Statement of intent

Based on your research into existing media, you will write about your intentions for your production and website. You will need to address the following questions. 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)

In my music video, I will use key elements from the media theoretical framework—media language, representation, industry, and audience—to present my artist as a cool and relatable figure. Through conventions like messy hair, sunglasses, fast-paced cuts, and dark backgrounds, the video will clearly fit the rock genre, helping audiences recognise and engage with it easily. 

The industrial purpose is to promote the artist to as wide an audience as possible. The video will tap into emotional storytelling—focusing on themes like friendship loss—to make the artist more relatable. However, the artist will also engage in darker behaviour, such as stalking, adding complexity and sparking discussion. The video will also link to a website where fans can access more content, boosting engagement and brand loyalty. Representation plays a key role, especially in highlighting gender dynamics. Women will be portrayed as objectified figures, echoing rock genre norms, while male characters will show toxic masculinity through aggression and emotional suppression. The target audience is 16–24-year-olds, with characters styled to reflect varied social groups. Using Gauntlett's theory, the diversity in representation allows more viewers to see themselves in the narrative, widening the appeal and enhancing the artist's potential success.

My website will also follows similar codes and conventions as my music video, with lots of dark background imagery, and also a clear emphasis on a future tour, which Seth will be going on. I will use lots of images of the artists to help build a connection with the audience as they will remember his face and will also be influenced to get to know him better as a person with the link to his instagram account as well as a behind the scenes video allowing the audience to feel a relationship between the audience and the artist. I will also promote Seth's other albums and music videos, which is a common theme among other popular Rock band websites, and therefore I want to implement it within my website, as well as having a sale feature on it, which allows you to purchase the music, whether it be on CD or on Vinyl. I will also use a bonus features section which will allow a bond with the artist and the audience, and I will also use an interview with the director of the music video, building convergence between the the video and 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)

With the music video, I will have an end credit sequence which has a QR code which takes you to the website, which will clearly link the website and video, the title card will be a black screen with a gothic font, which will create a similar style to the website as it will be predominantly a black website with gothic font, and on my website the music video will be very clearly showcased at the top of the website, with it being the first thing you will see, urging the audience to watch the video.