1. Linked Production: Two One- minute cinema adverts that raises awareness of the dangers of misrepresentation that reflects a different approach by showing this group in a new more positive light By Suhur Hersi YasminNti Natasha Nti

2. Significance? WHO CARES!?! Black youths are ‘thugs’ ‘murderers’ and ‘out of control’ Representation’s fuelled by Our mission!: ……

3. To change the view on black youths. From this…. To This….

4. Overview of our idea… Using irony to deliberately switch the audience’s perceptions. Make the subordinate representations of black youths as dominant; within our production.

5. Detailed outline of Media Language High key lighting Mise-en-scene: Setting- City, Clothing- Smart and suited. Editing: Parallel shots- Satirical effect Diagetic sound- Changes perception Cinematography- Framing and Tracking shots

6. Institutional/ Research Background Production: Non- Hollywood Promotion- Posters & Double Page spread. Distribution: Channel 4, Mainstream Regulation: OFCOM Scheduling: prime-time Broadcasting: commercial television

7. Representations… Challenge Stereotype Reflects the Zeitgeist Comparison to other ethnicities Switch dominant stereotype to subordinate

8. Audience… Target Audience: Age: 30+ , Social Background: A, B and E class. Reception: Shocked and bemused Theories: Hypodermic needle

9. Psychographics Survival- Resigned – A and B class Escape and struggler- E class audience

10. Examples… Chipmunk ft Talay Riley- Look For Me

11. Action planning