1) Research: TikTok videos
You need to write a 150-word close-textual analysis of SIX TikTok videos that will inform your production work. The TikTok videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).TikTok videos
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok video?
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok video?
In this TikTok video Ariana Grande posts a teaser of her newest music video. It follows a linear narrative where Ariana Grande's character, Pepper, is entering an audition. Her bubbly personality and costume (such as her makeup which enhances her eyes) connotes innocence which is a binary opposition to the receptionist who is smoking, looking at the paper and speaks bluntly which connotes a manner of disrespect. This effectively places Ariana Grande's as the protagonist as we feel pity for her and root for her in the audition. This also is done to promote para socialism with her as the audience is placed in a position to care and cheer for her. The cliff-hanger at the end engages audiences to be excited for the final release and builds hype around what the music video will end off as due to the fact this short clip has already established a personal relationship with Ariana Grande.
TikTok Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and performances and camerawork can contribute to this.
TikTok Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and performances and camerawork can contribute to this.
In most TikTok videos, like the one I linked created by aespa, they primarily follow simple conventions when it comes to camera angles, shots and movements. The camera work typically consists of the same angle throughout the whole video and movement typically follows a basis of following the main character of the TikTok video through tracking or the angle is positioned towards the actor to create focus on them and promote their presence. Furthermore, camera shots in short form content are typically a medium closeup, medium shot or a long shot. Having shots that limit things we can around the actor is perfect for short form content as it anchors focus on to the actor. This is seen in the video linked above as the actor is filmed in a medium shot which gradually moves into a long shot where we can see her whole outfit and person without being distracted by other things around her (which would happen with an extreme long shot) - this effectively improves her presence in the video.
TikTok Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
TikTok Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
Within this TikTok video, mise en scene is used to show the artist as authentic and relatable. This is seen in the Olivia Rodrigo's makeup which is basic and natural. This makeup look on her subverts the glam we would expect celebrities to have and makes her seem more normal then usual allowing us to personally identify with her. Additionally, the natural lighting from the outside setting connotes the idea that Olivia Rodrigo is like the audience as she isn't always doing professional content (such as adverts or music videos) showing us that she also lives a normal life like the audience. Further use of mise-en-scene includes the setting, which is within a car that is parked outside a building which doesn't look fancy but rather normal, which further emphasises Olivia Rodrigo to be down to earth as she works and lives near places that feel familiar to us due to the aesthetic of the place (even if we don't know where exactly she is).
TikTok Video 4: Editing
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the video create pace and excitement - or does it create a different effect for the audience?
In this TikTok, the editing is used to create a sense of authenticity and friendship. This is seen in the editing of the video which is slowed down to reflect her life and contrast the fast paced life we would believe celebrities to have in comparison to us which makes Olivia Rodrigo seem more relatable and down to earth with her lifestyle. However, the audio used in the TikTok features one of her newest songs which helps to remind us that Olivia Rodrigo is still a celebrity and is making the video as promotion but this could also be seen as her being genuine in the music she makes as she enjoys it enough to make her own content about it. Furthermore, the video features no editing with text which is important as it allows us to focus on the fact that Olivia Rodrigo is with one of her friends and creating a TikTok with her about their friendship. This is a key aspect as it reflects her as being real in her friendships as she has no need to explain them as if they were in a celebrity drama.
TikTok Video 5: Music Video Conventions
Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth TikTok example?
In this TikTok video, the creators are recreating a Michael Jackson music video with a low budget. This trend features people creating a music video with what they have which makes them seem authentic. One music video convention is intertextuality as the whole recreation is a reference to the original music video by Michael Jackson. Another convention of music videos is notions of looking. We see this in the TikTok where the prosumers are directly looking at the camera in the whole video which is done to allow viewers to have a glance into the prosumers lives and feel as if they were part of their production. However, most TikTok videos - like the one I have linked - subvert some music video convention's such as the objectification of women. This could be due to the fact that the prosumers have their own independence on what they want to make whereas in actual music videos the celebrity is following the demands of their record label.
TikTok 6: Visual effects, intertextuality or product placement
Choose a TikTok video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video.
In this TikTok video, the creator features simple but impactful video effects. For example, the video begins with simple cuts with one or two images but eventually transitions into many images being edited into the video and being replaced by different pictures (this is an example of a collage). The collage helps to give audiences a summary of her aesthetic and fashion which effectively allows her to target an audience who enjoys the same things that she does within a short time. The TikTok video also includes clips of a video of her as an animation (or as a 3d model). This clip includes a visual effect of pink stars which creates an overall aesthetic of her femininity due to the connotations of the pink colour scheme of the whole video. The fact there is just cuts in the video rather then smooth transitions creates a fast paced visual effect where audience can get to know her and her vibe in a short video that is visually appealing and stimulating. This is perfect audiences in this era of media as they prefer short form content over long form content as it is convenient and entertaining.
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
2) Planning: THREE TikTok video treatments
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need to choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need to choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
Keep in mind, the brief does not stipulate the number of TikTok videos, only the total runtime of 3 minutes of video content in total.
