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8/11/2019 Three Multi Platforms

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SYNERGY ACROSS

THREE MULTIPLATFORMS

By Katherine Pirie


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Rita OraDigipak

The mise-en-scene of the digipak is denoting Rita in the centerof the image. This is connoting that she is the main focus within

her album.

The typography of the front is bold, this stands out to an

audience as it is drawing in attention to the artists name. As the

colour is also gold this could connote that she is at the high endof her career as she is important within the music industry.

The iconology of Ritas symbolic code is denoting her big,

bouncy hair with dark lips. She is also denoted with simple

bracelets in order to connote that she cares about her image.

This cd cover links in with an active audience theory of uses

and gratifications as the audience would make links between

their personal life and the Cd covers as they care about their

image, this links in with personal identity and relationships.

However this is also the dominant hegemonic view of society,

due to female artists making them self look appealing to their

audience.


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Rita OraTour poster

The typography of this front is also bold, drawing in anaudiences to the artists name so they are aware. This isa strong link between the album cover and the tourposter.

Another link denoted is the mise-en-scene of Rita, this isconnoting that again she is attracting her audiencethrough her voyeuristic facial expression, this would

attract a secondary audience of males. This again links in to the male gaze theory

At the bottom right hand corner of the tour poster anactive audience will denote Ritas album cover as she ispromoting herself and her album.

The iconology has also changed due to the image is nowdenoted in colours, whereas the album cover is in black

and white. This links in with Levi- Strauss theory of binary

opposition

Here it is also important to highlight the high productionvalues as Rita is a well known artist, within the tourposter an active audience will denote her symbolic codeconnoting that she has a stylist.

The mode of address of the tour poster, is highly playfuland enticing for the target audience who are primarily


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Rita OraMusic Video

At the start of the music video, an active audiencemember will denote the same typography from foundboth the Digitpak and the tour poster. This is linking eachelement to Rita Ora.

The use of the typography as a stamp effect connotesthat she has got a stamp of approval from both her target

audience and the music industry. The mise-en-scene is also another strong link as this

further links with the cd cover, this is because she iswearing the same clothing, the technical code is similaras they have used close ups and extreme close ups.

The only difference would be that the music video is incolours and the Digitpak is in black and white. However

this could also connote a memory of the music video tothe cd cover.

This links in with Levi-Strauss binary opposition theory.

The music video also helps to stereotype females as shelooks voyeuristic and seductive. This further links in withthe male gaze theory as a secondary audience.

Although to her primarily audience Rita is connotingpower and control over the hegemonic view of society. As


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Other links

Within the three fields of platforms the use of high key lighting isalso important this is because Rita is being promoted as a positiverole model on her target audience, this is also connoting that Ritacares for her audience.

If the Bechdel test was applied to this music video, the audience

may exhibit both dominate and opposition reading. This is due toRita being denote as strong and powerful as her character withinthe music video, this works the same with the male character withinthe music video. However, it is also important to highlight that Ritasiconology of her clothing is still highly provocative to her audience.This is connoting that although she has sent a strong and positive

message she is still found in little amounts of clothing.

Due to the technical code this also helps to denote Ritas image asbeing powerful through the close ups and extreme close ups.However, within the music video, long shots and mid shots are usedin order to connote her character. With this Rita is still connoted as

sexy and seductive as she makes eye contract while slowly de-robes to entice the secondary demographic of male audience


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Justin Timberlake - Digipak

The typography of the front has a bold JT this is thename of the artist connoting the level of importance.The name of the title is then in a lower form of boldbut still stands out to an active audience.

The use of the colour is gold, this is connoting thelevel of the artist Justin is. As the colour is gold this is

connoting that he is accepted by the media industryand their target audience.

The use of the image on the digipak is also importantas the album name is called 20/20 this is a play onwords with an opticians due to 20/20 vision being thebest you could get. This is further connoting that thealbum will be the best experience that an active

audience would have. The album is also in black and white, connoting a

vintage feel to the album this links with the gold titlesfurther.

The mise-en-scene of Justins clothing is alsoconnoting that he is sophisticated as he is denotedwithin a suit with a bow tie. This is linking to thefemale gaze theory as he is drawing in the audiencethrough his appearance.


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Justin TimberlakeTour Poster

Initially, this is a strong link between the digipakand the tour poster, this is because of the vintagefeel through the use of the black and white filterwith the gold typography.

With the tour poster the audience are more ableto see the Justin, the artist, more clearly linkingabout to the female gaze theory.

Justin is also drawing in a mass audience, this isbecause on the poster is states touring nationallythis connotes that he is accepted across themedia industry and this audience.

The poster is also linking into the hegemonic viewof society as men are the bread winners as theywork and earn all the money, as Justin is denotedwithin a suit is this helping to connote he has ahigh end paid job.

The use of the high key lighting is also connoting

a utopian world for Justins mass audience due tothe 20/20 experience


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Justin TimberlakeMusic

Video The music video has strong links to both the tour

poster and the album cover, this is because of theblack and white filter that has been edited onto thevideo connoting the vintage atmosphere.

At the beginning, Justin is also denoted in a roomwith expensive technology (tv, drinks cabin and anexpensive looking kitchen) this is connoting thatthe media industry believe that if more money isbeing spent on the music video, a mass audiencewill be attracted to the video therefore gaining abigger profit.

However, this is soon juxtaposed by theperformance within the music video as it seems tohave been set within the 1940s due to thetechnology of the microphones.

The iconology of the location is also connoting thatthe year is from the 1900s due to the artistperforming within a bar.

Within the music video this are also strong links inorder to show the male and female gaze due to themen are all denoted in suits and women aredenoted in underwear, both being highlyvoyeuristic.

Within the music video there are also inter-texuallinks to Singing in the rain' at the end of the musicvideo, Justin is denoted kicking and dancing in the

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