Summer Project: coursework planning

Summer project tasks

Complete the following tasks on a blogpost on your coursework blog called 'Summer Project: coursework planning': 

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 videos

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?

Narrative TikTok example

This clip uses a strong narrative structure to build suspense and create a dramatic final reveal. Throughout the scene, the audience is encouraged to solve the mystery alongside the detectives as they piece together clues and question the remaining suspects. The narrative follows Barthes’ enigma code theory, as the identity of the murderer remains unknown for most of the film, creating mystery and keeping the audience engaged. As evidence is gradually revealed, tension increases and the audience begins to anticipate who the killer might be. This moment acts as the climax of the narrative, as the hidden injury beneath the hat confirms her involvement in the murders, portraying her as a villain while the detectives are the heroes for solving the murder mystery, according to Propps character types. The scene also reflects Todorov’s narrative theory, as the investigation moves towards a resolution and the disruption is explained. The final reveal provides closure for the audience while rewarding them for following the clues throughout the story.

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. 

Camerawork TikTok example

This video has a wide range of shots and angles to capture the decoration made by the business. They use a lot of close up shots in order to portray the fine details as part of their decorations as a persuasive technique, which grabs the attention of audiences. There are also a lot of zooms in and out to start at the detailed parts of the products and then provide a visual of the whole product and after the montage sequence capturing small parts of the design, they end with an establishing shot to create a full picture of the final product. This builds on the narrative of the video as the range of high angle shots provide a glimpse of attention towards each piece, that then adds up to the final product, allowing the montage to act as a good advertising tool for the business/ brand. 

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.

Mise-en-scene TikTok example

This TikTok effectively uses mise-en-scene to create the youthful and carefree atmosphere associated with the idea of a “teenage dream.” The costumes consist of casual, fashionable outfits that reflect current teenage culture and help the performers appear relatable to the target audience. The bright, natural lighting creates a warm and positive mood, reinforcing themes of happiness and freedom. The girls’ movement is energetic and playful, while their placement within group shots emphasises friendship and togetherness. Their smiling facial expressions communicate excitement and enjoyment, helping viewers connect emotionally with the video. The natural-looking makeup enhances authenticity, making the content feel realistic rather than overly staged. the various different settings, such as outdoor locations and social spaces, visually represent adventure and memorable experiences. The non-diegetic soundtrack, Teenage Dream, complements these visual elements, as the lyrics and upbeat tone reinforce the carefree lifestyle being portrayed throughout the video.

TikTok  Video 4: Editing

For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the video create pace and excitement - or does it create a different effect for the audience?  

TikTok editing montage example

This travel montage uses a range of editing techniques to create an engaging and visually appealing video. The opening section is edited at a fast pace, with quick cuts, animated typography and rapidly changing clips designed to immediately capture the audience’s attention and encourage them to keep watching. The large text introducing Malta acts as a visual hook, while the different fonts and text animations create excitement and establish the video's energetic tone. As the montage progresses, the editing becomes slightly slower, allowing viewers to appreciate the scenery and attractions being shown. However, the pace still matches the rhythm of the music, with each clip changing in time with the beat, creating a sense of flow and professionalism. This beat synchronisation makes the video more satisfying to watch and helps maintain audience engagement. The montage structure allows many locations and experiences to be shown in a short time, while the typography and transitions help create a clear travel-themed narrative that promotes Malta as an attractive destination.

TikTok  Video 5: Music Video Conventions

Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth TikTok example?

Music video example

In this music video, there are many different conventions that are used relating to Goodwin's music video conventions theories. For example, the video is primarily performance-based, as she performs directly to the camera while also appearing alongside dancers in choreographed sequences. There is a clear relationship between visuals and lyrics, as the upside-down cityscape and constantly changing settings reflect the song’s message of moving on from difficult experiences and embracing positivity. It also includes notions of looking, with mirrors, reflections and unusual camera angles encouraging the audience to focus on image and identity. The demands of the record label are evident through frequent close-ups of the singer, ensuring she remains the main focus throughout the video and strengthening her star image. Additionally, elements of female objectification can be seen through glamorous costumes, fitted outfits and stylised camera shots that emphasise her appearance, reflecting aspects of the male gaze that are often present in pop music videos.

TikTok 6: Visual effects, intertextuality or product placement

Choose a TikTok video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video. 

Video example (visual)

This sunscreen advert uses effective product placement, visual effects and camera techniques to promote the product. The bright outdoor setting and summer atmosphere immediately connect to the purpose of sunscreen, reinforcing ideas of sunshine, warmth and skin protection. The product is introduced inside a floating bubble, which acts as a visual effect and symbolises freshness, lightness and summer fun. When the bubble pops and the sunscreen lands directly in the model’s hand, the editing creates a seamless transition that draws attention to the product and makes it appear desirable and easy to use. Throughout the advert, the sunscreen remains the central focus, ensuring strong product placement. A close-up shot of the model applying the product to her face demonstrates how it should be used while also highlighting its texture and effectiveness. The fast-paced editing and smooth visual effects create an engaging viewing experience, helping the advert appeal to a younger audience on TikTok while clearly communicating the product’s benefits and purpose.

