COMP 3: Media Language

A Level Media Studies

This blog outlines the media language and visual codes used in our music video. The two (2) main ideas and message that we want to deliver include the star's positive feeling after cutting ties with her ex-boyfriend and the girlfriends' support towards the star. This blog is written by me (Sharon).

Music Video (Media Language)

Here, the transition we used is a fade in and out to illustrate the "dreamy" effect upon the star's 'freedom'. It portrays that the star is having a good time, along with her friends, especially through the long shots which highlight everybody's joy. As well as the pastel-like colour in these scenes resembles the ocean and further accentuates the 'dreamy' effect very well. The first and second pictures above also depict that the star has found happiness in herself after the breakup via a long shot, showing her individuality, hence extending the illustration of her contentment.

The low-angle shot utilized in this scene suggests that the star has somewhat gained power over herself, perhaps after the breakup. It shows that the star has come out of her comfort zone positively (as the low-angle shot illustrates that the star is unaware of the camera itself) by finding her own happiness, one of them being around her girlfriends.

This scene was edited with a slow-motion effect to enhance the moment of delight and joy, as well as to intensify the visualisation of the feathers falling (an artistic effect) which suggests their liveliness.

The two reveals above include the star's ex-boyfriend and the note on the flower bouquet. I believe Barthes' narrative codes of 'hermeneutic code' played a part in these scenes to keep the audience hooked and which could surprise them in a way. Although these reveals took place quickly, it was still a way to provoke the audience's astonishment. We have chosen red roses as according to Barthes' narrative codes of cultural code, they are a symbolic code for 'love' in media. This further suggests that the star's ex-boyfriend is still hooked on her, and it was his loss after all. The third (3rd) picture above utilized an over-the-shoulder shot to give a short glance at the star's reaction to her ex's act of apology while still having him in frame to exaggerate his action was in fact absurd. The fourth (4th) picture shows a close-up of the note on the flower bouquet right after the star took a glance at the bouquet (shown in the 3rd picture) to additionally embellish his ridiculous act of apology to an extent.

The lighting in this scene is shown to be blindingly bright which to an extent conveys the star's feeling of delight, specifically with the medium close-up shot utilized. The medium close-up assists in showcasing the star's emotions (of pure joy) and body language which allows the audience to also feel happy for her. Bright lighting suggests a positive mood and/or message that relates to how the star feels deeply after breaking ties with her ex-boyfriend - full of pride and joy.

Another shot (a long shot) of the pillow fight scene was utilized to further show the star's individuality in finding her own happiness. This can be seen through the placement and framing of the star on camera, that is in the centre. It could also illustrate the star's cheerful and carefree sentiments, and to have the scene appear more lively and energetic with the involvement of the star's friends.

Jumpcuts are used for the park scene above. This could be for the purpose of fast-forwarding their enjoyment of the moment as they get closer and closer to the camera and exciting the audience so they can feel more involved with the performers. A wide shot is utilized to display the star's chemistry with her girlfriends throughout the scene, which shows a lot as she seems to be interacting with them all along. The location, a park, portrays a majority of the green fields and plants surrounding them; representing new beginnings and growth. Additionally, green itself is a down-to-earth colour which corresponds to the star's personality. The 'new beginnings' here show the star's fresh start after cutting ties with her ex-boyfriend and becoming grown. Their white clothing, too, provides a great colour combination with the green park as white connotes purity, which relates to the star's next chapter in life.

Here, a medium close-up shot is used as the star lipsyncs to the camera and the audience, which in a way could be to 'indirectly communicate' with the audience through the lyrics. This could present the audience with a feeling of a 'connection' with the star. Also, as the star does her make-up while still being in her pyjamas throughout, this further provides a deeper connection with the audience as girls would normally share their feelings with their girlfriends comfortably while applying their make-up, as a sense of creating deeper bonds. The dark lighting on the other hand correlates with the lyrics the star is lipsyncing to, which isn't the most positive as it surrounds the topic of the star's unpleasant past with her ex-boyfriend.

A close shot of the exterior of the star's car featuring the star driving and a few of her girlfriends in the backseat with the windows down portrays her individuality after cutting ties with her ex-boyfriend. The star's wind-blown hair suggests freedom and independence as she is having the time of her life with her girlfriends.

We have again utilized jumpcuts in this scene where the star and her girlfriend enter a room with their pyjamas on and exit the room already dressed up in their white summer outfits. With them leaping in full of joy and excitement hand-in-hand, this could also have the audience feel their excitement all along through the jumpcuts. A wide shot is used to portray the girlfriends' chemistry with one another as we can see each of them making their exit and entrance.

The usage of whip pan in this scene (a total of 3 parts) made a significant impact on the meaning of the lyrics as the star asks a question and the camera whip pans to her girlfriends answering the question. One of the questions being "You want me?" and "I'm done" being the answer to that. This energy from the whip pans further shows their chemistry with one another, how much the star's girlfriends support her, and encourages the fact that the star wants nothing from her ex-boyfriend anymore. It also suggests how the star comprehends her self-worth by disregarding her ex-boyfriend in her life.

The cursive and lightweight font in our opening scene I believe directly links to the word/title "Feather" itself. This typeface emphasizes the positive feeling of 'freedom' after cutting ties with the star's ex-boyfriend. Moreover, cursive fonts connote elegance and femininity, whereas the white colour represents innocence and purity.

Digipak (Media Language)

Above is the digipak cover for the star's (Kiara's) first mini album. 

The text "Kiara's 1st Mini Album" was inspired by Korean artists' first releases, so we would like to include that to enable the audience to check a new artist's potential. "1st" also suggests that the star is likely to release more albums in the future which shows her determination and growth in the music industry. We chose the colour green for this text to resemble our inside pages. The cloudy blue sky and the star's white dress connote a white bird flying freely in the sky which aligns with our message of having a free life after cutting ties with her ex-lover (freedom). In addition, the cursive typeface with a white colour also connotes freedom, purity, and innocence. The star's pose (her hands posing elegantly in the air) further implies our message of 'freedom'. This blog further analyses my research on digipaks.

Here are the digipak's inside pages. We chose green as the base colour to connote her down-to-earth personality, and to contrast the front and back pages of our digipak. On the left, the star looks slightly upwards which suggests hope and dream. Her wind-blown hair showcases her 'freedom' and feels lighter after the breakup, the bubbles, and where the tracklist text, too, use a cursive font to align this message.

We used the background of the star overlooking the blue ocean to connect the front page with. The anecdote (a small introduction of the star) gives a gist to the audience on who Kiara is. I believe that this is greatly useful to attract potential fans for a fanbase and is beneficial since this is her first album release in the music industry, hence, making a debut. This blog further analyses my research on digipaks.

Self Reflection: These analyses of a variety of scenes from the music video, as well as the digipak, would assist me in developing my critical self reflection - providing me with extended ideas.