive by making it easy to social media posts and music videos where they can share their opinions and come across other fans. In website I will show a clear connection between my artist and Warner Music Group by include their logo on it and on my album cover which will feature on the website.
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)
When I have finished my music video I will post it on YouTube for easy access to my audience, this will go alongside the promotion for the artists new album. I will also have links to social media posts and accounts where the audience can share comments and see inside information about the artist such as information about the new album and tour updates. Having a social media presence is also crucial for my artist as int the third economic quarter of 2020 it was recorded that within the demographic of my target audience (16–25-year-olds), 82% used YouTube; 76% used Instagram and 44% used twitter and these statistics show my target audience have a huge social media presence and my artist using such social media accounts would appeal towards them. Making my website interactive and easy to access and navigate will also encourage people to use the website and stay on it, as if it was difficult to navigate and understand people may lose interest and click off.
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