Both the Nike advert and Dizzee Rascal's music video represent ethnicity and region through their portrayal of urban areas and cultures. The Nike advert shows the diversity of London through scenes of various people from different backgrounds engaging in active lifestyles. Dizzee Rascal's video focuses on the challenges faced by black communities in urban areas, depicting issues like police brutality and poverty. While the Nike advert presents an optimistic vision of London's communities working together through sports, Dizzee Rascal's video takes a more critical look at social problems in disenfranchised urban regions. Both draw upon styles and imagery associated with grime culture to represent the environments they depict.

1. Compare the choices that have been made in the representation of ethnicity and region in the advert and the music
video
Exemplar 1
From both the music video and the advert focus around urban areas. With Dizzee’s video generalizing and the Nike
advert being specific to London. In the Nike advert it is clear that they are showing the diversity of urban areas (again
specifically London). The advert uses a montage, which goes through the various people’s lives. This can be related
to the chaos of London as a city and the live of the people in it. The advert focuses on active lifestyles such as how
the people get around London. The examples used in the advert are things such as running and riding a bike. Though
Dizzee’s video is focused around black people are their troubles in urban areas it an also be seen in the video that
the video have a puppet of Caucasian ethnicity again reinforcing this idea of urban areas being diverse.
In the Nike advert there is a clear challenge to the theory of Paul Gilroy in the sense that there is no racial hierarchy
or binary opposites as all the races are working together and are shown at the same levels. An example of this In the
is the black boy who is riding a horse. This activity is often associated with white upper class people. The boy is also
riding the horse in front of an estate, which further shows the diversity, as this location would not be considered a
normal location for the activity.
Dream focus on blacks in urban society. This enforces the theory from Paul Gilroy as there is a clear binary
opposition created between the woman at the piano and Dizzee and the puppets. In the video there are visuals of
police brutality and underage pregnancy. This could be linked the ethnic minorities and the idea that this social issue
is more prone in these ethnic groups. This social issue is linked to the disenfranchised areas in which the ethnic
minorities often live.
Both look to show the ethnicities they include in a happy light. With Dizzee showing an aspirational side to coming
out of the urban areas and Nike showing how we can all work together and how we all live together and relating it to
sport which is something we all take part in. hey are similar in the shot types used as they both use lots of close ups
of the protagonist. In the Nike video each of the protagonists are at the center of the frame. Dizzee is often at the
center of the shots in his music video shots.
Exemplar 2
Within the Nothing Beats a Londoner advert, they present regions in many different ways. For example,
when the young white boy is running to school, he mentions how he has to go from “zone 6”. Then the
older black lady comes out and speaks about how the young boy is lucky, as she needs to run through
Peckham. This is then supported by the use of imagery as we are shown a group of bikers, who are hiding
their identity. Then a skeletons hand is shown to reach for the woman’s hand. This shows the difference in
the two areas and how dangerous Peckham is as an area.
These representations differ to those present in Dizzee Rascal’s Dream. Whereas in Nothing Beats a
Londoner gangs are presented as playing a big part in someones identity. For example, many people are
saying “my ends”. The use of my shows how people think that it belongs to them and it’s a big part of their
person. In Dream, the region are presented as being massively segregated and held down. The use of
puppets in Dream shows how the members of the region are being controlled by society. This can show
how society is seen to control their actions and movements. This sense of freedom is shown to be
something that is temporary within the region. For example, when Dizzee Rascal leaves his box at the start
of the music video, he is seen to enter his box again at the end of it. Thus showing us that even when they
are granted their freedom, it isn’t something that lasts. The use of strings in Dream shows people how
being involved in gangs and other related activity will limit to other successes in life. Instead of Dizzee
Rascal showing people how you can aspire to be a member of a gang, you can set yourself to having more
positive and successful aspirations, for example, going off to university.
There is a young white boy who seen to be rowing, he states that if he doesn’t win his family will see him
as a disappointment. Whereas the black female is seen to actually fight her family, instead of just be called
a disappointment. This shows us that within the black family there is more violence compared to the white
boys family.

