STATEMENT OF INTENT-NEW

My magazine Tropix will use media language to construct a fashion magazine predominantly on culture for women of ethnic minority backgrounds who have a passion for individualism, ethnic culture and self-discovery, within the sophisticated 16-25 year old AB demographic. Tropix will be distributed by Bauer; a professional entertainment network of multi-platform brands which have a gap in the market for a magazine of ethnic culture.

It follows the typical layout of a fashion magazine such as having a powerful shot of the fashion model on the front covers. I will be styling the models in outfits that stand out in order to explore my theme which is a cultural appreciation towards ethnic minorities. The front cover will consist of my model being centred which follows the regular format of magazines.

Mise en scene:

One of the shots used for the front cover of my magazine will be a long shot of my model Ria; who will be wearing western clothing with a twist along with Asian attire. She’ll be holding onto a silk scarf (commonly known as a Dupatta in south Asia) covering a lot of her upper body. Through editing I will enhance lighting to make it look more dramatic. This idea fits with my concept really well as the theme of my magazine if representing the minority of the UK and my model is mixed heritage (India and Jamaica) so overall represents both aspects of her cultural identity. Similar themes will also be repeated for the contents page as the theme of cultural hybridity will continue; having more models of ethnic backgrounds styling them to embrace their culture or others. However, my magazine is more focused on ethnic cultural vibrance. Other types of angles I will explore for my magazine will be low angle and close up shots of my models in order to make them seem powerful, dominant and in control which are essential characteristics for fashion models.

This magazine represents individuals through visual creativity as I’ll be experimenting with a variety of locations around London such as Dalston market, Shepard’s bush market and a lot of studio work exploring gel lighting to enhance colours and costume.

Media Audience

The target audience for my magazine are ethnic minorities and those that appreciate individuality and culture.

The message received from my magazine would be self-empowerment and knowing that being ethnically and culturally different is something to be proud of.

Once building a high rating of viewers the magazine would be sold in popular stores such as urban outfitters and Topshop around central London and Shoreditch to reach that culturally aware audience but also inner city areas such as Hackney and Brixton newsagents so that it’s accessible for the target audience of ethnic minorities and also those who have an interest for ethnic culture.

I intend to use digital convergence, which is the interlinking of a brand through digitalisation to reach a wider audience. The other platform will be a website which will include a similar layout to my magazine by using similar images; reinforcing the theme of cultural appreciation and the same font so it’s visibly obvious. Another aim of the website is for it to be easier to access and just as visually pleasing for the audience. This media convergence is effective as it creates synergy such as through a segment of my magazine called the ‘BollyHood series’ which will be presented in both platforms.

AUDIENCE PROFILE- TASK 2

Thank You! by farihah chowdhury

Media Summer Assignment- DRAFT

Media summer Assignment- Intent-draft

My magazine follows the typical layout of a fashion magazine through the visual representation such as the front cover. I will be styling models in outfits that stand out in order to enhance my theme which is a cultural appreciation towards ethnic minorities. The front cover will consist of my model being centred which follows the regular format of magazines. However, as the target audience for my magazine are ethnic minorities or those that appreciate individuality and culture my models will be of ethnic minorities. One of the shots used for the front cover of my magazine will be a long shot of my model Ria; who will be wearing western clothing with a twist along with Asian attire. She’ll be holding onto a silk scarf (commonly known as a Dupatta in south Asia) covering a lot of her upper body. Through editing I will enhance lighting to make it look more dramatic. This idea fits with my concept really well as the theme of my magazine if representing the minority of the UK and my model is mixed heritage (India and Jamaica) so overall fits perfect with costume also. Similar themes will also be repeated for the contents page as the theme of cultural hybridity will continue; having more models of ethnic backgrounds styling them to embrace their culture or others. My inspiration for this magazine came through ID magazine as they have a huge appreciation for the minorities of society whether racially, sexually and creatively. However, my magazine is more focused on ethnic cultural vibrance.

This magazine represents individuals through visual creativity as I’ll be experimenting with a variety of locations around London such as Dalston market, Shepard’s bush market and a lot of studio work exploring gel lighting to enhance colours and costume.

The message the target audience would receive from my magazine would be the constant feeling of empowerment and knowing that being ethnically and culturally different is something to be proud of.

