Gender is represented in many ways. Males are mainly seen as the ones with the power. This can be connoted through the use of violence and guns and rioting. Females are mainly seen as objects who are on the sidelines watching the action happen, but may join in, in the end. This is seen when a young female is filming someone being beaten up by a group of hoodlums, but a few seconds later she joins in on the action. Many stereotypes of different ethnicities are reinforced throughout the music video. One stereotype reinforced is the stereotype of blacks being drug-dealers and overall 'hoodies'. The word 'hoodie' comes with a reputation of being a disturbance to the peace, someone who wants to scare people by mugging them or stabbing them. This links back to the theory of Medhurst. This is when a stereotype is a type of short-hand for the audience. It also links back to the theory of Perkins, who says that some stereotypes can be based off the truth. This has a common theme to what Drew said in his TEDx Lecture about how "Every person is who they are because of how people have treated them and what has happened to them throughout their life". Age is represented quite negatively in the music video. The youth are seen as very negative, but Drew says that the "Media has demonised them".
Media Institutions: In what ways is the video typical of music videos and what values does it promote?
Many aspects of this music video are typical of music videos. One aspect is using low angle shots. This provides a feeling of power upon the subject or person as they are looking down into the camera. The use of lyrics "Keep on believing what you read in the papers / Council estate kids - scum of the earth." This relates back to the hypodermic needle theory. This theory suggests that the mass media has a direct, immediate and powerful effect on its audiences and society. Drew, however, is against this as he explains that the media twists and turns the word of the truth to show what they want us to see.
Media Audiences: Who does this text/artist appeal to and why?
This text appeals to a couple of types of audience. The principal being the youth. Or maybe, more specifically, the misguided youth. Drew explains in his TEDx lecture that his feature length film 'iLL MANORS' and any other text to do with this film portrays a message of what can happen if you dont manage you life successfully. This text will appeal to the socio-demographic of: C1, C2, D and E. This is because the music video may portray aspects of these audiences lives. However, The psycographic of 'Aspirer's' may be part of the wider audience. This is because aspirer's want to be educated about aspects of life foreign to heir own. In this case; the misguided youth.
Media Audiences: Who does this text/artist appeal to and why?
This text appeals to a couple of types of audience. The principal being the youth. Or maybe, more specifically, the misguided youth. Drew explains in his TEDx lecture that his feature length film 'iLL MANORS' and any other text to do with this film portrays a message of what can happen if you dont manage you life successfully. This text will appeal to the socio-demographic of: C1, C2, D and E. This is because the music video may portray aspects of these audiences lives. However, The psycographic of 'Aspirer's' may be part of the wider audience. This is because aspirer's want to be educated about aspects of life foreign to heir own. In this case; the misguided youth.
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