Extension Task-'Key Concepts film poster analysis

 Extension task: choose a different media text - for example, a magazine cover or advert - and do another key concept analysis using language, industries, audience and representation.

For my media text, I have chosen the music video for “Hold On, We’re Going Home” by Drake featuring Majid Jordan. I will analyse the video using the four key concepts of media studies: language, industries, audience and representation. I will look at how the video uses different media techniques to create meaning and appeal to its target audience.

L: At the beginning of the video, the media language creates a strong 1980s crime-film vibe. The setting of Miami in 1985 gives the video a retro and old-fashioned look. The dark lighting and the characters' clothing make the scene feel serious, while the expensive surroundings show that Drake and his friends have a lot of money and status. There is also a lot of dialogue at the start, which makes it feel more like we are watching a film than a normal music video. This helps set up the story and introduces us to the characters before the action starts.

I: Hold On, We're Going Home is a song by Drake featuring Majid Jordan in 2013. The Music Video was directed by Bill Pope. While an exact internal figure is private, the industry estimate for the “Hold On, We’re Going Home” music video sits between $300,000 and $500,000.Bill Pope is known for The Matrix, Spider-Man 2, and Scott Pilgrim vs. the World. Hiring top-tier cinematic talent significantly drives up costs. 

A: The target audience for Hold On, We're Going Home would probably be teens to young adults, ages 13–25. It targets both males and females because the song has a mix of R&B and hip-hop. The music video includes action, romance and a crime story. The 1980s style makes it different from a normal music video. The audience is on the edge of their seats and wants to see if Drake can catch the girl and save her. The song is also very catchy, which could make the audience want to listen to it again.

R: There are different representations in the music video. Drake is represented as a strong and confident male because he is involved in the action and tries to save the girl. This strengthens the stereotype about women being less strong than men. The kidnappers are represented as dangerous and violent, which makes the audience see them as antagonists. Overall, the video is somewhat represented in a stereotypical manner that displays women as vulnerable.