Summer Project: coursework planning
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?
The narrative was used in this video through a voice over narrative and subtitles, listing facts and events about the character. This is further emphasised in the video through a parallel video, linking as to which part of the character's life is being shown such as the graduation bit. The impact that this has on the audience is the idea that they get to easily understand what the video is trying to portray. This is because in the modern generation, more audiences see subtitles as a norm or usual thing on videos, which also helps younger audiences to gain more knowledge about what is happening in the video. In addition, the narrative theories that can be applied here are Todorov's equilibrium, which in this case is in the new equilibrium phase. This is because it shows everything that has happened in the past, showing the positive events which kind of shows resolution.
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.
There a range of different shots and movements, which are fast paced. Some shots that were used in the video were high angle shot, when the character wore his jacket. A long shot when he took his jacket from the chair or stand. A range of close up shots, such as the focus on the time on his desk as well as when it was thrown and landed on the floor, and when he zips up his jacket. There were also medium shots when he came out of the door, which was combined with a tracker shot to then focus on the character's facial expression. In addition, there was a low angle shot when he showed his shoes as well as an over the shoulder shot, when he was drinking coffee and then his phone lights up. Furthermore, there was a point of view shot of the bottom of the glass, this is where we see the character putting in coffee powder in the glass, which shows creativity. Most of these shots were cut off in fast paced which kind of follows the conventions of TikTok videos.
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.
The costume for this video shows the characters in their uniforms, showing ther formal uniform and PE uniform. This connotes their teenage years which was also reinforced by the setting. The lighting throughout the whole video was high key lighting given them mostly being outside. This could also connote the idea that the main male character was only dreaming about the girl. Also, the actors that were used were teenagers and in a group of class which kind of shows them being comfortable around each other, especially when they were laughing and teasing the girl while interacting with the male character. In addition, they weren't really wearing any make-up, everyone was set up naturally which could give the audience a personal identity, especially teenagers. Furthermore, the props that they used such as the lanyard, bag, chairs, shuttlecock and the jacket was mostly of what you would see in school, which kind of again gives the audiences a personal identity as they see familiar objects. Lastly, the setting, which was set in school which goes back to the target audience being teenagers.
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?
The pace that was used in this video was fast paced. There were loads of jump cuts and straight cuts, such as when the male character tries to catch up with the female character but she suddenly disappears. There was a sense of juxtaposition when there was a cut from a lower saturated scene to a highly saturated scene which also uses a high key lighting, which shows the contrast between somber and happiness. The video creates a fast pace due to the range of cuts but this kind of shows desperation instead of happiness. This could perhaps give the audience an idea of how fast someone could leave or disappear, where they could only be left with the moments. There was also a use of collage to show the different perspectives of both the male and female character.
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?
The lyrics and the visual doesn't really link, the video is contrapuntal to the lyrics as it shows the videos to be very joyful due to the female character's casual moments, which could have been taken from past records. Also, the genre that was used in this video shows a documentary style a sense of autenticity given the fact that the videos were from past recordings, showing the character's casual actions. There was a sense of intertextuality from the character's own culture as well as her parevious musical works. The main intertextuality that I noticed was the idea that in most of her music videos were the female character being casual. Her actions and the way she brings her music to her audience was brought out in a simple way. This short music video doesn't really show any objectification of females. Overall, there wasn't much of a performance, it just focused on the narrative of the female character's usual life as well as being simple, which also links to her concept, allowing audiences to personally relate and identify to her.
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.
The intertextuality in this video could perhaps be the idea that it came out as an advertisement, but it also focuses on the product. This is by focusing on where the product is due the product placement of the bag which was shown in the middle frame of the camera. This is also reinforced due to the fact that the male character was wearing the same logo or brand on his shirt, which could also indicate the idea that the artist, basically the male character, incorporates the brand into their video. Furthermore, there was a sense of intertextuality when a random character takes his phone where the main character protects his bag instead, which was seen in some TikTok videos.
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.
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.
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
Start each of your THREE treatments with the following key details:
1) Artists and song(s) you will use for video.
2) Original name for artist you have created - MUST be completely original
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.
1.Olivia Dean - Baby Steps
1.Olivia Dean - Baby Steps
Tine Morgan - Baby Steps
The first TikTok video that I will use will be the product promotion, which is the soft drink. This will focus on how the character promotes the soft drink by moving houses, which links to the lyrics of the song. This is where the character adjusts to her own life without anyone, but she has her own comfort drink, the soft drink, to get her pass through her struggles and her emotions, which is feeling homesick.
2. NIKI - Anaheim
Tine Morgan - Anaheim
In this second TikTok video, I will ask my artist to take clips of her going out or shopping, which is kind of like a mini casual vlog. For the audience to understand the narrative, I will put subtitles.
3. Olivia Dean - Dive
Tine Morgan - Dive
For my third TikTok video I will use some clips from the original music video that I will make. This is through taking out a few scenes, cutting them up and putting them back together to create a much more faster pace that links to the conventions of the TikTok videos.
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 documenttoo (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.
The established solo artist that I will use will be "Tine Morgan". The music genre that my music artist will be representing soul music and a hint of R&B, this is due to the idea that most of the songs that I will be using mostly has a smooth rhythm and features warm, expressive vocals and instrumentation. In addition, the name that I will be using for my artist's website is "Serenity" because the songs that I will be using are not that up beat but just enough to have that energetic feel. It also has a sense of peacefulness due to it's smooth and soft musical as well as the vocals and so I think it links well with the word "Serenity". Also, the name of the original branded drink that my artist is promoting is called "Classic Soula". I plan to meet the brief by focusing on the three TikTok videos, where the first video has a promotion drink, which is "Classic Soula". The second TikTok drink that I will be making to meet the brief is a mini vlog that focuses on my artist's 'day in a life' while being outside and recording. Lastly, the third TikTok video that I will be making is a few clips from the music video that I will originally make, I will just cut out a few clips from the music video to meet the conventions of TikTok videos, which would lead to fast paced videos. There will be different locations for the second TikTok video, which will be in a shopping mall, where my artist will go to different stores while recording. These videos will also involve different camera shots such as point of view shot, over the shoulder shot, medium shot, long shot and high-angle shot. While the third TikTok video being cut out from my original music video, I will still use different locations for my music video. Furthermore, the mise-en-scene that I will be using for my character will casual clothing, mostly high-key lighting but some clips could have a low-key lighting. My artist's make up will only be simple, reinforcing the songs that I will be using as they are mostly soul, which could also allow the target audience, which is teenagers mostly female from 15 - 25-30 years old, reinforcing Blumler & Katz's Personal identity and relationship. Furthermore, the conventions of TikTok that I will be using are the idea that the editing will be fast paced, loads of different cuts that will overall lead to 3 minutes, where each one should be up to 60 seconds long or less. There will also be subtitles to show the audience a sense of narrative. My TikTok videos will reinforce Gauntlett's idea that masculinity is becoming more fluid and that people don't need to follow to typical stereotypes of a woman needing to be submissive. Also, my videos will subvert Mulvey's male gaze and the idea of objectifying women as it will show women being independent and content with being alone. Furthermore, my webpages will consist of my own soft drink, logo, merchandise and a call to action as well as Instagram profile for audiences to engage and share.
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:
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
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:
- 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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