The statement of intent final

 Concept Overview:                                                                                                                                         The music video for "Scars to Your Beautiful" by Alessia Cara will challenge and subvert traditional stereotypes of beauty and self-worth often extending the media. It will focus on diverse representations of people, highlighting various body types, skin colours, gender identities, and personal stories. The product will serve as a powerful visual statement against the narrow beauty standards that dominate mainstream media, promoting self-acceptance and the idea that everyone is inherently beautiful just as they are.

Reinforcing or Challenging Stereotypes:                                                                                                                                  The product will challenge stereotypes by featuring individuals who are typically underrepresented or misrepresented in the media. Instead of conforming to the conventional portrayal of beauty, the video will celebrate differences, showing people with scars, disabilities, diverse body sizes, and other attributes often overlooked or stigmatised.

Application of Media Theories:

1. Bell hooks – The Oppositional Gaze: This will encourage an oppositional gaze, where viewers critically engage with media representations that traditionally objectify certain groups. By showcasing diverse and authentic portrayals of beauty.
2. David Gauntlett – Identity and Representation: Gauntlett's ideas about identity through media are relevant here. The product will provide positive, diverse representations that viewers can identify with, helping them construct more inclusive and accepting identities. The emphasis on personal stories will allow viewers to see themselves reflected in the media.
3. Laura Mulvey – The Male Gaze: The product will actively resist the male gaze by avoiding the objectification of bodies, particularly women’s bodies. Instead of focusing on physical attributes in a sexualised manner, the product will highlight the beauty in diversity challenging the viewer to appreciate people for who they are.

Reflection of Social and Cultural Contexts:                                                                                                                                            The product will reflect contemporary societal shifts toward greater acceptance and celebration of diversity. In recent years, there has been a growing movement against the narrow beauty standards promoted by the media, with more emphasis on body positivity and self-love. The video will tap into this cultural moment, reinforcing the idea that beauty is not one-size-fits-all.

Deliberate Challenges to Mainstream Media:                                                                                                                                                 By featuring a wide array of people with different appearances, backgrounds, and stories, the video will deliberately challenge the mainstream media's tendency to portray a narrow, ideal of beauty.

Overall, the music video for "Scars to Your Beautiful" will be a celebration of diversity and self-acceptance, challenging the stereotypes and restrictive norms perpetuated by mainstream media and offering a more inclusive vision of beauty.

Target  Audience:                                                                                                                    The target audience for the "Scars to Your Beautiful" music video and magazine is mainstream music fans, particularly those who are socially conscious and value diversity. This audience is likely to be between 16-35 years old, spanning both Gen Z and Millennials, who are digitally active on social media platforms.

Demographics:

• Age: 16-35 years old
• Gender: All genders, with a slightly lean towards female audiences due to the empowering, body-positive themes.
• Socioeconomic Status: Middle class, with disposable income for music, fashion, and lifestyle products.
• Location: Metropolitan and suburban areas, globally connected through the internet and social media.

Psychographics:

• Values:  Diversity, and authenticity.
• Interests: Music, fashion, social media, and mental health awareness.
• Lifestyle: Active on digital platforms, engaged social causes, interested in personal growth and community, and likely to follow trends in music and fashion.

Comparable Artists and Products:

• Artists: Halsey, Billie Eilish, Ariana, and Shawn Mendes, all of whom promote messages of self-acceptance and empowerment.
• Products: Magazines like Teen Vogue and Billboard, known for their coverage of music, fashion, and social political issues.

Construction to Target Audience:                                                                                                                                             The music video will use relatable narratives  and a visually appealing aesthetic to attract and resonate with the target audience. The music magazine will feature articles on social/ political issues, artist interviews focusing on personal growth highlighting sustainable brands.

Audience Pleasures:

• Blumer and Katz’s Uses & Gratifications Theory:
• Personal Identity: Audiences can see themselves in the diverse representations and stories of self-acceptance.
• Diversion: Engaging visuals, compelling stories, and aesthetically pleasing content will entertain the audience. 

• Stuart Hall’s Reception Theory:
• Dominant Reading: The audience may accept the message of self-acceptance and challenge societal beauty norms as empowering.
• Negotiated Reading: Some might appreciate the message but still hold onto beauty ideals.

Media Industries and Digital Convergence

Digital Convergence:

• Consumption Methods: Audiences are likely to watch the music videos on platforms like YouTube, Instagram, and TikTok, where short clips and behind-the-scenes content can also be shared. The music magazine could be accessed online through an interactive website, or digital magazine platforms like Apple News+.
• Digital Convergence: The footwear sponsorship (Nike) will be integrated into the video with clickable product links, enabling viewers to directly purchase the featured shoes online. The magazine will include QR codes that link to the music video, exclusive interviews, and sponsored products, creating a seamless experience across different media.  

Industry Contexts:

• Record Label: A record label like Interscope Records would suit the artist, as they both have a history of supporting artists who blend with deeper messages, similar to Alessia.
• Magazine Publisher: Condé Nast or Hearst would be ideal for publishing the music magazine due to their global reach and in blending entertainment with social commentary. These major conglomerates would ensure that the content reaches a wide, mainstream audience.

Industry Reflection in Production:

The production work will reflect high production values typical of major record labels and magazine publishers, with professional quality visuals and seamless digital integration. The inclusion of the footwear sponsorship will demonstrate the industry's move towards advertising that enhances the audiences understanding 

MISE EN SCENE:

Setting: Minimalist backgrounds keep the focus on the people.

Lighting: Soft and natural, creating an intimate feel.

Costume: Casual clothing, promoting authenticity.

Facial Expressions: Emotional close-ups highlight personal struggles and confidence.

Camera Work: Mostly close-ups and slow-motion for impact.

Color Palette: Neutral and muted tones for a raw, real look.

Symbolism: Simplicity reinforces the message of inner beauty over societal standards