Media Forms:
There is a wide range of techniques used in the music video to establish the setting and to engage the audience. The audience for the music video are those of which participated in the riots and are young and have no opportunities available for them; it is also those who mainly live in council estates as they are seen as economically disadvantaged. They are aged between 15-27, and fall under the psychographic group of reformers, and demographic group of C2, D, and E. The setting used for the music video was a council estate situated in East London; the use of this setting was effective as the music video was aimed at those who were participating in the riots and Plan B decided to show the kind of homes and environments that the people in the riots lived in so that they can relate to the video and feel represented. Also, the London 2012 Olympics were held in East London, which suggests that even though there is the improvement and renovation of East London, there has been no change made to help the youth in the country and everything has just been covered by the Olympics but the truth is that nothing has changed; this engages the audience as the target audience understand this matter and are feeling the same way. Another main setting that was used in the video was a parking lot; this engages the audience as dark suspect areas are where people of the target audience’s age group are associated with those kinds of areas and places.
There is a wide range of techniques used in the music video to establish the setting and to engage the audience. The audience for the music video are those of which participated in the riots and are young and have no opportunities available for them; it is also those who mainly live in council estates as they are seen as economically disadvantaged. They are aged between 15-27, and fall under the psychographic group of reformers, and demographic group of C2, D, and E. The setting used for the music video was a council estate situated in East London; the use of this setting was effective as the music video was aimed at those who were participating in the riots and Plan B decided to show the kind of homes and environments that the people in the riots lived in so that they can relate to the video and feel represented. Also, the London 2012 Olympics were held in East London, which suggests that even though there is the improvement and renovation of East London, there has been no change made to help the youth in the country and everything has just been covered by the Olympics but the truth is that nothing has changed; this engages the audience as the target audience understand this matter and are feeling the same way. Another main setting that was used in the video was a parking lot; this engages the audience as dark suspect areas are where people of the target audience’s age group are associated with those kinds of areas and places.
Media
Representations:
In the music video there are many representations of gender, age, and ethnicity. People from ages as young as 5 years old were in the music video, up to age 27, and this represents that people involved in the riots are very young. It also suggests that even people as young as 5 are seen in a negative way due to the hypodermic needle theory, which suggests that the media inject information into society, and that even of people as young as 5 are targeted. There is a negative representation of young people in the music video and that young people are violent, irresponsible, and untrustworthy. Gender is represented in the music video as the gender presented majority of the time is male; which suggests that although there are young girls involved in criminal activity, but males are mainly in gangs and associated with violence. This is also due to the fact that the media represents young males as more violent and are targeted far more frequently than young females. The young characters in the music video are white and largely represented by black ethnic backgrounds. This is because the media associate young black males more specifically with criminal activity; and this negative stereotype is therefore portrayed in the music video. There is also the suggestion that even young black children can be criminals as they are also presented in the music video. A dominant representation of council estates being associated with crime is also shown as the area where the characters in the music video are, is in a council estate.
In the music video there are many representations of gender, age, and ethnicity. People from ages as young as 5 years old were in the music video, up to age 27, and this represents that people involved in the riots are very young. It also suggests that even people as young as 5 are seen in a negative way due to the hypodermic needle theory, which suggests that the media inject information into society, and that even of people as young as 5 are targeted. There is a negative representation of young people in the music video and that young people are violent, irresponsible, and untrustworthy. Gender is represented in the music video as the gender presented majority of the time is male; which suggests that although there are young girls involved in criminal activity, but males are mainly in gangs and associated with violence. This is also due to the fact that the media represents young males as more violent and are targeted far more frequently than young females. The young characters in the music video are white and largely represented by black ethnic backgrounds. This is because the media associate young black males more specifically with criminal activity; and this negative stereotype is therefore portrayed in the music video. There is also the suggestion that even young black children can be criminals as they are also presented in the music video. A dominant representation of council estates being associated with crime is also shown as the area where the characters in the music video are, is in a council estate.
Media Audiences:
The audience that the music video and artist appeals to are people who are young and fall under the psychographic group of reformers, and demographic group of C2, D, and E. They are also the people who would have participated in the 2011 riots and have no opportunities available for them. They are aged between 15 and 27. It is also those who mainly live in council estates as they are seen as economically disadvantaged and are majorly represented in the music video.
These people would be most appealed by the music video as Plan B is in favour for them and is trying to send a message out for them that suggests that they act in the way in which they do, due to the lack of help from society and government. Also, people within the age group of 15-27 are more likely to listen to this type of music, hip hop, and are likely to be a part of Plan B’s fan base.
The intentions of Plan B’s song itself is questioned by the music video; this is because, although Plan B may want to present a more positive message and send out a positive message to young people; the music video in fact sends out a more negative message due to it looking as if Plan B is idolising the events in the music video by making them look more like fun and good choices then bad to do; therefore this would appeal to the target audience.
The audience that the music video and artist appeals to are people who are young and fall under the psychographic group of reformers, and demographic group of C2, D, and E. They are also the people who would have participated in the 2011 riots and have no opportunities available for them. They are aged between 15 and 27. It is also those who mainly live in council estates as they are seen as economically disadvantaged and are majorly represented in the music video.
These people would be most appealed by the music video as Plan B is in favour for them and is trying to send a message out for them that suggests that they act in the way in which they do, due to the lack of help from society and government. Also, people within the age group of 15-27 are more likely to listen to this type of music, hip hop, and are likely to be a part of Plan B’s fan base.
The intentions of Plan B’s song itself is questioned by the music video; this is because, although Plan B may want to present a more positive message and send out a positive message to young people; the music video in fact sends out a more negative message due to it looking as if Plan B is idolising the events in the music video by making them look more like fun and good choices then bad to do; therefore this would appeal to the target audience.
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