statement of intent final redraft

For my coursework I am creating a music video with the song ‘We are never ever getting back together’ by Taylor Swift. The reason I chose this song was because it had a emotional message about relationships and shows realisation that sometimes it’s best to just let go and it perfectly fits the brief as it encourages young people that taking this small step like leaving this toxic relationship can positively impact their mental health and well being. I chose them breaking up to show that you need to take these steps sometimes for your own health and it can have a big impact on you.

In my music video, I will show a couple who argue a lot and keep getting back together, which shows their relationship is toxic. Instead of presenting love as something that always lasts, I want to show that sometimes the best choice is to leave the relationship and move on. This subverts stereotypes as love is always shown as perfect and effort less however there are many people who are struggling with their relationships. Watching this music video may support the audience on how and when to recognise unhealthy situations in their own lives.

My target audience is teenagers and young adults aged 13-25. Using Blumler and Katz’s uses and gratification theory, my video shows personal identity because a lot of young people can relate to the relationship and see their own experiences in it. It also gives emotional relief because by watching  breaking up scenes can help people deal with their own feelings. It can also link to social interaction because this type of video is something people would share and talk about online.

I will be using black and white to represent flashbacks, close-up to show the characters emotions and split screen editing to show how they are both dealing with their relationship. 

For representation, I will use teenage actors to relate to the brief. The girl will be shown as heartbroken and emotional as she is constantly upset throughout the music video. However the body will be shown as confused and the one who breaks her heart by acting strange and taking out all his anger out on her. This reinforces stereotypes as boys are always seen as the ones who break the girls hearts and are always angry. On the other hand, girls are seen as soft hearted and get upset easily.