Coursework: Summer Project 2026
Summer project tasks
Complete the following tasks on a blogpost on your coursework blog called 'Summer Project: coursework planning':
1) Research: TikTok videos
You need to write a 150-word close-textual analysis of SIX TikTok videos that will inform your production work. The TikTok videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).
This promotional video uses narrative conventions to capture audience attention for the first 30 seconds, a crucial period of time on a platform like TikTok with a scrolling algorithm. The promotion utilises enigma codes by immediately mentioning a "3D picture" phenomena in the past that modern audiences wont be familiar with and only showing the wedding photographs 45 seconds in, when their is an emotional investment in the story being told the audiences stay for th next couple minutes. Furthermore the creator adds another layer of enigma and investment as both the preservation and creation of these photos are a complete mystery.
This tiktok utilises intertextuality to sell and promote a music product, through piggy banking off a rising artists new and steady rise to fame to gain a following and loyal audience whilst commertialosing a typical older television advert archetype to draw in audiences of all ages and generations.
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
Complete the following tasks on a blogpost on your coursework blog called 'Summer Project: coursework planning':
1) Research: TikTok videos
You need to write a 150-word close-textual analysis of SIX TikTok videos that will inform your production work. The TikTok videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).
TikTok videos
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok video?
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok video?
This promotional video uses narrative conventions to capture audience attention for the first 30 seconds, a crucial period of time on a platform like TikTok with a scrolling algorithm. The promotion utilises enigma codes by immediately mentioning a "3D picture" phenomena in the past that modern audiences wont be familiar with and only showing the wedding photographs 45 seconds in, when their is an emotional investment in the story being told the audiences stay for th next couple minutes. Furthermore the creator adds another layer of enigma and investment as both the preservation and creation of these photos are a complete mystery.
At the half-way line, their is a binary opposition created between the time period of the narrators mother and her own timeline as the narrative shifts into a something about her own self, identity and music informed by her heritage and their innate dichotomy forming in the album.
TikTok Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and performances and camerawork can contribute to this.
This TikTok utilises conventions well as it starts with an extra-wide shot of a multitude of people encapsulating the message the creator wishes to convey about collectivism and differing mindsets, as the video continues with the shot of a train carrying perspectives of perseverance and movement before the speaker criticises the mindless, endless and primal need to run that ends up nowhere. Following the introduction of this counter point the next shot also has the same theme of following people and life, walking across a zebra crossing in a busy metropolitan city that highlights the thesis of the video, that living fearfully still carves a path for the future represented through a shaky handheld shots, followed by a monochromatic clip thats representative of people in the past of people walking in one direction that gains colour with people walking the other direction up the stairs symbolic of carving a different path in the future. Trauma and moving forward in symbolised by shots of endless oceans where running is impossible and shifting to shots to tumultuous shapely roads symbolic of starting change. Inevitably ending in a shot of birds going over a sea, non-human but tying effortlessly to prior ocean motifs and presenting the entire TikTok as a masterclass of camera work and varied shots that hold symbolic importance in the message conveyed.
TikTok Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
This TikTok utilises conventions well as it starts with an extra-wide shot of a multitude of people encapsulating the message the creator wishes to convey about collectivism and differing mindsets, as the video continues with the shot of a train carrying perspectives of perseverance and movement before the speaker criticises the mindless, endless and primal need to run that ends up nowhere. Following the introduction of this counter point the next shot also has the same theme of following people and life, walking across a zebra crossing in a busy metropolitan city that highlights the thesis of the video, that living fearfully still carves a path for the future represented through a shaky handheld shots, followed by a monochromatic clip thats representative of people in the past of people walking in one direction that gains colour with people walking the other direction up the stairs symbolic of carving a different path in the future. Trauma and moving forward in symbolised by shots of endless oceans where running is impossible and shifting to shots to tumultuous shapely roads symbolic of starting change. Inevitably ending in a shot of birds going over a sea, non-human but tying effortlessly to prior ocean motifs and presenting the entire TikTok as a masterclass of camera work and varied shots that hold symbolic importance in the message conveyed.
TikTok Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
This TikTok uses costume that corresponds with the setting and themes of the video, centring identity particularly as a Black Briton and the double consciousness faced with a split national and migrant identity represented in the differing coloured shirts. The lighting is natural and clearly emits from one corner that the actor walks away from as the narrator speaks of embodying hope for the nation in ourselves, visually representing walking away from external forces of validation and hope and turning inwards. The actor as visibly a Black Briton embodying the culture silently as the narrator goes on, two props are used are parts of collective culture in Britain are smoking and drinking a 'cuppa' yet the actor exists in tumultuous and noisy isolation representative of her identity in the context of immigration. The makeup of the actor is minimal but includes things that are 'quintessentially black', lashes, lipliner and gloss as well as a black spin on an alternative hairstyle placing the actor in a box of working class and quite self assured in self-identity. The setting feels politically charged, a back alley symbolic of the characters status and the inimate relation between generations of immigrants and other marginalised communities in non-western countries.
TikTok Video 4: Editing
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the video create pace and excitement - or does it create a different effect for the audience?
This fan-made drink advert creates excitement through ust of fast paced transitions that fall in lline with the beat of the music. The quick introduction and familiarisation with the product through repetition draws audience attention and technical edits and bright colours that suit the brand keep the audience entertained and intrigued. They informatively show the true range of flavours and present the slogan in a memorable form that turns audiences into possible consumers and buyers of the product.
