A PIECE OF ME - MEAU X KPN
(KPN, n.d.)
In the last six months, recent research conducted by Rutgers and Soa Aids Nederland reveals that 15% of young people aged between 13 and 24 have engaged in sexting. This activity is often seen as thrilling and enjoyable, and for many young individuals, it's a typical way to flirt. However, during the same period, one in every hundred young people has experienced their intimate images being involuntarily forwarded to someone else. This situation can have devastating consequences, especially for young individuals. That's why singer MEAU is releasing the video for her song 'Stukje van Mij' today, carrying the message: think before you send. This crucial message is backed by Rutgers, Fonds Slachtofferhulp, Helpwanted, Soa Aids Nederland, and KPN (KPN, n.d.).
This essay explains the element of storytelling and cinematography applied to the #Betterinternet campaign by KPN. This happens through analyzation of two content pieces created for the campaign with the message ‘Think before you send’.
With this #betterinternet campaign, KPN focuses on safer internet with the message think before you send. Aiming to inform young individuals of the consequences of forwarding intimate messages (KPN, n.d.).
First, we will analyze the videoclip for “Een stukje van mij” by MEAU. This is an extended version of the tv commercial. This videoclip can be seen online or in cinemas. “Een stukje van mij” tells the story of two teenagers, and the consequence of sexting and forwarding the message. Focusing on the goal of the campaign. Informing young individuals on the consequences of forwarding intimate messages.
Blain Brown’s Cinematography theory will be applied to analyze how KPN created meaningful content with this videoclip.
For this content piece I will be applying different elements of cinematography as previously explained. The elements I will be focusing on in this piece are Color & exposure (range of tonalities), framing of the shot, and finally the editing. And will be discussed per phase of Freitag’s pyramid.
Blain Brown's Cinematography Theory
Blain Brown's approach to cinematography involves careful consideration of various photographic aspects and framing techniques to effectively convey the intended narrative and emotion of a scene. Let's break down the elements used for this analyses:
Color & Exposure: colors play a big role in cinematography affecting the tone, narrative and visual appeal of a content piece. According to Brown, color evokes emotions, different colors can trigger emotional responses in viewers. For example, red often signifies danger, excitement or passion whereas blue can create feelings of calmness or melancholy (Brown, 2016). Furthermore, color can also symbolize themes or concepts within a film. Green can represent nature or envy while black can mean sophistication or mourning (Chapman, 2016). A well-chosen color palette helps create visual consistency throughout a film, contributing to its unique style and aesthetic. Consistent use of color can unify different scenes and make the film more visually cohesive (Heiderich, 2012). Colors can be used to differentiate between different times, places, or emotional states within a narrative. For instance, a shift from a cool to a warm color palette might indicate a change from a sad to a happy moment in the story (Goethe, 1970). The psychological impact of color on viewers is well-documented. Warm colors like red and orange can stimulate and energize, while cool colors like blue and green tend to calm and soothe (Deguzman, 2023). Color is crucial in lighting and set design, influencing how scenes are perceived. underexposure, for example, can drastically change the mood of a scene creating a dark atmosphere (PRO EDU, 2024).
Framing is a fundamental aspect of cinematography that greatly impacts the way a story is told visually. It involves composing the visual elements within each shot to convey meaning, evoke emotions, and guide the audience's attention. Framing helps direct the viewer’s focus to specific elements within a scene, ensuring that key details are highlighted, and less important elements are minimized. By carefully composing each shot, filmmakers can control what the audience sees and how they interpret the scene (Brown, 2016). The way a scene is framed can evoke specific emotions in the audience. For example, a close up (CU) can create intimacy or tension, while a wide shot (WS) can evoke a sense of isolation or freedom. A medium shot (MS) can convey both the characters emotion and the environment. And lastly an over the shoulder shot (OTS) allows the viewer to see what the character is seeing while creating a sense of intimacy, making the audience feel more involved in their action (Thompson & Bowen, 2013).
