Statement of intent coursework.

 Introduction-

The artist I've chosen is JoJo and I'm using the song is Leave. The music video is ultimately about a troubled kid who grew up misbehaving but then grows up to be a good child making her mother proud. The way this music video helps improve the community is that even if you grew up a bad rebellious child you can still have the potential to change and grow. Todorov's theory is seen in this music video by the equilibrium which is when the music video starts off  with the young girl being a naughty rebellious child, disequilibrium where she causes trouble (fighting her brother, arguing with mum, no homework) then the new equilibrium where she changes to be the complete opposite and is a well behaved teenager. Furthermore the video includes Barthes theory of the enigma code of what initially motivated the young girl to change? Lastly Propp's character theory which is where the young girl at the start is the villain and causes drama, mum being the helper trying to discipline her child, the older girl being the hero as she completely changes to someone who is a positive addition to society (reformer).

Media Language-

Camerawork; The long shot of her leaning against the wall reflects despite the fact that she's a troubled child she's still somewhat disappointed in herself and is not necessarily proud of herself , the medium shot at the end of the mum being proud of her child when she got a positive phone call really shows how her child has changed over the years. I will use different settings of her being in her room, kitchen, brothers room maybe even a park and including different props like books, pencils, food etc. There will also be different clothing so she will be in her pyjamas, school clothes and her mum will also change from outside clothes to home clothes in certain looks. I will communicate the community element of the brief  by how your behaviour and persona can really affect your community for example picking up litter really helps. There will be a zoom in on her face when she walks out when she was just in an argument with her brother and how upset she feels which suggests although she's seen as a rebellious child she still feels guilty of her actions. I also intend for the music video to include non diegetic sounds where its the background music and diegetic noise where at the beginning she's playing video games avoiding homework.

Media Representation-

I intend for the music video to represent the demographics of the her age starting off being a preteen and transforms to a better person going into her teenage years. Moreover, her ethnicity which is Kurdish which is underrepresented in her community so she may feel isolated from her peers being from a background which isn't so common so her coming out of her comfort zone demonstrates its difficult but it does get better. Her being a young teenage girl mostly being in her room and being moody reinforces the stereotypes of her being lazy, isolated and emotional.

Media Audiences-

I'm also planning on including a number of theory's which include Levi strass's binary opposition theory where the music video starts off in a dark setting denoting the past, evil, bad and moves to a light setting which denotes the present, good, bright. Additionally Stuart halls reception of the preferred reading is giving courage that every small step helps and you can change and that can help your community as well as you. I will also ensure the music video includes Blumber and Katz theory where the young girl has a rocky relationship with her mum and brother, also a diversion keeping the audience entertained and lastly personal identity with having a specific target audience which maybe relates to the music video and it motivates them.