STATEMENT OF INTENT

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)

The music video ‘who you are’ is a narrative based music video that features a young women
struggling with mental health for a media literate audience aged between 16-25 with a social class
demographic of an A, B and C1. In order to appeal to the target demographic the narrative of the
music video is relatable: the effects of social media on mental health. Through out the music video
there is a constant contrast between the artist looking vulnerable and strong. The vulnerable
representation is portrayed through the use of close up shots of her face to show emotion. The
use of stylish make up and clothes makes her appear more powerful to the audience, as well as,
camera angles looking up towards the artist. The contrast is further emphasised by the use of
black and white in the clips where the artists is sad and colour when she is stronger. The range of
camera angles engages the audience. In order to create a video of high standard I am going to
make the edits and cut follow the tempo of the song and cut on the beat as well as putting some
of my clips in slow motion to reflect tempo changes. The video will be formed of various clips shot
on a DSLR camera: some will be shot in a studio and some will be shot in different areas around
Henley on Thames and at my home. In order to avoid a clichéd approach towards representation,
I have chosen to explore the topic of mental heath within young adults in modern European
society. The artist Jaye Blake is unstable due to the pressure of social media and online trolls. The
aim of video is to explore how the artists overcomes these problems and comes back stronger.

The website will display a similar style to the one portrayed in the video, however due to concept
go vulnerability being exclusive to the video, it would not be explored further on this platform. The
website will be of high standard to appeal to the sophisticated target users. I will make the
website clear and easy to use through the use of of multiple pages, buttons and a simplistic
layout. On the main page of the website I have added section that would be of interest to young
adults such as social media and merchandise. The social media section involves a live instagram
feed of what the artist is posting allowing the audience to connect with the artist on a personal
level. The online store includes merchandise such as a poster, mug and t-shirt. The about page
will include sections such as short biography and an interview with the artist that will appeal to the
artists super fans - they want to find out more information.

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 intent to link my media products through the use of intertextuality and consistent branding
across various platforms. This is most prominent through the logo/album cover which is present
on the website, merchandise and on social media platforms. The intertextuality is enhanced by
subtle themes carried through out the the platforms for example the colour scheme of the album
cover is reflected in the website through the bold burgundy colour.