Editing is a critical component of cinematography that significantly impacts how a story is conveyed and perceived. It shapes the narrative through various techniques, each contributing to the film's emotional and visual appeal. Editing controls the film's pacing, creating a sense of urgency or contemplation. Fast cuts can generate excitement, while slower pacing can build tension (Dancyger, 2007). Good editing ensures continuity, making the narrative seamless and easy to follow. This maintains the audience's immersion in the story (Reisz & Millar, 2009). Editing allows the juxtaposition of different shots to create new meanings. Montages can compress time, providing context and enriching the narrative (Eisenstein, 2014). Techniques like cross-cutting and jump cuts evoke specific emotional and psychological responses. For instance, crosscutting can build suspense, while jump cuts can create a sense of disorientation. Precise timing of cuts influences the narrative's emotional impact. Well-timed cuts can heighten suspense, deliver comedic punchlines, or draw out emotional moments (LoBrutto, 1991). Editing can establish and shift narrative perspectives, aligning the viewer with different characters’ points of view, enhancing immersion (Bordwell & Thompson, 2010).
Storytelling stages:
For the analyses I will be giving a cinematographic analysis for each stage of Freitag’s storytelling pyramid. Therefore, it is important for now to understand the different phases. For the next content piece however (The making off), I will be using Freitag’s pyramid for a story telling analyses where I will further explain the theoretical framework for this model.
Freytag's Pyramid, also known as Freytag's Triangle, is a structure for analyzing the plot of a narrative. It consists of five parts:
1. Exposition: Introduces the background information, including the setting, characters, and initial situation. It sets the stage for the story and provides the audience with the necessary context.
2. Inciting incident: the central conflict or problem of the story is unveiled.
3. Rising Action: A series of events that build tension and develop the main conflict. This phase complicates the story, creating suspense and driving the narrative toward the climax.
4. Climax: The turning point or most intense moment in the narrative. Here, the main conflict reaches its peak, and the protagonist faces a significant challenge or decision.
5. Falling Action: Shows the consequences of the climax, as the tension decreases, and the story begins to resolve. This phase leads the narrative toward closure.
6. Denouement (Resolution): Concludes the narrative by resolving any remaining issues and bringing the story to a close. It provides a sense of closure and completeness.
Freytag's Pyramid helps structure a story to ensure it has a clear beginning, middle, and end, enhancing its overall coherence and impact (Freytag, 1859).
Analysis
Cinematography analyses in each stage of Freitag’s pyramid:
(KPN, n.d.)
Stage 1: Exposition, 0:00- 0:50
Color and exposure, in this scene we are introduced to two color schemes. Firstly, we see a warm almost red tone. Creating a positive and intimate effect for the content helping the audience feel closer to the character and more connected to their emotions. The next tone we see is a cooler tone, creating a sense of calm. Helping to establish a relaxed atmosphere for the audience to see and feel. Furthermore, the scene uses soft and natural lightning creating a warm and inviting atmosphere ensuring the positive/ happy feeling in the scene. The lightning makes the setting feel comfortable and safe which is crucial for the composition.
Framing, the scene shows different sorts of shots. First, we see a close up (CU) shot, this helps the audience feel more connected to the character while also enhancing empathy and emotional engagement, which in this case shows a happy face expression. As the facial expressions of the character are more intense for the audience up close, this also creates a greater connection between the audience and the character. Next, we see an over the shoulder shot (OTS), this helps the audience feel involved in the actions of the character (sending the photo). While also directing the audience to the main subject of the scene. This creates a certain feeling of intimacy for the scene. Furthermore, we see use of medium shots (MS), to help the audience understand the emotions throughout the scenes, while also understanding the context in which these scenes occur, making it relatable and ground the characters experiences in a tangible setting. It also allows for the viewer to observe the positive body language as both characters stand up straight (meaning a positive emotion) helping them to understand the emotions even better.
Editing, this stage uses a slower pacing to fully encourage the audience to connect with the characters and read the emotions on their faces as well as getting the time to read body posture. In this stage showing happy and intimate emotions.
(KPN, n.d.)
