Statement of Intent.
Statement of Intent
In my A-level music video I aim to use media language to produce a pop music video combining elements of dance and singing which will include aspects of gender inequality and the fact that feminism can sometimes be seen as lacking in intersectionality. We need to understand the intersectionality understanding of feminism as it requites us as a society to examine all different ways people can be oppressed based on individual identities and how these various identities can combine to unique forms of cruel exercise of authority.
I have chosen to use "Independent Woman, Pt. 1" by Destiny's Child as I have always been inspired by their female strength, vocal assertiveness and passion to spread female success and close the gender wage gap. "Independent Woman" is defined as "A woman who pays her own bills, buys her own things, and does not allow a man to affect her stability or self-confidence. She supports herself on her own entirely and is proud to be able to do so". This level of independence is written within the lyrics of the video and I believe that spreading this message to socially aware people with close this socially constructed gender gap in success. While feminism has become a spiderweb of threads over the past ten years, the millennium R&B was all about the third-wave feminist ideas centred around ideas of relyin' on the man (this is seen in TLC's "No Scrubs") and a uber capitalist power.
My target I am hoping to attract are sophisticated, culturally and socially aware 16-25 year olds within a ABC1 demographic as I hope that people who are from a working-class, less fortunate childhood can aspire to be successful without relying on the dominance of a male figure which is the original message of the video, but also spread this message among the male audience so they have an idea of the lurking gender inequality. I have also chosen Destiny's Child/Beyonce as I believe it realties to my demographic. I use media language to create a sophisticated and glamorous visual background, the narrative of the music video set in the house she has been able to buy herself due to her individual sucess and drive, it will feature a group of young teenage woman enjoying themselves without the need of a man. This will appeal to a fairly large target audience due to most young female woman aspiring to be them, but also they will be in a similar age catoerogy os they will be able to identify with them. I will inccoperate ideas of mis-en-scene inspired from old 80's and 90's pop music videos to give the audience who are slightly older a sense of nostagia.
The music video will have a multitude of locations which it is set in, from London to the grand house which the lead singer has bought herself, the range of locations allows the audience to be transported from their surroundings, which will create escapism as well as providing thrilling content for the viewers. The grand house in which the video will be set in will be filled with lavish furniture and fancy belongings which has been past for through hard work and determination so the audience will be motivated to follow in her footsteps, this story is truly incredible as the started her career in a position where she was not financially stable, and was born into a ordinary family in Texas to Tina Knowles a hairdresser and salon owner and Mathew Knowles a sales manager. The group Destiny's Child made numerous of tracks related to female sucess and indivudlaism, for example, their 2002 Grammy Awards single "Survior" was inspired to "write us out of all that negativity" after Franklin was dismissed from the group. Their honesty and determination is truly inspiring as a group and I believe have changed the female pop culture drastically. The video will represent strong and powerful women who's duty it is to succeed and abolish this gender gap in society, allowing for the target audience to see that the future is promising and that we have the same vital role as men to complete in society. Intertextuality will be created through references to Beyonce's notorious lead single "Formation" directed by Meliana Matsoukas, this Grammy Award single carries notions of empowerment and pride of her heritage, which I believe ties perfectly with the overall message I am trying to portray in my video. Beyonce over the years has gained a strong female fan base in which works perfectly with my demographic. I was intrigued by the fast pace and short shots throughout the video that work perfectly with two beat of the song, along with the the numerous locations in which it is set in. Throughout the video there is many different looks that Beyonce is wearing within the video, some very glamorous and some very natural, this I definley want to make reference to in my video, sharing the message of natural beauty to my young female audience and that women in music videos aren't just sexually objectified objects through codes of clothing, it can be for own personal pleasure as well. This links to David Gauntlet proposed theory of identity, his theory was that the material we see in the media texts act as 'tools' for the audience to 'pick and mix' as a way of creating their own identities. Beyonce individual style and natural beauty joined with her usual young female demographic may inspire and influence many of the members in their own indentities. the Within my music video I would like to have intertextual references to one of my favourite moments in the music video, this 0.06 second clip is of Beyonce sat in a vintage looking car with her beautiful lomg braided hair falling out of the video in a slow and powerful shot. This medium-close up shot has Beyonce with direct eye contact to the camera driving slowly towards the camera, this powerful shot is extremely eye-catching and one in which I am going to add into my music video.
My target I am hoping to attract are sophisticated, culturally and socially aware 16-25 year olds within a ABC1 demographic as I hope that people who are from a working-class, less fortunate childhood can aspire to be successful without relying on the dominance of a male figure which is the original message of the video, but also spread this message among the male audience so they have an idea of the lurking gender inequality. I have also chosen Destiny's Child/Beyonce as I believe it realties to my demographic. I use media language to create a sophisticated and glamorous visual background, the narrative of the music video set in the house she has been able to buy herself due to her individual sucess and drive, it will feature a group of young teenage woman enjoying themselves without the need of a man. This will appeal to a fairly large target audience due to most young female woman aspiring to be them, but also they will be in a similar age catoerogy os they will be able to identify with them. I will inccoperate ideas of mis-en-scene inspired from old 80's and 90's pop music videos to give the audience who are slightly older a sense of nostagia.
The music video will have a multitude of locations which it is set in, from London to the grand house which the lead singer has bought herself, the range of locations allows the audience to be transported from their surroundings, which will create escapism as well as providing thrilling content for the viewers. The grand house in which the video will be set in will be filled with lavish furniture and fancy belongings which has been past for through hard work and determination so the audience will be motivated to follow in her footsteps, this story is truly incredible as the started her career in a position where she was not financially stable, and was born into a ordinary family in Texas to Tina Knowles a hairdresser and salon owner and Mathew Knowles a sales manager. The group Destiny's Child made numerous of tracks related to female sucess and indivudlaism, for example, their 2002 Grammy Awards single "Survior" was inspired to "write us out of all that negativity" after Franklin was dismissed from the group. Their honesty and determination is truly inspiring as a group and I believe have changed the female pop culture drastically. The video will represent strong and powerful women who's duty it is to succeed and abolish this gender gap in society, allowing for the target audience to see that the future is promising and that we have the same vital role as men to complete in society. Intertextuality will be created through references to Beyonce's notorious lead single "Formation" directed by Meliana Matsoukas, this Grammy Award single carries notions of empowerment and pride of her heritage, which I believe ties perfectly with the overall message I am trying to portray in my video. Beyonce over the years has gained a strong female fan base in which works perfectly with my demographic. I was intrigued by the fast pace and short shots throughout the video that work perfectly with two beat of the song, along with the the numerous locations in which it is set in. Throughout the video there is many different looks that Beyonce is wearing within the video, some very glamorous and some very natural, this I definley want to make reference to in my video, sharing the message of natural beauty to my young female audience and that women in music videos aren't just sexually objectified objects through codes of clothing, it can be for own personal pleasure as well. This links to David Gauntlet proposed theory of identity, his theory was that the material we see in the media texts act as 'tools' for the audience to 'pick and mix' as a way of creating their own identities. Beyonce individual style and natural beauty joined with her usual young female demographic may inspire and influence many of the members in their own indentities. the Within my music video I would like to have intertextual references to one of my favourite moments in the music video, this 0.06 second clip is of Beyonce sat in a vintage looking car with her beautiful lomg braided hair falling out of the video in a slow and powerful shot. This medium-close up shot has Beyonce with direct eye contact to the camera driving slowly towards the camera, this powerful shot is extremely eye-catching and one in which I am going to add into my music video.
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