2. Compare the choices that have been made in the representation of ethnicity and region in the advert and the music
video
This differs to the representation of ethnicity in Dream. In dream, we see a black single mother. We hear
that how Dizzee Rascal says how the fathers abandon their kids. This is similar to how the white boy
disappoints his family by not winning and the father are disappointments as they abandon their kids
A black boy is seen on a white horse, this may be seen as unusual as it is a upper class sport. White horse
are symbolisms of a knight and shinning prince who saves others
Exemplar 3
Police brutality is shown in both videos. Nothing beats Londoners portrays life and challenges in a more
positive way. This can bee seen for example through the cross cutting between the different young kids
trying to practice their sports in London, where the weather conditions or are they do it in makes it difficult
for them. But they overcome all their challenges and succeed. On the other hand in dream life is portrayed
as more difficult and violence. This is done through props such as puppets which show people getting hit
and beaten up by the police, and mothers getting chased.
The representation of children is contrasting in the two videos. The lyrics and video in Dizzee rascals are
more brutal and show the harshness of living, for example when we see the robbers steeling the Tv, even if
it is sang on a children’s TV show. In the “Nothing beats a Londoner” the lyrics are more encouraging, and
the young people are encouraging and challenging each other to succeed in their sport.
In dream a more antisocial behaviour is shown for example when the puppets are shown vandalizing and
spraying graffiti on the wall, on the other hand in the Londoners music video, people are encouraged to
take part in team sports and practice different activities together. This can be seen for example through
the establishing shot of the football and basketball team playing and winning together. This highlights how
that even if there is a great deal of diversity in London, social behaviour and teem work always leads to
success.
In “noting beats a Londoner” celebrity endorsement is used. Lots of black celebrities are used such Skepta,
which highlight how everyone can be successful and achieve their goals in life. This is reinforced in dizzee
rascal’s music video, where he is the main protagonist f the video, and through the lyrics he ells his story.
He shows how he was a normal person “running around the streets” to how he started to become famous
and go on the radio, to how now everyone recognizes him and buys his album. This reinforces Goodwin’s
theory. He believed that a vital aspect of a music video is having a star or celebrity in it, as it makes the
music video more appealing to the audience while bringing a unique style to the video in the way he is
portrayed to the audience. This also helps to promote the video while creating a reputation for the artist.
Exemplar 4
Both media texts have representations of grime and the culture surrounding it. One of the most obvious codes and
conventions used in both media texts is the clothes that they wear, in most grime videos and media texts that show
their culture and society we see the use of baggy clothes, tracksuits, snapbacks etc. This is important as it represents
where they are from and their society, Dream shows the artist wearing a baggy tracksuit and in the advert for Nike
we see grime artists wearing tracksuits which sends the same message as the music video. Popular brands are also
used to put attention on either the artist or the brand (Nike is the focus of the advert).
Both media texts are filmed in urban areas to portray what they are like to the audience. For example in Dizzee
Rascal we see an urban backdrop with police in it. This is to show that they are constantly under surveillance from
the police. In the advert we can hear police sirens in the background, this tells us that they police are always lurking
and watching them closely, they both send a similar message that the police is always surveiling them and watching
what they are doing. In the Dizzee Rascal music video we see a brick building with graffiti on it, this is done to
symbolize the environment they are in. We also see the puppets fighting in the video which tells us that violence can

3. Compare the choices that have been made in the representation of ethnicity and region in the advert and the music
video
happen and that the areas they live in can be dangerous. There is also violence with the police as we see police
fighting some of the puppets in tracksuits. Similarly, in the advert we see a boy saying that he has to fight people in
order just to use a sports facility which tells us that it is a hard environment that is difficult to live in. Another scene
that represents the violence in urban London is when the girl says she must run through Peckham at night. When the
girl is running we see people dressed as skeletons riding on quad bikes and motorbikes doing wheelies. This is
stereotypical as we usually associate these actions with gang activity. This scene also represents the fear she has
living in these areas as they are dangerous to go through especially at night.
Camera use is also important as it sends the audience a message about the character in the media texts. In the Nike
advert we see track being used a lot throughout the whole video, for example we see it being used when the boy is
playing basketball, this is done to show his journey through these environments and it is also telling his story which
creates a relationship between him and the audience. However, in Dizzee Rascal’s video Dream has many more still
shots with him being in the center which allows him to tell his story through his words and his actions, this is done to
create a bind with him and the audience throughout the music video. These techniques are important as they create
meaning in both of the media texts.
Equestrianism is used in the Nike advert as we see a young black boy in a council estate riding a white horse. A white
horse represents higher class living, this creates binary opposition as we see poor vs rich. This type of binary
opposition is used in Dizzee Rascal’s video as we see Dizzee Rascal and the posh white women which creates a
similar contrast.