Stage 2: Inciting incident, 1:00-1:17
Color and exposure, Here the color used is more on the cooler side. We see a lot of grey and blue conveying a sadder and more melancholic message. These cooler tones help create a more distant feeling from the scene as the character starts isolating herself from other characters as well as the audience. Cooler tones help create a better feeling of what’s going on for the audience by also heightening the emotional depth, making the scene more somber.
Framing, the scene shows close up (CU) shots to help the audience feel more involved with the emotion going on in the scene. It enhances the sad face expression allowing for the audience to get a better understanding. Furthermore, this scene makes use of medium shots (MS) so that the audience can get a better understanding of the context in which the scene is set. As well as allowing to get the audience a better view of the uncomfortable body language of the main characters, helping them to get a better emotional understanding.
Editing, the scene starts off with slower pacing to help the audience get to know the newly added character. Once the picture has been forwarded. The pace of the scene starts to get faster heightening the dramatic saddened emotion of the main character. While helping the audience understand something was not right. Indicating the action of forwarding the picture was wrong. Furthermore, the slow-motion effect helped the audience to get a good look at the main characters face heightening her sad emotions for the audience to understand where something went wrong.
(KPN, n.d.)
Stage 3: rising action, 1:22-2:07
Color and exposure, we continue with the use of cooler tones. Conveying the ongoing sad and melancholic message to the audience. But different from the previous stage, the exposure has gone down, changing the mood of the scene and creating a darker and saddened atmosphere. Making it clear for the audience that the scene is in a saddened and negative setting.
Framing, for this stage the framing used is the exact same framing used as in stage 1. CU shots are used to show the saddened and angry emotions on the characters face. Enhancing the feeling for the audience as the expression is more intense up close. MS are used to keep showing the negative emotions on the characters face while also allowing the audience to get a sense of the surroundings. Helping the audience resonate better with the characters situation. Again, OTS are used to help the audience feel involved with the character. But in this stage, it allows to feel the audience as if the negativity the character is experiencing is also directed towards them. Helping to build the connection between character and audience even more. Furthermore, we now also see a POV shot when the character gets dirty looks from girls in the hallway. Helping the audience feel even more attached to the character. Helping them feel the negative consequences of forwarding intimate messages.
Editing, in this stage we see more rapid cuts of scenes, helping create more suspense as the viewer experiences more negative scenes and scenarios. Highlighting how big of a negative impact resharing intimate messages can have on someone’s everyday life to the audience. We also see use of slow-motion shots, to help the audience feel closer to the character and showcase the negative expressions on the characters face. To again showcase to the audience what a negative impact resharing can have.
(KPN, n.d.)
Stage 4&5: climax, 2:40-3:20 and falling action 3:23-3:28
Color and exposure, in this stage the main color we see is red, signifying the danger in the scene. The exposure in the scene is still very dark setting a saddened atmosphere for the viewer. Making it clear for the audience that something dangerous and sad will happen/ is going on. Which gets concluded in the scene where the girl ends her life. Having the dark/ red setting set the dangerous mood. Expressing how dangerous resharing intimate images can be for someone.
Framing, for this stage we see CU shots to highlight the sad expressions on the characters faces and really highlight the saddened emotion for the audience. Furthermore, we see MS to keep showing the audience the negative and saddened emotion, while also giving context to what’s going on in the scene. Keeping the audience engaged and intact with the characters emotions and surroundings. Lastly, we see an OTS helping the audience feel engaged with what the character just experienced. It shows the audience an insight in the effects of resharing.
Editing, in this stage we see rapid cuts, creating more suspension for the audience. As we are reaching the climax of the content piece. The cuts get more rapid. Once the climax is met shots get longer again and precisely timed. Helping the audience feel the emotional impact of what resharing has caused. Which in this scene shows the extreme, ending one’s life.
(KPN, n.d.)
Stage 6: Resolution 3:28-4:04
Here we go back to the beginning scene. With the same exact characteristics as stage 1. The only difference is the audience now resonates with both characters. As through all different scenes in the content piece the audience got to connect with the characters and get a clear view of the feelings that resulted from resharing intimate messages. Through shots, color and editing techniques.
