Summer project tasks
1) Research: TikTok videos
You need to write a 150-word close-textual analysis of SIX TikTok videos that will inform your production work. The TikTok videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok video?
This TikTok is mainly based around someone telling a story about their experience with an academy. They speak straight to the camera, which makes it feel quite personal, like they’re telling the viewer the story themselves. The video keeps you interested because you want to find out what happened and how the situation ended. You could link this to Todorov’s narrative theory because the story starts by explaining the situation and then moves on to what happened. Something changes or happens which gives the story a problem or disruption. Obviously, because it’s a TikTok, everything happens much quicker than it would in a film. I think the storytime style works well because it’s simple and doesn’t need loads of editing or effects. The audience mainly focuses on what the person is saying, and the fact that they’re talking directly to the camera makes it easier to connect with them.
TikTok Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and performances and camerawork can contribute to this.
In this TikTok, the camerawork helps show the energy of Dave’s performance. There are likely close-up shots of him, which let the audience see his facial expressions, as well as wider shots showing the stage and the crowd. This makes the video feel more like you’re actually there watching the performance. Camera movement is important as well because a completely still camera would probably make the performance look boring. Moving around the artist or following them makes everything feel more energetic. Different angles can also make Dave look more powerful and important as the main performer. The camerawork changes throughout the video, so there is always something different for the audience to look at. Overall, I think the different shots and camera movement help capture the atmosphere of the performance and make the TikTok more exciting to watch.
TikTok Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
The mise-en-scène in a Central Cee TikTok is important because it helps create his image as a UK rap artist. His clothes are a big part of this, as he is often shown wearing streetwear and expensive designer clothing. This gives the audience an idea of his style and status. The location is important too. If the video is filmed in a city or urban area, it connects with the UK rap genre and makes the video feel more realistic. Things like jewellery, cars or other expensive items can also show success and wealth. The lighting and colours can change the mood depending on the video. All these things help build Central Cee’s brand and make him recognisable to his fans. I think the mise-en-scène is effective because you can quickly understand what type of artist he is just from looking at the video.
The editing is probably one of the most important parts of this football TikTok because it makes normal football clips look much more exciting. There are usually lots of quick cuts between different moments, which keeps the pace fast. The editor might also use slow motion for important moments, like a goal or celebration, to make them stand out more. The clips are often timed with the music, so they change on the beat. This makes the edit feel smoother and more satisfying to watch. Different clips can also be put next to each other to create a contrast, for example showing a player struggling and then showing them succeeding later. Transitions help the video move between clips without it feeling too random. Overall, the editing makes the football more dramatic and entertaining. It works well for TikTok because it gets to the exciting parts quickly and keeps the audience interest
This TikTok uses quite a few music video conventions that can be linked to Andrew Goodwin’s theory. One of the main ones is the connection between the music and the visuals. The editing and movement can match the beat of the song, which makes everything feel connected. Performance is also important because Dave and Central Cee are the main focus and their image is being promoted. Close-up shots can help the audience recognise them and connect with them as artists. Their clothes, locations and body language also represent their image and the UK rap genre. The video is designed to look memorable and make people interested in the music. This is especially useful on TikTok because a short clip can introduce a song to loads of people. Overall, even though it is shorter than a normal music video, it still uses many of the same conventions and helps promote both the song and the artists.
This TikTok uses effects to make clips of Jude Bellingham look more dramatic. Slow motion is probably one of the main effects because it makes important moments feel bigger and gives the video a more cinematic look. Zooms might be used to focus on his face or reaction, especially during an important moment. Filters can also change the overall look of the video and create a particular mood. The editor may use transitions to move between clips smoothly as well. The music is also important because it can make the footage feel more emotional or exciting. Some football edits also include references to popular memes or TikTok trends, which makes them more relatable for people who use the app regularly. I think the effects make the video more interesting than just watching normal football footage. They make Jude Bellingham seem more iconic
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need to choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
- personal information from the artist
- replication of a social media trend (e.g. 'bees in a trap' video, ice-bucket challenge) extracts from podcasts, press conferences, red carpet appearances and/or promotional interviews
- clips from a music video
- any other content you feel is appropriate
Artist/song: Dave & Central Cee — Sprinter
Original artist name: SUPER POWER
TikTok 2
Artist/song: Central Cee — Loading
Original artist name: SUPER POWER
TikTok 3
Artist/song: The Weeknd — Blinding Lights
Original artist name: SUPER POWER
TikTok 1 – Music video clips
Brief description:
I am going to use short clips from the music video and edit the best parts together to create an interesting TikTok that promotes my artist,super power
TikTok 2 – Personal information
Brief description:
I am going to create a TikTok using text and images to share personal information and facts about my artist super power, so the audience can learn more about him.
I am going to create a short TikTok advert to promote my original soft drink, The video will show the drink clearly using different shots, text and music to make it look appealing and encourage people to try it.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
- the ways in which you will apply knowledge and understanding of media language and media representation to your products
- how your products will target the intended audience
- the industry context they are created for
- how you will exploit the opportunities for digital convergence between the products
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
- Your TikTok videos and website pages concept: your new original artist, genre, song and TikTok video treatments. Then, your print brief: title and logo for the artist's website, name of own branded new soft drink etc.
- Media language: how you will use TikTok video conventions and website conventions - e.g. camerawork, editing, typography, layout and mise-en-scene to create meanings for your audience.
- Media representations: how you will use or subvert stereotypes in your TikTok video and web pages; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.
- Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your TikTok video and web pages; audience theory if relevant. Consider merchandise for your music artist which could be made available through their website e.g. www.spreadshirt.co.uk (could be embeded on a web page)
- Media industries and digital convergence: the potential record company that would promote your artist; the retail providers where you can purchase the artist's own branded new soft drink; the brand identity for your artist (consider the type of social media platforms they would feature on); how fans would engage with your products etc.
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
You can find more information about Ignite presentations - including examples - in this Ignite presentation blogpost here.
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