Statement of intent

1. A level Media Studies NEA

2.  To write a proposal for your magazine/music video.

3.  You must complete a statement of intent for your cross-media (product 1: music video/magazine and product 2:
website) production which must be submitted with your production.
 The purpose of the statement of intent is to understand what candidates have intended to do in the creation of
their media product. Whether or not candidates have met the brief to a suitable standard will be assessed by the
marking criteria, as indicated in the levels, the Statement of Intent is corroborating evidence.
 A penalty will be applied if it is not supplied to the teacher with your final production. If a statement of intent is
not supplied then a penalty of 10 marks will be deducted from the learners’ overall total out of a maximum of
60. If a learner’s outcome prior to the penalty is 10 marks or less, their outcome should be moved to zero marks.
 The Statement of Intent needs to outline the ways in which the learner proposes to link their media products to
demonstrate their knowledge and understanding of the digitally convergent nature of their production.
 The Statement of Intent also needs to outline the ways in which the learner proposes to use the four areas of
the media theoretical framework to communicate meaning and meet the requirements of their chosen brief,
set by OCR.
 Learners must complete the Statement of Intent using approximately 500 words. A template will be provided on
the OCR and the subjects’ websites for guidance.

4.  You should CONSIDERTHE SET REQUIREMENTS OFTHEIR CHOSEN BRIEF when addressing this
question.
 You should consider how you will use elements of the media theoretical framework (Industry, Language,
Audience and Representation) within your production work.
 Provide an explanation of how they plan to use elements of media language to create meaning, and to
address a specific target audience, and discussion of how they will use the codes and conventions of the
relevant media form.
 If you intend to use intertextuality, you may want to outline this in your response to this question.
 In addition you should explain how you will construct representations within your media product.

5.  Representation:
 How are you going to represent the required two different social groups?
 What social groups are you going to represent and why?
 How do you identify and use specific representations of events, issues, individuals and the
required two social groups (see brief requirements)?
 Audience: (Given by brief: young adults from age 16)
 How do you identify, reach and address your target audience?
 How will you meet your target audience expectations?
 Media Industries: (Given by brief) How does this media text/product relate to other media
texts/products produced by this company?
 Media language:
 How are you going to use audio-visual and graphic media language in order to create a text
that meets the requirements of the brief in terms of representation, audience and genre?
 How do you intend to use media language to communicate meanings through the selection
of images (semiotics), text (semantics and typefaces), colour schemes, as well as narratives
and generic codes and conventions?

6.  Paragraph 1: How will your music magazine represent key issues and social groups?Will your product
represent equally and fairly different social groups? (KeyTerminology and concepts you MUST include:
representation, stereotype, archetype and countertype, as well as denotation and connotation)
 Paragraph 2:Who is your target audience (young adults from age 16) and how will you address and appeal
to them? How does this media text/product relate to other media texts/products produced by this media
company? (KeyTerminology you MUST include: target audience, audience expectations, representation,
mode of address)
 Paragraph 3:How are you going to use Media language (printed/audio-visual) to communicate meaning
for your NEA?
(Printed media language key terminology and concepts you MUST use: Masthead, Image (camera shots
and angles, mise-en-scene), colour, font types, cover lines, as well as denotation and connotation.
Audio-visual media language key terminology and concepts you MUST use: conceptual, narrative and
performance, camera shots, angles, movements, sound, editing, mise-en-scene, colour schemes, fonts, as
well as denotation and connotation)
 Paragraph 4: How has your research impacted your planning decisions? (Key Research to reference:
SurveyMonkey audience and market research, media texts analyses, etc.)

7.  You should outline the ways in which your two products will
link together, with reference to the digitally convergent
nature of the production.
 You must consider how you will create an appropriate and
consistent brand design.
 You should consider intending to create links between the
two products.

8.  Synergy: How do these two products (magazine/music video and website)
work together in order to create meaning?
 Synergy (from the Greek syn-ergos, συνεργός meaning working together) is
the term used to describe a situation where different entities cooperate
advantageously for a final outcome. Simply defined, it means that the whole
is greater than the sum of its parts.
 In media production it referes to the ‘strategy of synchronising and actively
forging connections between directly related areas of entertainment’.
 NewTechnologies support this process – websites, in the case of the
marketing and distribution of your product. A media company exploit various
platforms to sell various products related to one film (e.g. film, soundtrack,
video game, toys and merch for a film based on a video game, for instance).

9.  Genre of your magazine/music video (GIVEN INTHE BRIEF)
 Target audience (demographic, socio-economic and psychographic. GIVEN INTHE BRIEF)
 Title of your magazine/music video
 Media language: Audio-visual and graphic media language (house style for your production)
 Images (camera shots, angles, movements), sound, editing and mise-en-scene.
 Font types that you will use for the masthead of your magazine/logo of your music video artist. (Name and type
(serif/sans serif)
 Font types that you will use for the cover lines and headlines/Title of your song in your music video. (Name and type
(serif/sans serif)
 Font types that you will use for the body text. (Name and type (serif/sans serif)
 Layout of the contents pages (three column/two column?)
 Header
 Footer
 Main cover line:What will be the main feature of your magazine?Title and strap line (it must be the feature for which
you wrote your article or interview).
 Additional cover lines: What other contents are you going to include in your magazine?
 Additional elements that you will include in your magazine cover (skyline, flashes, puffs, plugs, screamers, etc)
 Contents page: How many sections will your magazine have?What will beALL the contents that you will include in
each section of the magazine
 Date and price of your magazine.
 Website: How are you using media language to create a consistent house style which links together both of your products
(music video/magazine and website?)
Explain your choices: How do all of the above meet the generic codes and conventions and address your target audience?

10.  The genre of your magazine/music video is given in the brief.
There genre will also determine your target audience (which
is also given in the brief).
You have to answer these two questions in your proposal:
1. What topic within the given GENRE is your magazine/music
video going to focus on?
2. What are the CODES and CONVENTIONS of this particular
genre?

11.  What is the primary target audience of your magazine?
Explain it in terms of DEMOGRAPHIC, SOCIO-ECONOMIC
and PSYCHOGRAPHIC profiling.
 What is the secondary target audience of your magazine?
Explain it in terms of DEMOGRAPHIC, SOCIO-ECONOMIC
and PSYCHOGRAPHIC profiling.
This will be determinant to decide the DATE (periodicity) and
PRICE of your magazine:
1. How much is your magazine going to cost (PRICE)?
2. How often will your magazine be published (DATE)?

12. After completing the font type research, include this in your
proposal:
 Font types that you will use for the masthead/logo of your
music artist and banner of your website. (Name and type
(serif/sans serif)
 Font types that you will use for the cover lines and
headlines/title of your music video and headlines of your
website. (Name and type (serif/sans serif)
 Font types that you will use for the body text of your
magazine/website. (Name and type (serif/sans serif)

13.  What is the name/title of your magazine?Think of a word that conveys the
particular genre of your magazine.
 What is going to be your main feature?
 How is this illustrated by the main image?
 Main cover line:What will be the main feature of your magazine?Title and
strap line (it must be the feature for which you wrote your article or
interview).
 Additional cover lines:What other contents are you going to include in
your magazine?
 Additional graphic elements:Think of the additional graphic elements
that you will include in your magazine cover (skyline, flashes, puffs, plugs,
screamers, etc)

14.  How many SECTIONS will your magazine have?
 What will be ALL the contents that you will include in each
section of the magazine? (Think of the headings/subheadings
for your contents page)