Summer Project: Coursework planning
Summer project tasks
Complete the following tasks on a blogpost on your coursework blog called '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 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?
This tiktok video is an over exaggerated lip sync to the song ‘That’s what I like’ by bruno mars. Narrative is used in this through the typography on the screen going along with the song in all caps to emphasise the intensity and emotion behind the original song and currently played verse. The effect it has on the audience is an emotional effect where they probably personally feel and understand the lyrics, therefore, creating ‘chills down the spine’ or, in a less meaningful way, creating a deeper enjoyment just for the song alone (diversion). A lyric video edited and acted out like this pushes listeners to go search for the full song thus increasing engagement to the song. Narrative was used carefully to bring more emphasis to the lyrics so that people don’t listen to it blindly with a more emotional grip towards it. This supports Blumler and Katz idea of audiences gratifications, of personal identity.
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.
This tiktok video is of the song writer and singer Aaliyah and her song ‘IT GIRL’. The video consisted of medium long shot angles straight through, till the end where it became a medium shot. The creator used multiple transitions such as straight cuts to create the illusion that the camera just spun with her back towards her rather than away from her. There were many uses of jump cuts of her in different standing positions, matching the beat of the song which creates a cinematic live-like feeling as if the song is a part of the filming rather than just a non-diegetic sound. This is a common convention of music videos as well as tiktok videos for fast paced content.
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 woman’s costume reveals a lot about the type of message she is bringing through her song; relating to the title “IT GIRL” and the lyrics “you know im sexy” due to it being revealing. This supports Goodwin's theory on music videos where the lyrics often match the visuals. The lighting is just natural lighting for the sun as she filmed this video outside in daylight, this could connote the message that the song is for a daily listen where listeners should feel like the lyrics every day, to constantly feel “on top of the world” and “sexy”. Her makeup is bold but not bright which represents the aesthetic of her. This could create the meaning for the audience that you could still be bold and stand out without being bright and bubbly. The setting is of a random grocery store which connotes the idea that her target audience isn’t ABC1 but probably C2 and that her music isn’t limited for a certain class but is relatable to all, as everyone goes grocery shopping.
The pace of this tiktok video is slow paced, matching the vibe and speed of the actual song lyrics and rhythm, creating them to be one rather than separate concepts. There are no transitions used in this video, it is all one clip and one shot rather than edited clips together. This creates a feeling of authenticity and realism as the lyrics of the song imply as it is of a childish sense rather than a professional sense but still allowing it to be visually pleasing and acceptable to look at and watch. The combination of these elements create a calm feeling for the audience and listeners. Everything matches such as the lyrics, rhythm, beat and movements of the camera. This creates a peaceful mind within the audience, which is possibly what the song writers and editors was aiming to do, through analysis of the lyrics it is for nostalgia and feel good feeling,
Following Andrew Goodwin’s theory, this music video heavily follows the performative element convention. Throughout the entire clip that was posted on tiktok, dance choreography was the main eye catch. However, the lyrics don’t match the visuals; for example “my loneliness is killing me” but Britney was, in fact, not lonely throughout the music video. Furthermore, the lyrics heavily imply that she is missing an ex or a past lover or crush but there is no visual evidence of this implication. The video only leaves connotations that this past ‘love’ may have been from when she was in high school and that it is still on her mind. The music video does include objectification of females, through the over sexualisation of the school uniforms on the dancers and Britney herself - this feeds into the male gaze.
This tiktok video is of the full music video ‘Fancy’ by Iggy Azalea. Within this video, there is the reference of the movie ‘Clueless’ which is an example of intertextuality. This creates the idea that the lyrics of the song were created with thoughts of the movie in mind because it is the same intertextual reference throughout. The creation of this music video is arguably clever as not only does it draw in a certain type of audience it also ensures that anyone who has seen that movie will understand the meaning and message behind the song itself way better thus causing them to enjoy it a lot more.
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.
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 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.
- interviews/AMAs with band members : 1st TikTok
- content created by band members
- performances, live shows or personal appearances: 2nd TikTok
- band members taking on a TikTok challenge
- the band interacting with fans • fan-made content : 3rd TikTok
- merchandise or promotion of the band’s music
- any other content or combination of content you think would be appealing to the audience and promote the band effectively: 3rd TikTok
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.
- 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
For my course work, I will focus on my made up pop band called ‘TLE’, using both TikTok and print-based media to engage a target audience of teens and young adults (aged 14–25) of all ages. My campaign will appeal to a mainstream audience demographic, primarily working to middle class (AB, C1, C2), who are also interested in pop content and follow artists like Billie Eilish, Sabrina Carpenter, and Katseye.
