A Level Media Coursework - Research

1. Research Task One
Genre, Industry, and Audience

2. Bad Sports – ‘Don’t Deserve Love’
• This video is clearly targeted at a niche audience due to
the fact that mainstream audiences aren’t familiar with the
band and that it doesn’t feature any well-known actors. It is
very much a narrative music video because it tells a story –
in terms of media language, close ups are used in order to
covey the emotional state of the protagonist and his
descent into alcoholism throughout. The protagonist is one
only a certain group of people can seriously identify with
and relate to; the video is primarily targeted at middle-aged
white men (40-60) as a result of who it represents. Its theme
of alcoholism/addiction is one that’s used in order to allow
people to identify with it, which makes for a more impactful
narrative. In terms of generic conventions, the central
theme of the video is very much suited to the rock genre,
one commonly associated with drug use.

3. •Yo La-Tengo – ‘From A Motel 6’
It is evident that the video is targeted at a niche audience due
to the way in which the band operate independent from the
music industry. Secondly, it uses black borders on either side
of the screen, and this is very rare for a modern music video.
Additionally, the way in which the camera lingers on certain
people and objects is proof of how niche the video is – in
mainstream pop videos (in terms of the camerawork) shots
are usually cut close together and the editing is quick.
•Snail Mail – ‘Ben Franklin’
There are several unconventional features of the video that
would indicate its independence from the mainstream music
industry and therefore the niche audience it is targeted at –
these features include the unusual dance routine by the artist
and the way in which the words showed in the video game
that the male character is playing mirror the lyrics of the song.
The artist’s voice is also rather unconventional which would
imply that the kind of music she creates is aimed at a niche
audience.