The way my magazine would be distributed would be through online and promoted a lot through social media and blogging.  Once building a high rating of viewers the magazine would be sold in popular stores around central London, Shoreditch and hackney so that it’s accessible for the target audience. Then eventually being sold at WHSmith in order to reach a wider audience globally.

The layout for my website would be very similar to my magazine such as using similar images; reinforcing the theme of cultural appreciation and the same font so it’s visibly obvious. My aim of the website is for it to be an easier and just as visually pleasing for the audience. Nevertheless, through this format, the readers would be able to engage with the magazine and participate through sending their own looks back (this would be uploaded through social media and hashtags).

Magazine Courcework

ID MAGAZINE ANALYSIS

Blnc fashion magazine analysis

Magazine Mock up

Magazine research Task- ID

My chosen magazine will be ID.

Audience for this magazine-

media BBC task-Script

In the Guardian article they talk about how the BBC is facing a crisis as they're losing their younger audience due to newer visual entertainment such as Netflix which streams over 700 shows. This is good as there is something for everyone (niches instead of mainstream). However this could be argued as bad for humanity as more families are losing the traditional 'Family time in front of the Tv' time and communicating less by independently watch these unique shows.

the BBC risks being overtaken by competitors,” the BBC said in its annual plan published on Wednesday. “Maintaining the reach and time that audiences spend with our output is … difficult when they have so many other choices at their disposal. This challenge is most acute for young audiences.”

It found that more than 80% of children go to Google-owned YouTube for on-demand content, half to Netflix and only 29% to the BBC iPlayer. Children aged five to 15 spend more time each week online (15 hours and 18 minutes on average) than they do watching TV (14 hours).
TV set is increasingly under threat, with 43% of 12- to 15-year-olds using their mobile phones to watch TV.
Script, responding to the article and how BBC can improve in order to regain the large viewings (youth).

-This Guardian article was very interesting as TV is dying out and due to modern technology and quicker services such as Netflix this enables a broader range of shows that target at all individuals. 

-It's understandable that the BBC are failing in this aspect as the younger generation are always moving onto the next best thing and as BBC is still predominantly a traditional form of entertainment such as ongoing soaps like Eastenders that had first aired in the 80s. This attracts a more older generation which are eventually going to die out.

-One way I think the BBC can regain this audience is to perhaps carry out interviews and questionnaires which will allow in depth communication with the youth and will allow the BBC to discover their current interests, hobbies and even issues. For example me personally as a youth in london have a deep fascination for African American culture and exploring other Urban themes which aren't represented as much in the media. So perhaps creating more social documentaries on identity (race, age, clothing etc) would be a good idea. This would be a good method as the BBC would be able to broaden their shows; giving them more options. Something that Netflix are successful in.

-Nevertheless another thing the BBC can do in order to gain the younger generation back could be to get into partnership with youtube as this is predominately children's main attraction and are able to stream almost anything (trending youtubers nowadays of all backgrounds). In this collab perhaps they can work together creating fresh new visual ideas that target the youth.

-Also as the younger generation are more involved through social media such as instagram and twitter so perhaps releasing pop up adverts on these networks would be a good way to promote BBC. Also having their own snapchat daily updates that are separately targeted at the younger generation (swiping up to watch etc as it's easier and quicker to access).

NEA

Annotation and plan of website 

I had selected my best shot; regarding the lighting, compostion and framing of the images that visually look the best, yet portray my ideas and themes perfectly.
Introducing these talented women of colour as I had though of the idea building this segment to showcase their creative achievements which is something that doesn't get praised as much for women of ethnic minority in the media.
So by having text and interviews to back this up; overall makes the content stronger and gives the viewers a sense of 'truth and self-accomplishment', two main aspects of my magazine Tropix.
Locations:

• Dalston
• Shepherd's Bush
• Green space in Walthamstow 

The reason why I had chose to shoot Alfia-Jade in Dalston market was due to the fact that it's one of the most ethnically diverse markets I've ever been in and being around so much culture almost made me feel like I was in another country and not in London. So the costume had also been symbolic of the mixture of cultures as she was also wearing a western crop top along with the African-printed headwrap.

Shepherd's Bush was also another ethnically diverse market I had visited in West london and knew I had to come back with a model; and the idea of using the Bindi was to represent the idea of 'Cultural Appreciation' within the different ethnic minorities and doing an interview had allowed me to explored it in-depth through her perspective.

