Statement of Intent

Centre Name: Harris Academy Chafford Hundred            Centre Number: 16706

Candidate Name: Lisa Chishaka                                            Candidate Number: 4209

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 : Music Video 

I intend to use the age group of 16 - 25, who are socially conscious in the middle to upmarket demographic to help meet the requirements of the chosen brief. They are my target audience therefore I will use them as a way to help communicate the meaning behind my music video. My video is set in a conference room in a workplace. This relates to this age group as they are beginning to join the workforce but want to fight the injustice happening in the workplace. The theme of the brief is a protest song. The protest that I have chosen is the Black Lives Matter movement as it is a relevant topic during 2020 due to the uproar of protests and people speaking out. This music video will show that in the workplace as it takes place with people having an important meeting about the future of the company, but they do not accurately represent all ethnicities. This is a way to represent white supremacy in a controlled environment. The black people burst into the room and demand that they have a say in their future. They show emotions of anger and passion as they feel as if they are being ignored and rejected in the workplace. This is to represent how black people in there day to day lives feel as if they are being rejected even though they live or work in the same area as other people. I intend to use the four theoretical frameworks (representation, language, industries, and audiences) to help communicate the meaning that I want to convey to my target audience. I want to film this whole video in one room as a way to show that even though they changed inside the room it did not make an impact outside the room. This is a play on showing your true colours behind closed doors. This is the essence of the Black Lives Matter Movement as black people feel as if they are not truly accepted unless no one is looking. I intend to use this music video as a way to translate the century-long agony into the modern-day and to show that even though racism had changed it still is not gone. The song I have chosen is Freedom by Beyoncé. This song is what the black employees are saying to the white people. I intend to make the song the message the black community is trying to tell but throughout the video, they are ignored and disregarded. Which is the reason why they are protesting. 

Product 2 : The website

For my website, I want it to be simple and easy to navigate but colourful. The colours should seem chaotic and disruptive as it represents the disruption in the status quo. My target audience is 16 - 25-year-olds so the website has to be easy to navigate and also tells the audience what the website is about so that they do not forget. Furthermore, it is a way for the audience to understand what I am protesting for and to inform them on how to help my cause. The font is easy to read and simple words to understand. The words are clear for the audience to see so that they can know what I am protesting about. My protest is about Black Lives Matter, therefore I have made sure to use the colours black and yellow on my website as they are the colours used to represent the movement.

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) 

To digitally converge my music video, I will put promote my social media accounts at the end of the music video as well as put in my biography underneath my music video on YouTube. Furthermore, I will link my music video and social media accounts to my website. On the banner of my YouTube account, I will add the logo of my website. To make my convergence suitable for the targeted audience throughout my website, I will make it easy for the audience to navigate around. Regarding the logo, I will place it at the top of every page and make sure that it is bold so that it's easy for the target audience to identify.