Monday 23 November 2009

... Selina Stokes Article...

Selina stokes a diversity debate that needs addressing

Monday 8 September 2008

It will come as a surprise to few but a delight to many that Selina Scott is suing Five over ageism in its refusal to hire her for a maternity cover role and choice of younger presenters instead. It is a delight not because Five is worse than anyone else in this respect, but because it stokes a debate which urgently needs to be taken more seriously. Casual sexism, ageism and racism are the collective dirty secret of the vast majority of media institutions, and they represent as much of an industrial challenge as they do a moral one.

The Equality and Human Rights Commission's Report on Sex and Power, published last week, drew a depressing picture for women in the workplace. In general the progression of women at the highest level in the workplace is pitiful and the media are no exception: only 13.6% of national newspaper editors (including the Herald and Western Mail) are women; only 10% of media FTSE's 350 companies have women at the helm; and at the BBC, which has often been held as an exemplar of diversity, women make up less than 30% of most senior management positions. It puts into context Jeremy Paxman's deranged rant about the white male in television. Ethnic minority representation is even worse.

A couple of weeks ago Pat Younge, former BBC head of sports programmes and planning who left to work for Discovery in the US, caused a stir at the MediaGuardian Edinburgh International TV Festival by saying that diversity targets should be like financial targets - you don't hit them, you get fired. I have to say that as board champion for diversity at Guardian News and Media I would currently be firing myself and most of the board for some missed targets. But Younge is right - because diversity targets are not just a feelgood add-on, they are vital to the health of any media business. The temptation to hire in one's own image for most managers is as irresistible as it is subliminal - which is why there are a lot of opinionated women working in digital management at the Guardian, and why we all need targets to remind us to look beyond the mirror.

On screen, any number of unconventional-looking ageing blokes (Jeremy Clarkson, Jonathan Ross, Chris Moyles, Alan Sugar, Adrian Chiles, Jeremy Paxman, Simon Cowell, Piers Morgan) are paid at a top rate for the talent they possess beyond their appearance. For women it is an altogether different story - appearance and age are clearly factors in choosing female presenters in a way that they aren't for men.

The media should be deeply concerned about this un-diversity - not because it represents moral turpitude on our part, but because it represents bloody awful business sense. What is happening to the UK population at the moment? It is ethnically diversifying, and it is ageing. It is also the case that it is, as of the 2001 Census, marginally more female than it is male. And we live longer - so older women, and non-white potential audiences are on the rise. In London, the major urban conurbation and key market for so many media brands, the population is around 37% ethnically diverse, yet this is nowhere near reflected in the management structures of media companies. Or indeed in their on-screen or in-paper representation.

How though, can you hope to address audiences for which you have no instinctive feel, and towards which you show casual discrimination? We are all in danger of becoming irrelevant to the changing demographics of our target audience at a time when holding any kind of audience is key to survival. If white men are so good at solving business problems - and given that they represent well over 80% of FTSE 100 directors we can speculate that this is a skill they must possess in measure - then I'm surprised they haven't grasped this one already.

Sunday 22 November 2009

3 Articles related to my Critical Investigation & Linked Production...

Article #1
Cadbury Dairy Milk ad cleared of racism
Wednesday 11 November 2009
The Cadbury Dairy Milk advert

The advertising regulator has cleared Cadbury of racism and perpetuating colonial stereotypes of African people in its latest TV advertising campaign.

Cadbury's campaign featured Ghanaian musician Tinny and aimed to promote the chocolate brand's tie-up with the Fairtrade organisation for cocoa from the African nation for its Dairy Milk range.

The Advertising Standards Authority received 29 complaints that the TV campaign was demeaning to African people and perpetuated racial stereotypes.

However, the ASA's council has decided not to formally investigate the complaints. "Although the council acknowledges that Cadbury had used stereotypes in their ads, they felt that the stereotypes were not harmful or offensive," said the ASA, which argued that most ads use some form of stereotype device to get a message across.

