Micro-Scholarship, What it is, How can it help me.pdf
Statement of intent
1. Language:
My musicvideowill feature the performance elementsof apop video;however, Iwill notconform
to the genre entirely [Neale] asIwill be subvertingstereotypesandcelebratingindividuality. Iwill be
usinga contrast of highkeyand lowkey lightingasbinaryopposition [Levi-Strauss] inpartsof the
videotohighlight the difference in emotion formymainactor inthe bridge of the song. Thiswill
followTodorov’stheoryof equilibrium bytellingashortstorythrougha montage of visuals
suggestingthere hasbeenadisruption of the equilibrium, realisationandrestoredorder of the
actor’s dailylife.Mymusicvideowillbe aimedat a range of individuals,inparticularpeople inthe
minoritythatmayusuallyfeel uncomfortablewithself-love andexpression. The aimistomake them
realise thattheyare perfectthe waytheyare and thatthey shouldbe proudof their uniqueness
because itmakesthem authenticandbeautiful. Iwill getthismessage acrosstothe audience by
usingmise-en-scenelikepropsanddresscodes sothat theycan personallyidentify [Bulmer&Katz]
withthe actors whoare embodyingpositiveviewsandbehaviourstowardsthemselvesandothers.
Industry:
My musicvideo will be regulated[Livingstone &Lund] toappeal to individualsaged16-25,therefore
will feature the stereotypical activities/lifestyle choices of peoplefromthisage group(e.g.taking
the train,playingmusical instruments, dancing, playingsports andfallinginlove).Takinginto
consideration the lawssurroundingthisage group,Iwill be moderatingthe settingstoensure there
isno drinking,smokingorviolence inmyvideoinordertosuitthe youngestendof the target
audience.Iwill targetthe audience byfeaturing cultural products[Hesmondhalgh].One example of
thisisConverse trainers - these shoesare wornbya wide range of people inanumberof different
age groups,whoalsohave varyingclothingstyles.Anotherexample of how Iwill targetmyaudience
usingcultural productsis throughthe use of pride merchandise.Thiswill suitthe more niche
communityof LGBTQ+ individuals whowill be featuredandtargetedinthe video.
Audience:
I wantmy musicvideoto positively influence individualsto feel included andaccepted, aswell as
confidentand comfortable intheirownbodies.Myvideowillavoid negativelyinfluencingthemto
become violentwhenexpressingemotions [Bandura],since there will be scenesinwhichthe main
actor is portrayedas upsetand offended bythe discriminatory andhomophobicbehaviourfeatured
inthe visual elementsof the musicvideo. Iwantmyvideotosubvert stereotypes surroundingwhat
a sociallyacceptedindividual lookslike,andensure thatthe impressionable targetgroupisnot
encultured bythe video [Gerbner&Gross] to feel thatthere isa standardizedbelief of whois
behavinginthe ‘correct’way.Thiswill be reflectedinthe visual andspokenelementsof the video
whenthe mainactress acts as though she does notcare that people know she isgay– despite the
(decreasing) stigmaaroundit. Because mytargetaudience isstudents,theywill be inalowersocio-
economicgroup.I will therefore make sure thatIam not usinganyextravagant locationsand
settingswhenfilming,asthiswill notresonate withindividualsaged16-25, andwill instead only be a
formof escapismandnotsomethingtheycanpersonallyidentifywith.Thiswould meantheymay
not take the preferredreading[Hall] fromthe video,whichisthattheyshouldbe proudof
themselves andacceptwhotheyare. By usingpropslike fancy cars, itwill create anunobtainable
goal and distractthe viewersfromthe true motif of the video.
2. Representation:
I wantthe musicvideotorepresentfunyouthful characters[Hedbige] whoare equal totheiradult
counterparts because youngpeopleare oftenrepresentednegativelyinmediatexts. Iwill ensure all
female actors are not representedthrough the Male Gaze [LauraMulvey], andwhen filmingthe
scene where the lyricsread“Ilove mybutt and won’tshutup”, I will connote representations of
self-love ratherthan sexualisation. Because the main actoridentifiesasa girl,Iwill notinclude the
stereotypical role of amanbeingusedforspectacle [VanZoonen],therefore embedding
representationsof equality betweengenderswithinthe video. Due tothe factthat my video
includesfemale characters,Iwill be careful nottoflauntthe stereotypeof womenbeingoverly
emotional –especiallyinthe scene where the disruptionof the equilibriumhappens [Todorov].