Walthamstow has now become a very familiar area for me; especially the sites I see en route to college every morning as going down Lea bridge road I'd often see some picturesque locations such as the green space surrounded by closed in trees. Which allowed me to visualise an idea for a shoot based on a 'Nubian princess' inspired shoot which fits perfectly with my magazine as it represents ethnic beauty in a natural setting.

Music video 1 case study task

IAMDDB- Shade 

This particular modern music video I'd say is a mixture of all types such as performance, narrative and conceptual due to the free-styled dancing we see the artist performing in numerous scenes and also lip syncing throughout the whole video; perhaps to create a perfect movie like narrative as this video does also include a story line,make-up, different locations and props. However it's quite conceptual as the lyrics don't match the scenes throughout the whole video. As the artists motives aren't very clear, however it is aesthetically pleasing. And a key theme is definitely produced that of which is 'empowerment' and having authority as this is symbolised through her lyrics and her confidence created through her makeup, costume and location.

Form and Convention

Camera- There are numerous different camera shots and movements in this video making it very versatile and creating different moods and effects. such as the over the shoulder shot/Steadicam shot; following the artist and her company on her wild journeys into numerous locations such as the local store and the flat. This effect emphasises the importance of the shots as going into simplistic environments can be exaggerated, it also makes the viewers feel present and involved. Numerous low angles were also used, for example when she was in the backyard in her over-sized fur coat and fire flames symmetrically behind her. This makes her seem dominant and clearly the main objective of the whole concept/music video conforming to the idea of star quality. Nevertheless the close-ups of the artist builds authorage, such as the close up of her in the car; focusing on her hair, makeup and style. This makes her seem authentic for her style and theme of the music video. Another effective camera movement was when it had zoomed out and tilted on numerous occasions; filming a horizontal angle had built quite a creative and intense atmosphere as it's a more interesting and abstract form of capturing image. Wide shots were also included a lot to perhaps capture the importance of their actions but also in their costume.

Editing- certain editing techniques such as slow motion during their dancing scenes were effective making it look more dramatic and aesthetically pleasing as we witness in-depth their enjoyment. Also the rhythm had attributed well as it corresponded well with the song such as the lyrics "uber everywhere" and her actually being in the uber.

Mise En Scene- Costume in this music video was very unique and linked perfectly to her authorage as an individual artist in the industry as she's recognised for her own style. This is shown throughout the video when she's wearing a leotard and an over-sized coat and slippers along with heavy jewellery. Props used were also effective and created quite an uplifting but reckless vibe when we see her carelessly smoking, snacking on fast-food, candy and drinking alcohol. Another important and effective prop/location were the scenes in the car as this is what made the video stand out even more with contrasting lighting inside making it look even more dramatic and this also attributed to the uplifting concept of the song. Locations such as the backyard and fire around her also made her seem dominant and empowering as she's centred and seems to have control.

role of lip sync- The lip lynching didn't continue throughout the whole video as we see her dancing in the beginning without lip syncing and enjoying life with her friend. This still works well as it's more like a movie/narrative which is also aesthetically pleasing and exciting to the viewers.

star quality/authorage- The entire production of the video fits very well with the artists image and her unique style making her more memorable. The video doesn't just focus on her as in most scenes she's with her friends having fun together. perhaps suggesting that she's more fierce with close ones around (female empowerment as she's with her female friend mostly). However she's also seen very dominant and powerful in the fire scene as she's centred on her own in her unique style.

Audience positioned- Personally I think the concept of the video is based on empowerment and rebelling against authority as we see her committing deviant acts on numerous occasions such as smoking, drinking and being childish in the supermarket. However all of this is glorified and seen as 'cool' and very youthful hence why the viewers may see this as fun and fantasise to remain youthful.

Post-modernism- breaking the fourth wall; as she's making direct eye contact with the camera, building a deeper connection with the audience. Nevertheless intertextuality is used often as the fan base is predominately the youth a lot of slang is used throughout the song such as "bitch I'm the wave". Many older people would perhaps not understand this slang therefore less effective for them, however those who are aware of it would be able to understand and enjoy.

linking it to my future music video-  The lighting and costume were my favourite aspects of this video as due to these factors the video is more memorable for me as it was very aesthetically pleasing and different. Also I liked the use of different locations such as the corner shop and inside the car as it made the narrative even more adventurous and exciting. This is something I'd like to achieve as it'll be more complex yet keep the viewers watching.