Cadbury has steadfastly maintained that the company went to "considerable lengths" to ensure that the ad campaign was culturally sensitive and developed as a "joyous and uplifting portrayal of Ghanaian culture and something which Ghanaians can feel proud of".

In 2007 the ASA banned an ad for Cadbury's Trident chewing gum, which featured a black "dub poet" speaking in rhyme with a strong Caribbean accent, after more than 500 complaints that it was racist.
Article #2
ASA to investigate gum ads over racism
Thursday 1 March 2007
The Advertising Standards Authority is to investigate the Trident chewing gum TV ad after complaints that it is racist.

The ASA has received 91 complaints about the ad which have claimed the ad is "racist, degrading and portrays a negative stereotype of Afro-Caribbeans," said an ASA spokesman.

The advert was produced by JWT and features a Jamaican comedian doing a skit on chewing gum. JWT said the ad, which concludes with the poet chanting "mastication for the nation," was supposed to reflect dub poetry performers such as Benjamin Zephaniah.

The £10m campaign is supposed to help Trident compete aginst Wrigley's 95% share of the UK chewing gum market.



Article #3

Monkey advert 'resembling' Obama is pulled in Japan

Friday 27 June 2008

A Japanese mobile phone firm said today it had pulled a TV advert depicting a monkey as a political candidate amid accusations that it was a racist reference to Barack Obama, who is seeking to become the first black US president.


The ad, for eMobile, shows a monkey in a suit addressing an election rally, surrounded by supporters carrying placards with the word "Change".


The apparent intention is to persuade subscribers to other mobile phone carriers to transfer to eMobile.


But the combination of the monkey, and the resemblance of his message to the theme of Obama's campaign - "Change we can believe in" - prompted bloggers to accuse the company of making a racist slur against the Democratic hopeful.


The company, which stressed it had used the macaque mascot in several other adverts, said it had never intended to insult Obama but had decided to pull the "Change" ad in response to criticism in the blogosphere.


"We had no bad intentions, but this is a cross-cultural gap issue and we have to accept it," eMobile's chief executive, Sachio Semmoto, told Reuters. "There are African-Americans in Japan, so we decided to take prompt action and shut down the ad."


Semmoto went further, describing the senator from Illinois as the kind of leader who could benefit not only the US but also Japan. "For two years I've been saying Obama has the capacity to change America, the kind of capacity that Japan needs," he said.


Monkeys are revered in Japan, and their image can be found at numerous Buddhist temples and Shinto shrines, but eMobile's choice of animal for this ad did not impress the foreign blogging community.


Zurui, in a message to the Black Tokyo site, wrote: "Well it seems like the ugly head of racism has reared its big head again on Japanese television.

Final Critical Investigation & Linked Production...

Critical Investigation:
An investigation into the negative representations of black youth in advertising media. What are the contexts that seem to reinforce these stereotypes.
Linked Production:
Two 1-minute adverts that raises awareness of the dangers of misrepresentation that reflects a different approach by showing this group in a new, more positive light.

Thursday 19 November 2009

... Media Guardian: Race & Religion ...

Article #1

Celebrity Big Brother contestants coached to avoid race row repeat
Wednesday 31 December 2008


The stars due to appear on Celebrity Big Brother when it launches this week have been coached about the race row that consumed the show two years ago and warned not to repeat such behaviour.


http://www.guardian.co.uk/media/2008/dec/31/celebrity-big-brother-race-coaching


The reality show, which returns to Channel 4 on Friday after a two-year break because of the row involving Jade Goody and Bollywood actor Shilpa Shetty that prompted the most serious crisis in Channel 4's history, is expected to include celebrities including Ulrika Jonsson, Scottish politician Tommy Sheridan and Austin Powers actor Verne Troyer.

Programme executives said they were confident they have done everything necessary to prevent a repeat of the controversy that consumed the show, prompting more than 50,000 complaints.

Celebrity Big Brother executive producer Sharon Powers said all the celebrities had been spoken to about the 2007 controversy and been sent DVDs of previous series of the show.

