Plan

PLAN 

Music Video-

Explore how the combination of Media Language creates meaning for the audience in the video to Riptide 

Knee Jerk response - Vance Joy’s music video Riptide has several meanings for the audience to interpret. Although the general narrative can be very confusing and has many aspects to it, however, the intertextuality reference to horror movies is kept constant throughout the music video. 

• In the establishing shot, we see an almost tilted shot of the blue sky, which makes the shot mysterious because we don’t know where we are, it also positions us in an uncomfortable mode of address we would  then expect the next shot to tell us what we are doing 
• We can also see in the first shot some text which is the cast list of the things that feature in the music video this is an example of intertextuality as it makes reference to the film industry and more specifically the horror industry with titles such ‘the blade’, ‘the gun’, ‘the hexagrams’. 
• Continuity shot, We first see a close-up shot of woman which has a play on with the lyrics. It is a binary opposition shot from the previous shot. A proairtic discomfort look on her face and her eyes are looking out of the shot, and the eye trace shot is followed as we are looking at the light swing back and forth and it is the same flashes that were shown on her face. It anchors and emphasises the discomfort 
• There’s both intertextuality reference to the indie and pop culture. Indie culture with the post-modern references to the 70s through the mise-en-scene of costume and cinematography and pop culture by having females that are hegemonically attractive and using it as a voyeuristic technique to attract younger audiences 
• The reference to the horror genre is anchored through the woman singing in what looks like a karaoke setting, with her facial expression, makeup and costume being ruined throughout the duration of the music video. This can relate to horror as it starts with a character being happy and then later they’re not so happy. Vance says that the song is about his past relationship and they were happy at the start of the relationship however his partner later stopped loving him so it could be a symbolic code their relationship and his partner becoming less happy in the relationship 
• The music video also uses many unconventionally features such as having a women dance to the music of the song but off-beat which makes the audience confused. The songwriter not being in the music video is also unconventional as it isn’t selling him part of the product but rather the narrative and finally the music rarely uses continuity shots and uses hard cut, is this isn’t normal as it makes it harder for the audience to follow the narrative. 

Video Games- 

In what ways has ownership shaped the media product you have studied? Make sure you make reference to Assassin’s Creed franchise 

Knee jerk response: Ubisoft has shaped the Assassin’s Creed franchise through marketisation strategies such as promo trailers. As well as that, they have minimised the risk and maximised the profit by targeting a wide range of audience. Through the use of intertextuality reference to the film industry. 

• David Hesmondhalgh- it is essential for industries to minimise risk and maximise profit. 
• Games like assassin’s creed to target a mass group of the audience are for the money and profit. If it doesn’t have a mass group of an audience then it won’t make enough money. Meaning future games can’t be developed, thus the company, Ubisoft, will go bust 
• Assassin Creed Valhalla: Ubisoft has attracted its wide group through things such as trailer- is like a film trailer, high production values, not gameplay footage, clear narrative, intertextuality reference to Assasin’s Creed series and film reference like lord of the rings. 
• Key Theory 12- Power and media industries - Curran and Seaton, criticism such as driven by power and profit, lack creativity, diverse patterns of ownership can create more bold media product. 
• Diversification - live-action assassins creed film 

Advertising - 

Explore how the WaterAid advert you have studied appeals to its target Audience 

Knee Jerk- WaterAid appeals to its Target Audience by targeting different sub-groups within the target. Via using things such as intertextuality references. And building an emotional connection with the subject. 

• The target audience for the advert is broadly British people
• People with disposable income and that are charitable people 
• People that are in the 30s-50s, you can tell this by the 90s song they use.