A-LEVEL MEDIA STUDIES

Cover Sheet Section B: Learner Statement of Aims and Intentions (approximately 500 words).

Explain the ways in which you will respond to the brief to create a cross-media production, applying your
knowledge and understanding of the theoretical framework. Use the questions below as a guide.

Learner Name: Jack Pinkney Word Count:

488
 Use evidence from your research into: similar products; the industry context; your target
audience, as well as theoretical perspectives, to explain your decisions:
o How and why will you use media language in your cross-media production?
o How and why will you construct representations of individuals, groups and issues/events?
o How will you target your intended audience?
o How will your production conform to its industry context?
o How will your cross-media production demonstrate digital convergence?

In my music video I will be using similar narrative lines to other Catfish and the Bottlemen videos in order
for it to appear as if it is their original video. Similarly, in the Magazine part, I will us central images of my
actor in order for it to appear as though he’s their lead singer and main ‘ambassador’, in order to maintain
similarities to other culture magazines. Overall, I will be using media language in my cross-media
production to give it authenticity and maintain as much synchronicity between my two projects and
professional work as I can.

My production will include representations of predominantly younger people because this is what I
discovered Catfish’s audience were predominantly (teenage, maybe appealing to younger 20’s also) by
using young actors in my video. But also I will be indicating the events of domestic violence, largely towards
the man in a relationship because there’s largely an unspoken culture that they don’t speak out due to ‘toxic
masculinity’, they’re scared of the humiliation of being beaten by a woman, which I feel is a dangerous view
to hold, although it should hold relevance towards any domestic abuse, it’s not specific for a certain gender.

As I glanced over, I will be targeting my intended audience of mainly about 13-21 by using this age range
as actors in my music video, and using themes that will be understood by the youthful audience, but also
will be covering a hard subject that will maybe affect this age group especially due to the peer pressures
and social views of this age group. They’re more likely to be too scared to speak out and I feel that Catfish
and the Bottlemen are a group that would try to encourage people to find their voice, hence the relevance
to the band.

My production will conform to its industry context by editing/leaving out anything that would be censored
due to regulations for mainstream media. I’ll do this in order for it to fit its context of being a video to be
played on mainstream medias theoretically, so that it’s able to serve its purpose in advertising the band, I
also believe the sensitive subject will allow the video to gain traction and attention in a wider audience as
well, which would be an appealing concept to the independent record label.

My cross-media production will demonstrate digital convergence by the use of pictures, video and text
within the two pieces. The video will obviously include lots of film, as well as some text in order to introduce
the video and song, as well as to give the video meaning at the end with statistics. There will also be a
variety of soundtrack and background noise throughout the video. Within the magazine side, there will
obviously be a lot of text, as well as several pictures in order to comply with the rules and make it a higher
quality presentation.