"We have spoken to the celebrities. If they have not seen it already we have explained to them the things that happened in the last Celebrity Big Brother and made the rules really clear to them, what sort of language won't be tolerated and unacceptable behaviour," said Powers at the programme's launch yesterday.

"We have spoken to all of them in detail and they are all very clear what the boundaries are. I think they have all seen [the show]. We have told anyone who hasn't seen it to go and look at it on YouTube."

Executive producer Phil Edgar-Jones added: "Frankly they are not stupid. They know if they say anything like that they will be chucked out."

The last series of Celebrity Big Brother, which aired at the beginning of 2007, became the most notorious show in Channel 4's history.

Shetty's treatment by fellow housemates Goody, Danielle Lloyd and Jo O'Meara prompted 54,000 complaints to the station and media regulator Ofcom and led to effigies being burnt on the streets of India. As the row escalated, Gordon Brown was forced to defend Britain as "a country of fairness and tolerance".

Ofcom ruled that Channel 4 had breached the broadcasting code and Channel 4 was also forced to air three apologies ahead of the 2008 Big Brother series.

Powers said: "We don't ever set out to create controversy as such. What we aim to do is get an interesting bunch of famous people who we talk to and meet on an individual basis.

"The truth of it is we don't really know what is going to happen. The first time they meet each other is when they walk through the Big Brother doors. That's the beauty of Big Brother."

Edgar-Jones said a special welfare team would watch the contestants around the clock to spot if anyone was feeling isolated, unhappy, or not unwell.

"We do understand there is a lot of scrutiny of television at the moment. Procedures have been pretty much the same [and] we have tightened them up. If things are getting out of hand we will deal with them," he said.

David W illiams, the commissioning editor for Channel 4, said: "From a channel's point of view it has never been a case of sanitising Big Brother. As we do after every year we look at our procedures. We have got procedures in place which are tried and tested so that we can cope with every eventuality."

Celebrity Big Brother was rested at the beginning of 2008 in the wake of last year's race row, but its replacement, Big Brother: Celebrity Hijack, failed to capture viewers' imagination on digital channel E4.

The final of last year's Celebrity Big Brother, won by Shetty, averaged 5.8 million viewers across two hours of television. It peaked with 7.3 million.

But the final of this year's main Big Brother show attracted the lowest audience of any of its nine series' climaxes, with a peak of 5.1 million viewers watching Rachel Rice emerge as the winner, according to unofficial overnight figures.

The show's ratings high-point was series three in 2002, when Kate Lawler's victory attracted an average of 9.4 million viewers to the 10pm final night show – a 50% share of the audience.

The programme was axed in Australia this year because of low ratings.

Article #2

The right ethnic mix

Monday 22 June 2009

http://www.guardian.co.uk/media/2009/jun/22/masoods-eastenders-bbc


The director shouts "Cut!" - and wardrobe, props and make-up people swarm the set. One of the principal actors beckons me over and asks: "Can you pronounce it for us again?" As I say "Alhumdulillah" (praise to God) the rest of the cast repeat it over and over until they are satisfied it sounds right.

In the meantime, I am pulled into a discussion about the Indian sweets on set: are they the right ones; by tradition, which character would give them to whom?


I am not on the set of a British Asian film, but rather at the studios of EastEnders. For six months I have been working as one of a group of occasional consultants: looking over scripts, sometimes being on set, and advising on aspects of British Asian culture relating to the Masoods.

Playing unsafe


Albert Square's previous Asian family, the Ferreiras, were criticised as boring and unrealistic - their first names were a mixture of Muslim and Hindu, their surname was Portuguese. "We admittedly came under the spotlight with the Ferreiras," says John Yorke, the BBC's controller of drama production. "We played safe with them and ultimately didn't give them good story lines. We're certainly not doing that with the Masoods, but the devil is in the detail and now pretty much everything we write for them that has a cultural or religious aspect is checked."