In addition, to the videoclip/ commercial KPN has also released a “the making of” video where we get to see behind the scenes of creating the song as well as seeing the singer MEAU talk to people affected by forwarding intimate messages. This video is part of the same campaign as the previous content piece. Also focusing on the goal of the campaign. Informing young individuals on the consequences of forwarding intimate messages. Using the hashtag #betterinternet.
To analyze this content piece, I will be applying Freytag’s storytelling pyramid to get a deeper understanding of the content and how this content is forwarding the message (Freytag, 1895).
Storytelling with Freytag's Pyramid
Freytag's Pyramid, developed by Gustav Freytag in the 19th century, stands as a foundational framework for dissecting the narrative arc of a story. Comprising five main stages, this structured model offers both creators and audiences a roadmap through the progression of plot, character development, and thematic resonance.
The first stage, Exposition, acts as the narrative's groundwork, introducing the audience to key elements such as characters, setting, and initial circumstances. Through this stage, context and background information are established, providing the necessary foundation for comprehending the unfolding story.
Following the Exposition is the Inciting Incident, a critical juncture that serves as the catalyst for the narrative's trajectory. Here, the central conflict or problem of the story is unveiled, disrupting the equilibrium established in the exposition and igniting the momentum that propels the plot forward. This pivotal moment captures the audience's intrigue, laying the groundwork for the ensuing events.
The Rising Action constitutes a series of events and complications that steadily intensify the central conflict, escalating tension and suspense. Characters navigate through struggles, make consequential decisions, and confront obstacles as they endeavor to surmount challenges and realize their objectives. This phase serves to heighten anticipation, drawing audiences deeper into the narrative's unfolding drama.
At the heart of the narrative lies the Climax, a climactic apex where the central conflict reaches its zenith and is decisively resolved. Characterized by heightened emotion and uncertainty, this pivotal moment leaves an indelible imprint on both characters and audience alike, marking a transformative turning point in the story's progression.
Subsequently, the Falling Action unfolds, depicting the aftermath and repercussions of the climax's resolution. Here, loose ends are tied, remaining plot threads are addressed, and the consequences of pivotal decisions are explored. Providing closure and resolution, this stage affords audiences a glimpse into the fate of the characters and the enduring impact of the narrative's events.
Finally, the Resolution brings the story to its conclusion, offering final reflections and insights on the journey undertaken. Through this stage, audiences are afforded an opportunity to reflect upon the characters' evolution and the thematic exploration undertaken throughout the narrative, ultimately leaving them with a sense of fulfillment and closure.
In summary, Freytag's Pyramid serves as a comprehensive blueprint for navigating the narrative structure of a story. From its foundational exposition to its climactic resolution, this structured framework guides both creators and audiences through the ebb and flow of tension, climax, and resolution, facilitating a deeper understanding and appreciation of the storytelling craft. (Freytag, 1895; Masterclass, 2023).
Exposition 0:00-0:22
In the exposition of the making-of video, viewers are introduced to MEAU, the artist behind the song "Een Stukje Van Mij." This stage sets the scene for the creative process, providing insights into MEAU's inspiration for the song and the motivations driving its creation. It allows for the audience to get to know the character better. This makes it easier for the audience to invest emotionally in the characters journey. Furthermore, it introduces the main theme, helping the audience grasp the underlying message and the story’s significance.
(KPN, n.d.)
Inciting incident 0:22-1:28
The inciting incident occurs when MEAU and her team decide to embark on the journey of creating the music video. This is where MEAU gets in contact with young individuals talking about their experience with their messages being forwarded. It shows real experiences allowing for the audience to create a real emotional connection with the young individuals. While creating a sense of empathy from the audience. And for some even the possibility to feel listened to.
(KPN, n.d.)
Rising action 1:30-2:45
As the making-of video progresses, the rising action unfolds through a series of events that build up the narrative. Viewers are taken behind the scenes to witness the writing and producing process of the video. Effective rising action maintains a balance between action and development, ensuring that the story's pace keeps the audience engaged. Well-structured rising action avoids lulls and sustains interest throughout the narrative. Furthermore, MEAU talks about the emotions and feelings of the young individuals. These moments heighten the emotional stakes and deepen the audience's connection to the story while introducing the meaning and complexity resharing can result in for some people. These revelations add depth to the plot and keep the audience curious about the final outcome.
