Final Video Evaluation

In terms of media language, I feel that I successfully incorporated the enigma code (Barthes) into my music video due to the fact that the narrative is fairly slow paced and obscure. I feel this links to Todorov's narrative theory (which was also successfully applied to my music video) as there was a clear disruption presented where the actor is no longer happy throughout the video, with a 'climax' occurring when there is a quick edit of multiple flashbacks, leading to a new equilibrium, or otherwise known as resolution, when she appears in a brighter background at the end of the video. I think the slow pace builds tension along this narrative and also allows it to be left to interpretation, therefore conforming to Barthe's open narrative 'ball of string' theory.

I feel I addressed media representation in the way that I planned to with the use of a female artist who is present in both the video and across the website. I subverted Van Zoonen's ideas of patriarchy and spectacle as I did not present her in a sexual manner. There is an element of typicality, however, in mise-en-scene due to costume and makeup. I think that due to this, gender and age representation was portrayed successfully in this video, however, I could have improved on ethnicity as the video is fairly white-centered. 

I understood through my research that many successful music videos conform to a mixed genre of performance and narrative and therefore I incorporated this into my own shoot and editing. I originally wanted a video with the forefront performance being in one-take with more interesting elements occurring in the background, however, this wasn't as interesting as I originally expected in the storyboard, therefore I changed the idea to switch between performance and narrative. I also knew it was important to incorporate a sense of brand identity across the website and the video, therefore I ensured the use of green and courier font was established across both platforms. 

My intended audience was aged 15-25 and in socio-economic category C1-A. I feel that I targeted this audience through my performer being within this age category and therefore being relatable to an audience, however, my video could clearly also apply to adults due to the idea of a broken family and marriage being universally sad to all ages. In this way, it can also relate to the struggler (Young and Rubicam's 4 C's model) due to the music video offering relief at not being alone as well as escapism. In this way, the video can also