While the Ferreiras were "safe", the Masoods' current story line is at the other end of the scale - with the elder son, Syed, embarking on a gay affair. "Part of the reason we chose the Masoods is that it does present us with a whole new set of taboos," admits Yorke. However, he says merely being able to feature such an issue is a positive sign. "Post 9/11, Muslim characters in drama became either saint or terrorist - there was no middle ground.

But the fact that we can now actually do a gay Muslim story line is testament to exactly how much we've moved on."


EastEnders is the third most popular series among ethnic minorities, according to Barb, the audience ratings body, behind The X Factor and Britain's Got Talent: on average 43% of the non-white TV viewing audience watch the programme. It also has a long history of featuring black and Asian characters: the first episode included a Turkish cafe owner.


And although cliched roles in soaps and primetime dramas also still exist, ethnic minority representation in drama has advanced across the board over the last decade or so with dramas such as the recent Moses Jones, which focused on issues in London's Ugandan community, and characters such as Anwar in Skins.


But Coronation Street's key Asian character, Dev, is rarely seen through the prism of his religion, and Channel 4's Hollyoaks takes a similar approach with its black and Asian characters. Does that make characters less realistic? Lucy Allan, series producer on Hollyoaks, says the show is keen not to hammer home ethnicity. "We recently had a skin bleaching story line around one of our female Asian characters, and obviously that is a culturally specific issue and it had a big reaction; some viewers were shocked, others identified with it. But as a rule we don't look at any of our ethnic minority characters in terms of just their ethnicity, and if the online viewer forums are anything to go by, we've got it right."


Research and consultation are employed by most broadcasters when it comes to black and Asian characters. But while this is a short cut to accuracy, it would perhaps not be necessary if there were more off-screen talent diversity.

Ade Rawcliffe, diversity and talent manager for Channel 4, believes there is still not enough representation behind the camera. "We're trying hard to make it easier to get in, to make it not about who your dad is, but there is still a way to go. There is no shortage of people from minorities looking to get into the industry, but finding and nurturing that talent is key."

Black Doctor Who


For Ben Stephenson, the BBC's controller of drama commissioning, on-screen representation is potentially even more important than off-screen in terms of attracting minorities to the industry. "The more on-screen we can do with minorities, the more those groups will feel like television is a realistic part of their experience and therefore a career option for them."


Stephenson insists that desire for more minority representation was not behind the casting of a black actor as Friar Tuck in Robin Hood. "Obviously you wouldn't cast a black actress in the role of, say, Margaret Thatcher but in a fantasy series like Robin Hood you've got leeway to play around with the characters. Similarly with Doctor Who - it's the least of our concerns whether the Doctor is black or white, it really is just about who is right for the part."


Yorke agrees that on-screen portrayal has improved, but acknowledges that diversity in the off-screen teams is still an issue. "We're working hard to rectify that, and what we really need is a long-term strategic investment in talent."


Things are changing - but given that one writer recently asked me "exactly how this praying five times a day works", there is some way to go before the industry can be sure that a lack of off-screen diversity is no longer an issue.

Article #3

Channel 4 to stoke race debate

Wednesday 14 October 2009

http://www.guardian.co.uk/media/2009/oct/14/channel-4-stoke-race-debate

As controversy builds around British National Party leader Nick Griffin's imminent appearance on BBC1's Question Time, Channel 4 is set to stoke the race debate by giving airtime to two professors who believe black people are less intelligent than white people.


The documentary, fronted by former BBC reporter Rageh Omaar, will explore what the broadcaster describes as "science's last taboo".


In the documentary, Race and Intelligence: Science's Last Taboo, Psychology professor Richard Lynn will say there is a global "league table", using evidence from IQ tests, to claim that intelligence is based on race, with north-east Asians in the top tier and Australian aborigines at the bottom.


Fellow psychology professor John Philippe Rushton, who has claimed that Europeans are more intelligent than Africans – and that men are cleverer than women – will also appear in the programme, due to be broadcast later this month .