![Language:
My musicvideowill feature the performance elementsof apop video;however, Iwill notconform
to the genre entirely [Neale] asIwill be subvertingstereotypesandcelebratingindividuality. Iwill be
usinga contrast of highkeyand lowkey lightingasbinaryopposition [Levi-Strauss] inpartsof the
videotohighlight the difference in emotion formymainactor inthe bridge of the song. Thiswill
followTodorov’stheoryof equilibrium bytellingashortstorythrougha montage of visuals
suggestingthere hasbeenadisruption of the equilibrium, realisationandrestoredorder of the
actor’s dailylife.Mymusicvideowillbe aimedat a range of individuals,inparticularpeople inthe
minoritythatmayusuallyfeel uncomfortablewithself-love andexpression. The aimistomake them
realise thattheyare perfectthe waytheyare and thatthey shouldbe proudof their uniqueness
because itmakesthem authenticandbeautiful. Iwill getthismessage acrosstothe audience by
usingmise-en-scenelikepropsanddresscodes sothat theycan personallyidentify [Bulmer&Katz]
withthe actors whoare embodyingpositiveviewsandbehaviourstowardsthemselvesandothers.
Industry:
My musicvideo will be regulated[Livingstone &Lund] toappeal to individualsaged16-25,therefore
will feature the stereotypical activities/lifestyle choices of peoplefromthisage group(e.g.taking
the train,playingmusical instruments, dancing, playingsports andfallinginlove).Takinginto
consideration the lawssurroundingthisage group,Iwill be moderatingthe settingstoensure there
isno drinking,smokingorviolence inmyvideoinordertosuitthe youngestendof the target
audience.Iwill targetthe audience byfeaturing cultural products[Hesmondhalgh].One example of
thisisConverse trainers - these shoesare wornbya wide range of people inanumberof different
age groups,whoalsohave varyingclothingstyles.Anotherexample of how Iwill targetmyaudience
usingcultural productsis throughthe use of pride merchandise.Thiswill suitthe more niche
communityof LGBTQ+ individuals whowill be featuredandtargetedinthe video.
Audience:
I wantmy musicvideoto positively influence individualsto feel included andaccepted, aswell as
confidentand comfortable intheirownbodies.Myvideowillavoid negativelyinfluencingthemto
become violentwhenexpressingemotions [Bandura],since there will be scenesinwhichthe main
actor is portrayedas upsetand offended bythe discriminatory andhomophobicbehaviourfeatured
inthe visual elementsof the musicvideo. Iwantmyvideotosubvert stereotypes surroundingwhat
a sociallyacceptedindividual lookslike,andensure thatthe impressionable targetgroupisnot
encultured bythe video [Gerbner&Gross] to feel thatthere isa standardizedbelief of whois
behavinginthe ‘correct’way.Thiswill be reflectedinthe visual andspokenelementsof the video
whenthe mainactress acts as though she does notcare that people know she isgay– despite the
(decreasing) stigmaaroundit. Because mytargetaudience isstudents,theywill be inalowersocio-
economicgroup.I will therefore make sure thatIam not usinganyextravagant locationsand
settingswhenfilming,asthiswill notresonate withindividualsaged16-25, andwill instead only be a
formof escapismandnotsomethingtheycanpersonallyidentifywith.Thiswould meantheymay
not take the preferredreading[Hall] fromthe video,whichisthattheyshouldbe proudof
themselves andacceptwhotheyare. By usingpropslike fancy cars, itwill create anunobtainable
goal and distractthe viewersfromthe true motif of the video.](https://image.slidesharecdn.com/statementofintent-210107135649/85/Statement-of-intent-1-320.jpg)
![Representation:
I wantthe musicvideotorepresentfunyouthful characters[Hedbige] whoare equal totheiradult
counterparts because youngpeopleare oftenrepresentednegativelyinmediatexts. Iwill ensure all
female actors are not representedthrough the Male Gaze [LauraMulvey], andwhen filmingthe
scene where the lyricsread“Ilove mybutt and won’tshutup”, I will connote representations of
self-love ratherthan sexualisation. Because the main actoridentifiesasa girl,Iwill notinclude the
stereotypical role of amanbeingusedforspectacle [VanZoonen],therefore embedding
representationsof equality betweengenderswithinthe video. Due tothe factthat my video
includesfemale characters,Iwill be careful nottoflauntthe stereotypeof womenbeingoverly
emotional –especiallyinthe scene where the disruptionof the equilibriumhappens [Todorov].](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)