Statement Of Aims

MEDIA STUDIES 

Statement of Aims 

In my work, I will be focusing on music marketing a new artist in a music video and magazine front cover & double paged spread from the record label 'Columbia Records'. 

When shooting my music video, I will be using a multiple 3 different filming locations throughout my music video give a narrative performance as well as including some scenes of performance to clearly establish the new artist that I am presenting. The locations I shall be using are in and around a home which will directly connote the lyrics within the song, I will also be using some scenes outside to give texture to the music video represent the genre of mainstream pop/indie. I will using a range of camera shots such as close up shots, mid-shots, as well as wide angles to highlight the narrative of the music and showcase the artist's struggle with being  on the road alone and the struggle of different obstacles we face in life; I will use these camera angles to symbolise the life stages she is experiencing at the moment in time which is also reflected in the lyrics being sung in the song and overall links to the narrative  that I am setting for the music video. Within in the mise en scene I shall be showing a Violet Andrews who is the artist being present in a teenager outfit and room to establish the clear indication that she is a teen and the struggles that she and most people are going through/have been through. I am using this to attract a mainstream audience of 30-49-year olds who will be able to relate as well as possibly seeing themselves within her. I will be using a range of camera shots like stated previously to create texture to my music video, keeping the reader intrigued as well as creating a good understanding of the narrative given. I will hope to use a summering presence in my video so that it fit with the uplifting feel of the pop genre and will again attract the mainstream audience who like thing type of music. 

Regarding my magazine, front cover and double page spread, I will be keeping an indie-pop theme to support and coincide with my music video so they synchronise together and therefore keep the theme of mainstream. I shall be achieving this by the colours and font used – in my masthead the title I shall be using is ‘vintage’ in a glitched san-serif font to appeal to a mainstream audience. Having the masthead name be ‘Vintage’ would reach out to an older mainstream audience in their 30 to 40’s so they could also identify with an older choice of music as well as liking music from an up to date mainstream audience; I have done this to accommodate the older audience as the artist I have chosen to go with is a teenager so to try and incorporate something a bit more mature I have neutralised my magazine. I have used black and white colours throughout the front cover to keep a neutral perspective and therefore reach a large number of people; as well as making the new artist that is being talked about stand out. I have also used a serif font in my additional title that will be placed below the masthead to add a feminine touch to the magazine. I have also added paint splatters on my main image to add a different texture and fun element to the otherwise minimalistic placement. The main image I am using is my artist lying down on the grass, using indirect mode of address with a carefree expression; this allows the audience to see a happy and fun image that contrasts the black and white theme. 

For my double paged spread, I have made it entirely about my artist, the masthead I used is a san serif that is decoration of my artists name ‘violet Andrews’. In my sub heading I will put the name of my artists song ‘wherever I live’ in a decorative font, then below the subheading I will but lyrics of the song in the same font as my masthead on my front cover. I will then use three pictures in a different location from my main imagine on my front cover for diversity. I will also include an article as well as an interview portion so that my mainstream audience will be able to get to know my artist. 

Dream - Case Study

DREAM - DIZZEE RASCAL 
representations 
audiences 
gender 
ethnicity 
age 

Essay Question - David

Compare the representations of gender and ethnicity  in this music video  and the video for Dizzee Rascal’s Dream.

In your answer, you must consider: 

·         How representations of gender and ethnicity are constructed through selection and combination of elements of media language 

·         The similarities and differences in the representations of gender and ethnicity

·         How far the representations relate to relevant contexts.

You should refer to Levi-Strauss ( binary oppositions), Barthes ( semiotics), Gauntlett

( identity theory ) and Gilroy ( postcolonialism ) in your answer as well as any other relevant theory 

                                                                                                                           [30]

I am going to be comparing gender and ethnicity in the music video of Beyonce 'Run The World' and Dizzee Rascal Dream.Within the Beyonce music video of 'who runs the world (girls)' it has a very positive representation of women and the power that they have. They are represented as strong and powerful which portrays the ideology that women/girls can take of themselves going subverting the typical stereotypes of women that they are weak and dependant on men.A feminist would be highly agree with the ideology that is being sent out to girls; however a feminist may also disagree because the mise en scene shows girls in very revealing outfits which could be considered to sexualise rather than empower them and in which shows them as a sexual object to men which would agree with Laura Malves theory of the male gaze which illustrates women being pictured for the view of men. The use of the lyric 'my powers of persuasion' coincides with the idea that the women are using a sexual nature to attract the men rather than showing them strong and independent. However, in Dizzee Rascal's dream it shows gender in a very stereotypical light that reinforces the stereotypes of men being aggressive and having fights often; they also portray men as being dependant in drinking which is shown a fair amount with empty bottles being laid on the ground as well as the 'puppets' drinking a large amount. On the other hand, later on in the music video it contradicts the pervious message by showing a dad with a pram by himself. This shows a very progressive light of men as typically in the media there is very limited representation of single parent dads especially in the music genre of rap/grime/pop.Regarding representations of gender within Dizzee's music video there is not many representations of women at all apart from the narrator who is playing the piano, which is a white women who I would presume to middle class. 

In Dizzee Rascals Dream he uses the idea of puppets to present the ideology that no one is in control of that they are doing and that everyone is being controlled by someone or something. He uses this ideology to demonstrate the restrictions and judgement that is put on people of colour and how they are stereotyped by the media as well as in day to day life. In the mise en scene it shows Dizzee being allows to come out of the puppet box at the bringing of the video which demonstrates the ideology that rap artists and especially those of colour have been put in a box of how they are viewed. Dizzie in the music video is depicting the story of his life and how he become famous; he is also the only one without strings attached which gives the ideology that he is controlling what is happening to him and not letting other people tell him what he can and can't do with his music and life. Beyonce also demonstrates herself and women of all races being strong and powerful, and that no one can tell them different. This gives the audience connotations that they can do whatever they want and don't have to conform to the societal norms. Both Beyonce and Dizzee in their music videos are portraying their strength and determination to the audience both as someone of colour and in their genders of male and female. Although their is a large contradiction in the music videos of gender as even though Dizzee portrayed some gender stereotypes as well as subverting them he's main ideology of the video is to tell the story of his life and his personal struggles that he has faced. Whereas Beyonce's main purpose of the music video which is given away in the title is the strength that 'girls' have and its main purpose if to empower women all around the world of how the are strong. 

Dizzee also touches on the topic of police brutality towards people of colour and the racism that they have faced by the police for many years. This is clearly demonstrated in the mise en scene of the police cars and uniform which then shows a fight where the police as using violence. Similarly in the Beyonce music video instead of the talking about the topic of police brutality she talks about the fights between men and women and the use of mise en scene by presenting the men used in the video to look at the women with confusing and almost I would say discussed as they start to speak up and fight for their gender rights. Both shows a long aged struggle of both gender and ethnicity with people being looked down upon and being viewed in stereotypes that are only now in the modern day starting to be broken down and ignored but even then many of these topics that they have discussed are still largely a problem in society.