"The differences between men and women's brains are due to spatial ability, but the differences between black and white and east Asian brains is due to general intelligence," Rushton tells Omaar. "That's what we think is the situation."


The academics appear as part of Omaar's investigation into controversial claims made by Nobel Prize winner and DNA pioneer James Watson two years ago that black people are less intelligent than other races.


Channel 4's head of specialist factual, Ralph Lee, said Omaar, now a presenter on Arabic language news channel Al-Jazeera International, also spoke to scientists who drew "radically different conclusions" to the views held by Lynn and Rushton.


"Does genetic science back up the idea that race and intelligence are linked? It is absolutely clear that it does not support the link. Rageh is able to challenge and present the absolute opposite arguments," added Lee.


"He didn't start with a fixed position – he started with an open mind – and he discovers that there are inequalities in society that are leading people with different backgrounds to perform differently and succeed differently in society and that is nothing to be comforted by.


"He thinks there are important things that need to be addressed but he thinks the idea of a link between race and intelligence or the idea that skin colour is an indicator of intelligence is complete nonsense."


Another Channel 4 documentary in the season of programmes, Race: Science's Last Taboo, will ask whether there are biological advantages to being mixed race. The season is being supported by a marketing campaign showing a mixed-race Margaret Thatcher and a white Usain Bolt.


Oona King, the Channel 4 head of diversity and former Labour MP, said: "With race we will always have a heated debate. The point about this season is that I think it will change the terms of the debate. There is no point sweeping it under the carpet."


BBC1's celebrity dance show Strictly Come Dancing was at the centre of a race row earlier this month when it emerged that dancer Anton Du Beke had made a racially tinged remark about his dance partner Laila Rouass.


The show's veteran presenter Bruce Forsyth later said the nation should get a "sense of humour" about the incident and compared it to Americans calling English people "limeys".


But King said Forsyth had missed the point. "I have a lot of sympathy for people who are not sure what is or isn't acceptable to say. My view is we need to open up the terms of the debate, not close it down," she added.


"The key point for me is that when people say you don't have a sense of humour, they are not taking the context into account. The context for a black child who is being bullied day in, day out and called racist names is entirely different from an off-the-cuff remark as Bruce was saying about limeys."


Griffin is due to appear on Question Time next week, with fellow confirmed panellists including the justice secretary, Jack Straw, and the black writer and critic Bonnie Greer.


King said it was important that viewpoints such as those held by the BNP were challenged in the mainstream. "My personal view is that if you don't confront people with counter arguments you allow them to move into a vacuum, especially when there is disillusionment with mainstream parties," she added. "I think it is incumbent upon the mainstream to challenge views that are reprehensible and off the wall."


Race: Science's Last Taboo begins with Rageh Omaar's documentary, Race and Intelligence: Science's Last Taboo, on 26 October at 9pm.

The BBC will only survive by understanding its diverse consumers

http://www.guardian.co.uk/media/2008/sep/15/bbc.television

A snail could crawl the entire length of the Great Wall of China in just slightly more time than the 200 years it will take for women to be equally represented in parliament. That was just one of a series of striking statistics from the Equality and Human Rights Commission in their Sex and Power report published last week.


It added that women hold just 11% of FTSE directorships, with the judiciary and others also strongly criticised. At the BBC, the figures are a bit better - almost 38% of all senior managers are women - but it does bring into sharp focus the challenge the whole media industry is facing to improve diversity among its workforce.


Tomorrow's Guardian Ethnic Media Summit is a chance to debate what is arguably our most pressing diversity issue - ensuring more talent from ethnic minority communities reaches the upper echelons of broadcasting. The growth particularly of young ethnic minority audiences, is soaring - way above the population average - making them a critical cultural and business challenge for everyone in our sector.


Things are definitely changing but still not quickly enough. The whole media industry needs to look afresh at what more can be done.


So why does a white, middle-aged bloke like me feel compelled to write about this? As the BBC's chief creative officer, overseeing our programme production made in-house, I believe passionately that only by drawing on the talents of every part of society can we best reflect the lives and concerns of our diverse audiences on screen.


