Media Studies

Advanced GCE in Media Studies H409/03/04 Makin g media

Statement of Intent

Centre number Centre name

The Henley College

6 2 4 4 1

Candidate number Candidate name

Lily Johnstone
9 2 5 4

Brief chosen:

…………………………………………………………………………………………………………

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

My music video for the song ‘afterglow’ has a very artistic and abstract narrative of summer that appeals to the
young, free-spirited and widely media cultured age range of 16-25-year olds. The video has been edited and
produced in a very smooth way to cater to the A B C1 demographic. The video is filmed in multiple locations, for
example, Cyprus, reading festival and Wallingford. Each of these locations creates the fun loving and carefree
atmosphere that is being expressed through the lyrics and music. For example, the words “Lights and action,
strong attraction, Afterglow, we're ready for the afterglow” are very suggestive of having endless fun at a party
or a festival, which is clearly showcased within the music video through various abstract b roll shots. There is an
excessive use of these festival and concert b roll shots as they directly appeal to the demographic and in
addition they add an element of identification from the audience to the music video. This is as most teenagers
CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
 can relate to the exhilaration and excitement of a festival. The outfits showcased by the actress within the video
are very summer like and casual, yet full of colour such as orange and pink which reflect joy and happiness,
which perfectly fits in with the happy theme and tone of the song. The video was shot on the camera of an
iPhone X which allows for more of a video blog style of camera usage which excellently ties in with the wild teen
summer story line. There are two main elements within this song that are showcased through one person
portraying two emotions through body language and additionally the editing of the video. These two
representations are the joys of summer and summertime sadness.
This song is within the genre of dance that has grown rapidly within the 21st century and has developed
endless amounts of subcategories. The type of sub genre that has been incorporated into this song is drum and
bass. This appeals to my target audience of 16-25 year olds as these people have grown up off of this music
and have also been the ones to create it. Sony have signed multiple similar artists such as the Chainsmokers,
Aitch, Diplo and more, who are all adding to the pop, dance and drum and bass style of music which the youth
of today are thriving off of.
Despite the song having a high spirited and cheery theme to it, the meaning behind the lyrics give off a very
important message about the sadness of the euphoric times being over and the usual expectations of everyday
life are applied again. This unhappy representation is portrayed in my music video through a segment of the
actress boxing out all her anger and frustration about the fun ending. This is very key within our current society
as teenagers struggle to be able to express their emotions in a suitable and productive way (for example putting
your anger into something beneficial, such as boxing). But instead of this happening, issues go unspoken about
and unheard, leading to a lot of unhealthy emotional build up.

Product 2
I lastly created my artist website using very minimal but bright colours that have connotations to the happiness
and general love that there is within summer and the music video. For example, the yellow expresses the
happiness and the lighter pink creates a sense of love, wholeness and togetherness. This therefore adds to the
fan base feeling as if they have an inclusive group that can converse with each other about the issues that are
focused on within the video. The website additionally appeals to the target audience as it has a very minimalistic
layout that is very calming which has some connotations to distressing from the anger and sadness that’s built up
from the end of summer and all of the fun and love that is maintained within it
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 have my media products to converge across all of my platforms through having not only the
artists name, face and logo being plastered on all websites and social medias, but through
incorporating it into the video also. Additionally, there will be a consistency of the pinks and yellows
showcased on the artists website. This will eventually begin to create a personal branding that’ll be
easily acknowledgeable once my artist, Zara, has gathered a greater following. Again, these colours
wont only strike audiences to be Zara Marees colours, but they will instantly be able to make the
connection of love and happiness being present within her work whether it be their first time stumbling
upon her, or whether they’re complete fan.

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations