The document is a statement of intent for a student's media studies coursework. It will include two media products: a music video and accompanying website. For the music video, the student intends to represent stereotypical femininity through the main character. Media language techniques like lighting and camerawork will be used to convey mood and engage audiences. For the website, media representation of successful female musicians will counter stereotypes. Media language elements like color scheme and photos will make the site accessible. Both products will feature the band name and logo to demonstrate convergence across platforms. The site will link to the video and discuss its intertextual elements.

1. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
Centre number Centre name
Candidatenumber Candidate name
Brief chosen:
…………………………………………………………………………………………………………
How do you intend to use the four areas of the media theoretical framework to communicate meaning
and meet the requirements of your chosen brief? (approx. 400 words)
Product 1
Advanced GCE in Media Studies H409/03/04 Making media
Media Studies
Statement of Intent
Harlow College
Elle Guyan
Music Video Brief
Media representation will be present in my music video as the main protagonist is a white female,
wearing makeup and a standard outfit. This conforms to stereotypes of femininity (McRobbie) and can
therefore create the idea that females should appear like this. As it is a sad song, she may have various
sad or angry expressions which can conform to the idea of females being weak in patriarchal society
(Van Zoonen).!
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Media language will be used in terms of mise-en-scene, particularly lowkey lighting. This is to portray a
negative mood and influence the audience into feeling this also - this may appeal to a struggler audience
(Young and Rubicam). I also will use camerawork in terms of panning between two different shots; this is
to keep the audience interested through the one take. Editing will also create stimulation for the audience
as there will be events in the background such as fading, changing of location and key frames to change
certain visual effects.!
!
Media industries will be present alongside my website to promote the singer. The use of credits at the
end would help to highlight any form of synergy or intertextuality in the video if any is used. I would also
need to consider media industries and how it relates to product 2, such as use of logos or the band's
name so that it matches those present on the website. !
!
Media audiences are 16-25 aged and in the category of AB. It may be more relevant to other white females
as seeing the protagonist can fulfil personal identity needs (Bulmer and Katz), but overall the narrative
arc of the story can be applied to anyone within the age range.

2. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
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Product 2
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Media representation should be evident on the website, particularly as the singer's in the band are
evidently female from the song (cover of original) and therefore this can portray females as successful,
acting as a countertype for ideas about partiarchy (Van Zoonen). !
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Media language will be evident in terms of Barthe's semantic code, using a colour scheme that
represents the band in a positive way. Also many photos and links to songs on the website make it
accessible and focus attention on the band themselves. !
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Media industries will include logos and an easily navigated website to links of other songs by the band or
perhaps chances to win a competition as these can make the band quite successful with the audience,
promoting other opportunities. !
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Media audiences would likely be young people who use websites much more often than older adults who
could find it confusing. It may also be predominantly girls if I decide to use 'feminine' colours such as
pink or purple, however I think it would be good to implement aspects that can include other social
groups - such as competitions to win tickets for a football match.

3. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
How do you intend to link your media products to demonstrate your knowledge and understanding of
the digitally convergent nature of your media production? (approx. 100 words)
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I intend to link my products by portraying that there is a female artist in order to match the female singing
in the music video. I would also like to have the band name and logo in both products so that there is
mutlimedia convergence present. The website should have an embedded video link to the music video,
suggesting it is popular and making it accessible for the audience. There could also be a trivia page
where the different elements of intertextuality in the video are discussed, and another page where future
concert dates are available.