We must do more and the BBC is certainly redoubling its efforts. And though ethnicity is very important, it is only one part of this story. We must also think in terms of age, disability, gender, social class and regional difference.


That is why I think the historic changes to move a significant proportion of BBC network production out of London to places such as Glasgow or North West England over the next decade might be key to all this.


We will transfer large numbers of staff from London but we will also recruit many new faces - a once-in-a-lifetime opportunity to add something substantially new to our gene pool of talent, to change the BBC's DNA a little.


We seem to be moving in the right direction, increasing opportunities for people from ethnic minority backgrounds at most levels.


The proportion of our staff from ethnic minorities is 11.5% - again comparing very well with both public and private sector organisations including the civil service, health service and the police. But as the Edinburgh Television Festival heard, still not enough people make it into senior management roles, particularly as controllers and commissioners.


The BBC has looked closely at the barriers to progress and announced new schemes to tackle them - costing £3m over three years.


Firstly, we need to change the way we recruit. We are dramatically increasing the outreach work we do - in community groups, colleges, schools and through open sessions across the UK - to encourage under-represented groups to apply to the BBC.

I recently worked with an energetic bunch of young students, mainly from ethnic minority backgrounds, who were introduced to the BBC by the University of Central Lancashire - from the former mill towns of Blackburn and Preston, not places we'd traditionally think to look for the next generation.


Then we need to be better at retaining talented individuals and supporting them in reaching their full potential and moving into senior roles. Our new mentoring and development programme, which offers greater one-to-one and intensive personalised support, is so important. In addition, our new trainee production scheme, which has just kicked off, and our journalism trainee schemes, have a strong diversity focus, so we are providing clearer pathways into all parts of the BBC.


On screen, we must constantly strive to reflect as accurately as possible the rich cultural mix of the UK.


Earlier this year BBC non-executive director Samir Shah criticised what he called "inauthentic representation" of ethnic minority communities, citing the Ferreira family in EastEnders.


It is unfair to highlight one five-year-old example from a drama series that remains the most popular programme on television among ethnic minority audiences. This example fails to reflect many other aspects of our work, particularly our in-house drama output. Our continuing drama series, including Holby City and Casualty, have led the way in casting diverse talent, in leading roles as well. Though we do not always get it right, overall we have much to be proud of.


The BBC set up the Writers' Academy, under John Yorke, four years ago, increasing the number of writers from diverse backgrounds working on our biggest programmes, including some of our continuing drama series.


In addition, programmes such as Criminal Justice, No1 Ladies Detective Agency, Life Is Not All Ha Ha Hee Hee, Shoot the Messenger, the entertainment series Last Choir Standing and a lot of our children's output have also been praised for the way they have represented diversity or addressed issues faced by communities from different backgrounds.


Part of this is ensuring we get closer to audiences when making programmes. For example, White Girl - part of BBC2's groundbreaking White Season - told the story of a white family relocating from Leeds to a predominantly Asian community in Bradford. Here the production team worked very closely with the community to ensure a sensitive and accurate portrayal.


In an increasingly globalised creative economy where competition will intensify, it is only by understanding our diverse consumers that we can stay relevant and survive. The BBC prides itself on keeping in touch with its audiences - to do so successfully we'll need to keep making changes, and fast.

Sunday 15 November 2009

.. On & Off Screen Representations..


These Statistics are from Home Office:

The total number of stop and searches conducted by police increased by 14% in 2005, with terrorism-related searches increasing by 9%. Black people were six times more likely to be stopped and searched by police than white people and there were nearly twice as many searches of Asian people than white people.


The statistics also showed that racist incidents recorded by the police had increased by 7% in 2005.


On Screen Representations...




This news article, represents young black people of being the only race that commits the most crimes in the UK.

The article covers points such as: 'Stop and search' , 'Blair failure' and 'Gangsta rap'. None of these representations are negative, however their is some discrimination in this article that supports young black people.