(KPN, n.d.)
Climax 2:55-3:12
The climax of the making-of video is reached when the music video is completed, and MEAU shows the finished product for the first time. Here she thanks the participants to be willing to share their stories. It allows for an emotional release. As all participants look tensed to see the final product. Keeping the audience emotionally attached. The tension reaches its highest level when MEAU nervously tells them to listen to the song. The nerves can be seen on MEAU’s face as well as the trembling of her voice. Allowing for the audience to have this emotional connection with MEAU as they have been present for the entire making off process.
(KPN, n.d.)
Falling action 3:12-4:08
Following the climax, the falling action depicts the reactions and reflections of MEAU and her team members. The audience witness the emotional journey of the young individual as they discuss the challenges, triumphs, and personal significance of bringing the music video to fruition. Allowing for this connection to hold on to the audience. This stage provides closure by exploring the aftermath of the project's completion, highlighting the lessons learned and the emotional responses to the finished product. Characters reflect on their journey and the lessons they have learned, emphasizing on the consequences of forwarding intimate messages. It also shows what the characters have learned to cope with the effect of online sharing.
(KPN, n.d.)
Resolution 4:09-4:23
The resolution of the making-of video shows a final glimpse at one of the young individuals sharing their story. Telling how she’s hoping the final product will have a positive impact on people affected by resharing while also warning others of the consequences. Ending the campaign with the message think before you share. Leaving the audience with a deeper understanding of the consequences of forwarding messages. While also allowing for the audience to release all the build op emotion and let them reflect on the journey of the video and its impact.
Conclusion
In conclusion, the #Betterinternet campaign by KPN effectively utilizes storytelling and cinematography to convey its crucial message: "think before you send." Recent research by Rutgers and Soa Aids Nederland reveals that 15% of young people between the ages of 13 and 24 have engaged in sexting, with one in every hundred experiencing the involuntary forwarding of their intimate images. This underscores the importance of raising awareness about the potential consequences of such actions.
The campaign features two key content pieces analyzed through the lens of Blain Brown’s cinematography theory and Freytag’s Pyramid. The first is the music video for MEAU's song "Een stukje van mij," which tells the poignant story of two teenagers affected by the repercussions of sexting and forwarding intimate images. The second is a behind-the-scenes "making of" video that provides deeper insight into the creation of the music video and the real-life stories behind it.
The analysis of the music video highlights the strategic use of color and exposure, framing, and editing to evoke emotional responses and convey the narrative’s themes. The exposition introduces a warm, intimate atmosphere, drawing the audience in and fostering empathy for the characters. The inciting incident shifts to cooler tones, signifying the onset of conflict and isolation. The rising action escalates tension through rapid cuts and darker tones, emphasizing the severe emotional impact of sharing intimate images. The climax reaches its peak with a powerful, dangerous red tone, culminating in a tragic yet impactful moment. Finally, the resolution returns to the initial warm setting, reinforcing the message and allowing the audience to reflect on the journey and its lessons.
The "making of" video follows Freytag’s Pyramid to provide a structured narrative that enhances viewer engagement. From the exposition, which introduces MEAU and the project’s goals, to the inciting incident of meeting affected individuals, the video builds emotional investment. The rising action showcases the creative process, deepening the audience’s connection to the themes of the campaign. The climax, marked by the completion and first viewing of the music video, offers an emotional high point. The falling action and resolution provide closure, highlighting the emotional reactions of the participants and reinforcing the campaign’s message.
Overall, KPN's #Betterinternet campaign succeeds in using storytelling and cinematographic techniques to raise awareness about the serious consequences of forwarding intimate messages. By engaging the audience emotionally and providing a clear, impactful narrative, the campaign delivers its message effectively, encouraging young individuals to think carefully before sharing intimate content.
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