Purpose: to
undertake an independent case study that will allow you to answer the Section B
question in the examination.
Focus of
case study: music promotion across media platforms (moving image, print
and e-media)
Identify
your media texts in this grid:
Moving image texts: music videos
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Print texts: music magazines
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E-media texts: music websites
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e.g. Drake, ‘Hotline Bling’
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e.g. Drake ‘Vibe’ front cover
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e.g. www.drakeofficial.com
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e.g. album cover
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e.g. Kerrang
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e.g. The Wire
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For each text, you
need to complete the tasks below. Some of you might like to use the list below
as a checklist to structure your case study, so these tasks have been presented
as a table for that reason.
Analysing your texts
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√
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Identify
your texts for each platform and note basic details- year of release/publication,
the institution (record label, magazine publisher etc), YouTube views,
average circulation (sales) for that magazine etc.
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Research a
basic history of the artist (how long have they been releasing music, signed
to which labels etc). Mainstream or niche appeal?
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Media forms, platforms and
conventions:
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Conduct a
detailed media language analysis of each text, analysing how it promotes the artist and appeals to the target audience.
(Fonts, colour, layout, camerawork, editing, sound, mise-en-scene etc).
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Within that,
you should identify how the narrative
is constructed for the audience
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… and also
how they meet conventions of the particular music genre.
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Institutions:
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Synergy: For
each artist, make links between the different platforms- look for examples of
‘synergy’ between the texts, repeated iconography (visual signs such as
costumes, hair styles, poses etc). How does this synergy help to promote the
artist?
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Consider how
the values and ideology of the institutions might be evident in the media
text
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Audiences:
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Identify who
the target audience is for each text and justify your ideas
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Consider how
the audience interacts with each text, and how technology has helped them to be
more ‘active’ in their consumption of these texts.
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Apply
audience theories to the texts- what uses and gratifications does the text
provide? What is the ‘dominant’ or preferred reading of the text?
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Representation:
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How is the
artist represented in each text? Refer to stereotypes and media language in
your analysis.
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