When it comes to media language, I intend to construct meaning through carefully chosen settings that connote relatability and authenticity which reinforce classic youth generation stereotypes. These include domestic environments (e.g bedrooms or kitchens), public spaces such as parks and shopping centres/ malls, and music studios. These locations will reinforce the band's identity with a ‘just like us’ appeal along with signs of musical enjoyment. For example, one of my TikToks will include different forms of TikTok editing conventions; from behind-the-scenes montages and interviews focusing on the band themselves in order to promote them directly to performance-based content such as clips from making in the studio and clips from the music video. I will utilise editing techniques such as montage, match-on-action, and invisible cuts to maintain a fast-paced, visually engaging mode of address, well-suited to TikTok’s algorithm and main appeal.
My colour palette will play a significant role in the visual codes of my work; vibrant, saturated colours will be used to attract attention and maintain focused engagement in the fast-scrolling TikTok environment, creating a recognisable and energetic house style. In terms of representation, the band will reflect youth identity through costume, language, and mannerisms. Each member will embody a different personality type commonly seen in Gen Z media: quirky, introverted, outspoken, and trend-aware. Through their performances and interactions, the group will represent not only themselves as individuals but also broader teenage experiences such as friendship, relationships and shopping.
The audience pleasures my coursework aims to offer include diversion, personal identity, and personal relationships ( Blumler and Katz’s Uses and Gratifications theory). The use of direct address, and interactive elements (e.g. “comment your questions!”) will encourage parasocial relationships between the audience and the band, enhancing emotional investment. I intend to make references and appearances from well known companies and brands such as ELLE, GENIUS for the practical work, Netflix and Hulu for the print work. This is to represent convergence within the media showing the range of accessibility for my band and their music produced.I have decided for the record company to produce my band's music to be Universal Music Group as they have produced music from Billie Eillish and Sabrina Carpenter which are artists the audience of my made up band would also be interested in. That record company has also produced music from pop-rap music artists as well. For the print work, I intend to focus on the most eye-catching conventions such as the recognisable typography and bold colours. Whilst doing that, each individual billboard will focus on attracting a certain generation as well representing the subtle and crude differences in the patterns of pop-bands throughout the decades, thus presenting the focus of the documentary.
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 billboard posters concept: your new original artist, genre, song and TikTok video treatments. Then, your print brief: documentary title, artists / bands featured, eras covered, etc.
- Media language: how you will use TikTok video conventions and billboard advertising conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience.
- Media representations: how you will use or subvert stereotypes in your TikTok video and music documentary adverts; 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 magazine; audience theory if relevant.
- Media industries and digital convergence: the potential record company that would promote your band or artist; the streaming service for your music documentary; the brand identity for your artist; 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
You can find more information about Ignite presentations - including examples - in this Ignite presentation blogpost here.
ignite presentation
Summer project deadline: all tasks above due in second lesson back in September
Pre-production tasks
Some students in previous years expressed an interest in filming their video production over the summer break. This makes a huge amount of sense - far more availability of actors, much more time to schedule filming etc. If you do want to film over the summer, make sure you complete the following pre-production tasks here:
TikTok video planning and treatment
This is effectively your script for your TikTok video. There is guidance/links above on how to write a great TikTok video treatment.
Storyboard
Sketch out a selection of critical shots from your TikTok video, take a photo of the storyboard and upload it to your blogpost. What visual style are you trying to create? Storyboard sheets can be downloaded from here.
Shot list
Write a shot list containing EVERY shot you plan to film for the TikTok video AND additional shots to create flexibility when editing. These additional shots are often close-ups, cutaways, alternative angles or similar. I advise using a simple table on Microsoft Word to set out your shot list - you can find a film example here. It makes sense to organise your shot list by scene or location rather than a huge list of every shot in the TikTok video in chronological order.
Mise-en-scene
What iconography are you including to ensure your audience understands the genre you are working in? Plan your cast, costume, make-up, props, lighting and setting. This can be simply completed using your blog or Microsoft Word - the key aspect is to have planned all the critical details.
Shooting schedule
Plan a shooting schedule for your filming over the summer. Include when, where, who is required and what shots you will complete at each time/location. Again, this can be on Word or Excel or you could simply use your blog. The most important thing is that you've planned it!
Non-assessed participants
You will need to provide a written record of all non-assessed participants in your production work (both video and print). Keep a record of everyone involved - actors, camerawork, sound etc. You will also need a keep a record of any non-original sound and note it on the Candidate Record Form - so this means the song for your music video. Keep these on your blog for easy reference when submitting your work in Year 13.
Production: Filming and photography
Once you have completed your pre-production tasks, you can film or carry out photoshoots as you wish.
Good luck!
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