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.

2) Planning: THREE TikTok video treatments

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. 

Keep in mind, the brief does not stipulate the number of TikTok videos, only the total runtime of 3 minutes of video content in total.

For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what your TikTok videos will look like. The most important thing is to keep in mind the brief - one of the TikTok videos must promote the soft drink. Other TikTok videos can feature any of the following:

• 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 

Start each of your THREE treatments with the following key details: 

1) Artists and song(s) you will use for video.

2) Original name for artist you have created - MUST be completely original

For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.

Treatment 1:

Music video - around a min long

Song used: Breaking dishes by Rihanna

Artist (original name) - RAYA

Music video will feature a range of camera movements and angles such as low angle shots in order to promote the concept of female empowerment. There will also be shots of dishes being broken to match the visuals and lyrics of the music and the video, as mentioned in Goodwin's theory. It was also feature different locations and costumes for the artist and the editing will involved going back and forth between different scenes.

Treatment 2:

Advertisement - around a minute long

Featuring the new soft drink called EVOLVE

Tagline: Own Your Energy

This advert will feature a narrative that showcases the daily lifestyle of the artist being lazy until she drinks her soft drink and then is motivated to get ready for the day, where the drink acts like a confidence boost as the tagline is: Own Your Energy and that's exactly what she does.

Treatment 3:

Outfits of the day video of artist (for a week) - around 20 seconds long

This will feature low angle shots to promote the fashion lifestyle and iconic taste of the artist showcasing her outfits every day of the way (a trend) and this will suggest female empowerment by putting her in a position of authority and control, while showcasing the artist expressing their energy. 

Treatment 4:

Interview - about 30-40 seconds long

This will include the artist being interviewed about the concept of her new soft drink, the meaning behind it and questions about merch, tour and her song. etc.

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.

It should explain:

• 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

We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this). 

This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.

My coursework products will consist of a series of promotional TikTok videos for my original pop artist, Raya, alongside a branded soft drink called Evolve with the tagline “Own Your Energy.” My overall concept focuses on female empowerment, confidence and self-expression. The target audience will be mainstream music fans aged 16–25 who are interested in pop culture, fashion, social media and contemporary music artists such as Rihanna, Tate McRae and Sabrina Carpenter.

The music video will use the song 'Breaking Dishes' by Rihanna and will follow a performance-based style while incorporating narrative elements. I will use locations including my house and public locations in Central London. Following Goodwin’s music video theory, there will be a clear relationship between lyrics and visuals. For example, when the lyrics reference breaking dishes, I will include visual shots of dishes being smashed, potentially using slow-motion editing to emphasise the action. I also plan to include a clock when the lyrics mention a specific time, creating another direct link between the song and the visuals. Frequent close-ups of Raya will help establish her star image as wanted by the record labels, while a range of camera shots, including low-angle shots, will communicate confidence, power and independence.

My products will challenge traditional stereotypes of women by presenting Raya as ambitious, self-assured and expressive rather than passive or dependent, subverting traditional societal expectations which placed limits on the power of women. This reflects Gauntlett’s theory of identity, as audiences may use media representations to shape and express their own identities. Through confident body language, direct address and fashionable styling, Raya will be represented as a positive role model for young women and the main focus will be on empowerment and individuality.

The promotional TikTok videos will further develop Raya’s brand identity. One video will feature trendy, outfit-of-the-week content, using low-angle camerawork and confident poses to reinforce themes of empowerment and self-expression. This content reflects contemporary social media culture while remaining consistent with the artist’s overall image. The Evolve soft drink will also support these themes through its branding and tagline, encouraging audiences to embrace confidence and personal growth.

My audience will engage with the products through smartphones and social media platforms, particularly TikTok, Instagram and also through the artist's website. This demonstrates digital convergence, as music, advertising and social media promotion are combined across multiple platforms. While looking at Blumler and Katz’s uses and gratifications theory, audiences may gain entertainment, personal identity and social interaction from the content provided on these platforms. In addition, linking to Hall's reception theory, the preferred reading is to persuade female audiences to express themselves in confidence and embrace their authority.

Overall, my products will combine contemporary pop conventions, empowering representations and social media marketing techniques to create a strong and engaging brand identity for my artist.

4) Ignite presentation

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 embedded 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.

Ignite presentations have very specific rules: you must create exactly 20 slides with each slide set to 15-second auto-advance. This means your presentation will be exactly five minutes followed by questions and comments from the class. You will deliver your presentation on your coursework planning in the first week back in September.

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

My presentation:

https://canva.link/k6ayoqal7ap25wd