Moreover an article from The Guardian showed what Tony Blair had said:

Tony Blair yesterday claimed the spate of knife and gun murders in London was not being caused by poverty, but a distinctive black culture.

This as a conlcusion, could lead to the majority of the Uk population also having the same views, as the moral panics that are shown on screen of represntations of black people are becoming more and more strong, also the use of the on screen topics being shown to the UK population about young black people are all negative instead of positive, which therefore as a result may lead to everyones views on young black people being the same and being negative.



Off Screen Representations...
Due to all the moral panics in the media about young black males and the high statistics on rape, kinfe crime and gun crime, this leads their stereotypes to be very strong. For example not all young black males may be offenders of knife crime or gun crime, however due to all the moral panics in the media, they are stereotyped that they are and may get stopped and searched for no reason at all, but just because they are black.






Thursday 12 November 2009

Monday 9 November 2009

.. Mini Essays...

Carry out in depth research into the main theory/theorist you plan to use for your Critical Investigation and summarise the info. On a word doc. How can this be applied to your text/topic you’re researching? Write a 300 word (minimum) mini-essay.


For my research I will be focusing on both Marxism and Liberalism theorists. Firstly Marxism is an ideology derived from the writings of the sociologists Karl Marx (1818-83), which sees society as dominated by capitalist structures which maintain the hegemony of the ruling class and lead to the exploitation of workers. In addition modern Marxists concentrate on the ways in which social institutions such as the media sustain dominant ideology and false consciousness in the interest of the ruling elite, this therefore will link to my study as I am focusing on the representations of young black boys and the media obviously may concentrate on this topic more than other topics in the media. Secondly Liberalism this refers to the belief in the importance of individual freedom. I can link this with my critical investigation, due to black people wanting a change, so they can be looked as positive role models. It is a fact that 85% of major media news people fall into the liberal category, which is far from representative of the general population; this can be seen as biased in many ways.


Carry out in depth research into the main issue/debate you plan to use for your Critical Investigation and summarise the info. On a word doc. How can this be applied to your text’ topic you’re researching?
"To what extent does the advertising media undermine the black youth within society coinciding with the stereotypical behaviour and clothing of those teenagers".
> Nearly a third of children in the UK have been affected by gun and knife crime
> One in five 16 year-old boys admits to having attacked someone and intended to hurt them seriously with a knife
> 63% of young people surveyed believe image is directly linked to gun and knife crime; 61% think gun and knife crime is about revenge and reprisals; and 63% believe peer pressure is a main reason for gun and knife crime.
> The most commonly given reason for carrying a knife is ‘for protection'. Other reasons include ‘in case there's a fight' and ‘for use in crimes': Source: Offending, Crime and Justice Survey 2005.
The Net has launched two new radio adverts to discourage young people from carrying knives.
Building on the success of Operation Blunt's 'Knife City', the radio adverts target young people aged from 11-19.
Horrific photos of real stab wounds are being used in a new campaign against knife crime.
The graphic images feature in "viral" internet and mobile phone adverts.
One shows a man with a Swiss army knife and a screwdriver sticking out of his chest.
Others show exposed intestines which have emerged from a knife wound, a leg which has become gangrenous after a knife attack, the hand of a victim whose thumb has been severed and deep wounds to the bone.
The campaign hopes to drive home the message that people who carry knives are more likely to become stab victims.


http://www.itv.com/?vodcrid=crid://itv.com/20285&DF=1

The mother of a knife attack victim has rubbished a Home Office shock advert campaign to tackle the crime. Ann Rock's son, Christopher, was the target of an attack in 2006. The 21 year old was stabbedsix times in an unprovoked attack outside his home in South Wales.
He nearly died after receiving wounds in the arm, back, lung and diaphragm - one narrowly missed his heart.


http://news.sky.com/skynews/Home/Sky-News-Archive/Article/20080641317443

Sunday 1 November 2009

.. Half Term Work ..

