.. 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.