For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what your TikTok videos will look like. The most important thing is to keep in mind the brief - one of the TikTok videos must promote the soft drink. Other TikTok videos can feature any of the following:
- personal information from the artist
- replication of a social media trend (e.g. 'bees in a trap' video, ice-bucket challenge) extracts from podcasts, press conferences, red carpet appearances and/or promotional interviews
- clips from a music video
- any other content you feel is appropriate
For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.
Start each of your THREE treatments with the following key details:
1) Artists and song(s) you will use for video.
Aespa - Lemonade
2) Original name for artist you have created - MUST be completely original
Artist name - Citrus
Treatment 1:
- Promotion of the soft drink
- At a sunny area (e.g. park or beach)
- Clip will start with the actor looking for a drink and picking up the beverage from someone's table
- She will say that its her drink (because its her brand) and the owner of the bottle being confused
- The actor will then walk away and talk to the camera about the drink "Hey you heard me, its my Lemonade" and then drink it while walking away
- The song will then play in the background
- Around a minute
Treatment 2:
- Q&A
- Interview about the new song
- Talk about upcoming tours and merch
- 1 minute long
Treatment 3:
- Clips of the music video
- Clips of behind the scenes in between
- 1 minute long
- Audio could be instrumentals only
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
It should explain:
- the ways in which you will apply knowledge and understanding of media language and media representation to your products
- how your products will target the intended audience
- the industry context they are created for
- how you will exploit the opportunities for digital convergence between the products
We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this).
This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.
For my coursework, I will be using music from aespa - a K-pop girl group - but my artists name will be Citrus, named in reference to aespa's song "Lemonade". I have chosen my solo artist to represent K- pop as this genre has become popular world wide which shows changed in audiences needs and the globalisation of the music industry. As my music artists name is Citrus, the website will also be named Citrus to reflect how in reality music artists tend to name their websites the same name as them to strengthen their brand identity. The soft drink I have thought off is named "Sweet Lemonade" which aligns with the brand identity of Citrus.
My TikTok videos will feature three videos which add up to three minutes. Each TikTok will have a different location as one will take part in a park, one will be in a lounge and one at a different park and street. For my web pages, one page will be featuring the drink with external links to places where the viewer could buy the product (online and instore) and the other page will feature links to the artists social media and will include text of an interview where the solo artist explains their passion when creating the song and music video. This interview will allow audiences to understand the solo artist more and feel a sense of personal relation to her. For the last page, I will feature a snippet of the new music video. Along side this page, there will also be other links to direct viewers to where they could buy the album and other merch related to the release such as shirts or bag. Furthermore, all pages will have a count down to when the music video and song will be released to bring hype around the artist and their upcoming music. Overall, my website will have a green, white and yellow theme which is associated with limes and lemons allowing the website to fall in line with the solo artists persona, Citrus.
My TikTok videos will subvert stereotypes in the media as the actress will be Asian and female. Having a woman of colour as a role model and celebrity who acts independent subverts bell hooks' theory that parts of our identity shape our status in society. Furthermore, this will reflect modern cultural contexts as it shows how industries are changing to cope with the demands of a newer society that wants more diversity in the media. Social contexts are also reflected in the TikTok's as it illustrates how having diverse role models in the media is influential to audiences as it helps to break stereotypes that audiences would've had due to misrepresentations of other before user generated content. '
As I am targeting a mainstream audience, demographics may vary as the main target it to reach most people. Ages of audiences may be from 11-25 and individuals may come from different classes. Due to the psychographic group being mainstream, audiences would prefer how the solo music artist has came out with products and merch that suits everyone (hoodies and shirts) and the pop music created by them as pop music is heavily associated and favoured by mainstream audiences. Blumler and Katz Uses and Gratification theory also plays a big part in my website and TikTok as the interviews in both of them allow audiences to feel a sense of personal relationship with the solo music artist. Furthermore, the fact that she is Asian will also promote personal identity in some audiences.
In my products, modern media industries are reflected as they show how convergence is a big part of todays society and in media products. This is seen in the TikTok's as TikTok itself is accessible on multiple devices such as computers, phones and tablets which reflects how audiences are prioritising convenience when choosing what media products to consume. Furthermore, the TikTok's reflect how audiences prefer short form content as they find it more stimulating and entertaining then longer videos. Industry contexts are also reflected in my products as they show how industries use multi media platforms to reach more audiences to create a loyal fanbase that guarantees profit.
4) Ignite presentation
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
4 slides each
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
- Your TikTok videos and website pages concept: your new original artist, genre, song and TikTok video treatments. Then, your print brief: title and logo for the artist's website, name of own branded new soft drink etc.
- Media language: how you will use TikTok video conventions and website conventions - e.g. camerawork, editing, typography, layout and mise-en-scene to create meanings for your audience.
- Media representations: how you will use or subvert stereotypes in your TikTok video and web pages; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.
- Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your TikTok video and web pages; audience theory if relevant. Consider merchandise for your music artist which could be made available through their website e.g. www.spreadshirt.co.uk (could be embeded on a web page)
- Media industries and digital convergence: the potential record company that would promote your artist; the retail providers where you can purchase the artist's own branded new soft drink; the brand identity for your artist (consider the type of social media platforms they would feature on); how fans would engage with your products etc.
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
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