TikTok Video 5: Music Video Conventions
Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth TikTok example?
This TikTok uses many conventions of music videos such as the lyrics and verses amplify the visual representation of community and sisterhood, heavily characterise by it's setting, a black hair shop, very grounded and urban identifying the creator as working class, as well as the blues jazz music being represented in a stereotypically black environment that draws in an under-represented and pften marginalised subsect of the youth that is mant performance and narrative based to deliver a message.
TikTok 6: Visual effects, intertextuality or product placement
Choose a TikTok video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video.
This tiktok utilises intertextuality to sell and promote a music product, through piggy banking off a rising artists new and steady rise to fame to gain a following and loyal audience whilst commertialosing a typical older television advert archetype to draw in audiences of all ages and generations.
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
2) Planning: THREE TikTok video treatments
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need to choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need to choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
Keep in mind, the brief does not stipulate the number of TikTok videos, only the total runtime of 3 minutes of video content in total.
For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what your TikTok videos will look like. The most important thing is to keep in mind the brief - one of the TikTok videos must promote the soft drink. Other TikTok videos can feature any of the following:
- personal information from the artist
- replication of a social media trend (e.g. 'bees in a trap' video, ice-bucket challenge) extracts from podcasts, press conferences, red carpet appearances and/or promotional interviews
- clips from a music video
- any other content you feel is appropriate
Start each of your THREE treatments with the following key details:
1) Artists and song(s) you will use for video.
2) Original name for artist you have created - MUST be completely original
For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.
Treatment1-
Raye - Winter Women, original name - r'M'b
1 minute tiktok of a clip from the music video.
Treatment2-
Either 'oh yea?' - Steve Lacy or Lil Simz cover of 'Feel Good Inc' - Gorillaz
A 30 second tiktok recorded on a train with a grungier aesthetic with montage of train pics in the back clipped in with the trend of 'POV' trend with one line pitch.
Treatment3-
Using mystery noir sound track with a narrator trend to create a minute long ad with a soft drink.
Treatment4-
Raye - Winter Women, original name - r'M'b
Posting a slide show video, of shots behind the scenes 30 seconds with the song in the background.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
It should explain:
- the ways in which you will apply knowledge and understanding of media language and media representation to your products
- how your products will target the intended audience
- the industry context they are created for
- how you will exploit the opportunities for digital convergence between the products
We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this).
This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.
My established solo musical artist name will be a play on words as an artist in the r&b genre with the initials R.M.B-r’M’b. My concept is rooted in black-british identity and finding a connection to a similar generation of people. The official website name is 'everythingrMbnoise' and the soft drink is called ‘Brighten’ with a tagline ‘Spark your mind’
I will use my understanding of genre to create distinct projects with genres tied to black identity and representations of black-British artists. One of my Tik-Tok's will be advert of my artists soft drink brand that will take on a film noir aesthetic and conventions such as enigma codes and chiaroscuro lighting, yet when the drink is found there colour will return to the advert following a ‘true hue’ trend popularised by the recent spider-noir show. The use of genre will also be a modern remodeling of a quintessentially British genre that has traditionally not considered or allowed for representations of black culture and identity in checkered british history centred on erasure focusing on Paul Gilroy theory of racial otherness and double conscioussness that highlights the disconnect that Black Britons experience on the daily whilst interacting with media and the world around them.
I will use my understanding of contempary trends on tiktok to reach younger and wider ranges of audiences such as a target audience of 15-28 demographic and aspirers psychograpic. One of my tiktoks will utilise trends through the use of a behind the scenes for the artist I created, forming a distinct relationship and connection with my audience enticing them to not only enjoy the fruits of an indie production but support a young black british artist that will appeal to certain communities.
My understanding on industry contexts and digital convergance allows me to form a convincing media personality. The artist will be established as a fast growing independent artist that will take on partnerships and aadvertisement to grow their brand but not abandon their established identity in the process. Moreover, they will be an artist exclusivly on streaming platforms woth no paywalls and a persistant drive to utilise their own or other people’s artwork in their mv, paying fair homage to community that built them up, possibly having a very cheap peatreon for the sake of community oriented events. The drink will be promoted as a non-carbonated, healthier alternative for energy drinks, it will be in a pink glass bottle to suit the artists colour motofs as well as thier maturity rather than utilising a can.
4) Ignite presentation
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
You can find more information about Ignite presentations - including examples - in this Ignite presentation blogpost here. as you wish.
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
- Your TikTok videos and website pages concept: your new original artist, genre, song and TikTok video treatments. Then, your print brief: title and logo for the artist's website, name of own branded new soft drink etc.
- Media language: how you will use TikTok video conventions and website conventions - e.g. camerawork, editing, typography, layout and mise-en-scene to create meanings for your audience.
- Media representations: how you will use or subvert stereotypes in your TikTok video and web pages; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.
- Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your TikTok video and web pages; audience theory if relevant. Consider merchandise for your music artist which could be made available through their website e.g. www.spreadshirt.co.uk (could be embeded on a web page)
- Media industries and digital convergence: the potential record company that would promote your artist; the retail providers where you can purchase the artist's own branded new soft drink; the brand identity for your artist (consider the type of social media platforms they would feature on); how fans would engage with your products etc.
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
You can find more information about Ignite presentations - including examples - in this Ignite presentation blogpost here. as you wish.
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