Critial Investigation... To what extent does the advertising media undermine the black youth within society coinciding with the stereotypical behaviour and clothing of those teenagers.


Linked Production ... A cinema advert lasting 1 minute reflecting a different approach on black young teenagers within society, acting in a way in which the media wouldn't associate them with.



Media Language: Media Language will help me when I am focusing on my study; this is because when I will be working on my critical investigation many references to media language will be made. When doing my linked production I will be using media terminology such as high key lighting, and which type of shots I will be using, this therefore will help me achieve top marks and also improve my understanding of key media terminology and concepts during the study. Moreover I will be showing the use of AO1: to demonstrate knowledge and understanding of media concepts, contexts and critical debates.




Institution: After watching many adverts on young teenage boys and knife crime adverts, I have analyzed that many young teenagers that have acted in these adverts have had the stereotypical behaviour and clothing of those teenagers. For example: Tower Hamlets knife crime advert shows the audiences that the stereotypes of young teenage boys have remained the same. Nevertheless Tower Hamlets give a positive message at the end of the advert stating: “working together for a safer London” which also is acted upon by the metropolitan police as there logo is shown when the statement is stated.



http://www.youtube.com/watch?v=SSSrlbiME3Q





Genre: there is no real genre, as I will be looking at still and moving image adverts, however if there was a genre when doing a moving image advert it may come under crime.



Representation: the representations of young black teenagers are very negative. Due to the increase of knife crime in today’s society this has made the stereotypes stronger. Nevertheless in my linked production I will be showing the other side to the argument showing a positive view on young black teenagers in today’s society.


Audience: the audience will be mainly to a youth culture, due to them understanding what goes on in today’s society as it may affect them, moreover an older culture for the audience can be taken in to consideration as well, due to them learning the real positive outcomes of young teenage boys and not jus listening to the negative stereotypes that the media has portrayed young black teenagers to be.



Ideologies: The ideology of ethnic minorities when looking at advertising media showing that they undermine the black youth within society coinciding with the stereotypical behaviour and clothing of those teenagers is not equal. Youth culture has been largely defined and exploited by advertising and marketing agencies as means of identifying audiences and markets of young people with a high level of spending power.




Narrative: there is no real narrative, as we are looking at representations.






S H E P


Social: The social issues with this are obviously the issues that the young black teenagers are bringing in today’s society: such as high statistics in rape, knife crime and gun crime. This therefore shows that some teenagers may act in the same way, however some teenagers may not but due to the moral panics being made in today’s society all young black teenagers are being seen as negative individuals too.


Historical: The historical issues with this are Colonialism still exists to a certain extent and that the youth culture is still portrayed in a negative way. Especially more with young black teenagers the stereotypes over previous years were always negative: for example: slave trade days when young black boys were made to work for rich white upper class families, in addition in today’s society young black boys are often criminals of knife and gun crime showing that historically the stereotypes and lives of young black boys are becoming worse. Nevertheless this can be argued against as in today’s society there are many black males who are very successful and should be looked up to as role models. For example: Obama and Usain Bolt.



Economical: certain areas in Britain are represented in negative ways, such as South London, South London is a deprived area, which therefore lacks money which results in less people wanting to purchase land and houses which as well can be due to the fact of the high knife and gun crime in this area.



Political: the political issues may be that; Britain may not look like an attractive place due to all the crimes in today’s society. South London has the highest statistics when looking at gun and knife crimes. This may show Britain has not a diverse country. Another example may be the Steven Lawrence Case, this caused Britain a lot of chaos as this was known as a “black on black crime, showing a innocent boys life to be taken, which again shows Britain as a anxious place.
This study fits into the contemporary media landscape because it shows how black teenagers are represented in a negative way within society and how the rise of gun and knife crime within the UK (mainly South London) today have caused a moral panic in that all black teenagers are represented in the same negative way.
Issues, Debates and Media Theories
Liberalism: is the belief in the importance of individual freedom. I can link this with my critical investigation, due to black people wanting a change, so they can be looked as postive role models.