This document provides an overview of a proposed media project to create two one-minute cinema ads that aim to raise awareness of the dangers of misrepresenting black youth. The ads would show this group in a new, more positive light using irony to deliberately switch audience perceptions of common negative stereotypes. Key details of the media language and representations are outlined, along with the intended audience, theories of how it may be received, and examples to inspire the work.

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 lightBy Suhur HersiYasminNtiNatasha 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 LanguageHigh key lighting Mise-en-scene: Setting- City, Clothing- Smart and suited. Editing: Parallel shots- Satirical effectDiagetic sound- Changes perceptionCinematography- Framing and Tracking shots

6. Institutional/ Research Background Production: Non- HollywoodPromotion- Posters & Double Page spread.Distribution: Channel 4, MainstreamRegulation: OFCOMScheduling: prime-timeBroadcasting: commercial television

7. Representations…Challenge StereotypeReflects the ZeitgeistComparison to other ethnicitiesSwitch dominant stereotype to subordinate

8. Audience… Target Audience:Age: 30+ , Social Background: A, B and E class.Reception: Shocked and bemusedTheories: 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