By Beth, Nicola, Vincent, Ollie

Uses and gratifications modelThe audience for our music video is an active

audience through its application to the uses and gratifications model.

The audience will use the text for entertainment purposes. It can be used for a sense of escapism and a diversion from problems. The text could also be used for integration and social interaction as it could be used for the basis of a conversation starter. It could also be used for information purposes when seeking advice about how to make an abstract or animated video.

AudienceOur target audience for the video would be

quite a large range of ages as it contains no violence or offensive images therefore could be suitable for ages up to 3 years old. It could also attract older audiences because it is an animation, and could therefore be used to analyse.

RepresentationIn our music video we showed representation of

gender, escapism and surrealism. Our music video represents a dream world where anything is possible. It shows how the imagination can be unusual and different. The characters and objects are all found in the real world but in the dream world they are capable of doing anything. This allows us to connect to the real world but allows creativity. In the typical real world, having your head in the clouds and being a bit of a dreamer is considered a bad thing. However, in our video we have made the dream world the main concept and more sociably acceptable.

GenreThe music video challenges the typical

conventions of an indie rock video. It is an abstract narrative and contains no performance based footage, which is not typical of an indie rock video. Our abstract narrative creates dynamism and flexibility which prevents predictability and boredom. However, this is more of a financial risk for the producers as there could be less audience satisfaction because the expectations the audience have will not be met.

NarrativeWe have followed the typical conventions of narrative

set out by Propp. The male character could be considered a hero, the female is the sought after ‘princess’, the tangerine man is false hero and the tangerine is the villain.

We have also followed Torodov’s theory of narrative as the equilibrium within the video is disrupted by the rain falling on his head and the beginning of the dream sequence. Equilibrium is restored at the end when the characters get back into bed.

Our music video uses an anachronic modular narrative. Our narrative is based around a dream sequence.

Media languageMise-en-sceneAll of our props and mise-en-scene was hand

drawn pictures stuck on card. This allows more creativity and creates a more abstract mood. The lighting was manipulated so that we got a clear picture, but was edited later due to some problems. The set of all locations was kept as simple as possible to keep it easy to manipulate. A lot of the props have narrative significance as it has an abstract narrative, such as the bed and clouds. These props allow movement between shots.

Media languageSoundThere is a strong relationship between the

lyrics, the visuals and the music.

EditingThe editing of our video is a continuity style.

The transitions are simple cuts which compliments the simple style of props.

Media languageCamera workWe use a variety of different shot types

including long shots, mid shots and close ups.