Mest 1 Section B: A Field In England

A Field In England

Article summary:

The article is about the different choices in which this movie (A Filed In England) had a rather different approach than compared to the famously know long chain Hollywood cinemas film release and distribution style. There is a lot of money involved in order to make a film successful both financially and visually. This film managed to skip over many financial obstacles in order to generate enough money/revenue as possible from them. This film released its product on all platforms, including DVD, theatrical release as well as TV release, which traditional Hollywood films take longer period of time to release and distribute.

1) How was A Field In England's release different from typical from mainstream releases?

First of all, the film was released on all platforms when the theatrical release was to be released All content for the film (including the theatrical release) was to be released on the 5th July. This included the T,V, DOV and DVD/Blu-ray release. This is very different from mainstream Hollywood films as traditionally, the film will be released first via cinemas and will then move on to DVD release three months later so that the film companies can generate enough revenue from the films theatrical release. The release of this film was very different as the film was released on all film platforms all at the same time. This seems to be a risky move as their audience may not even attend to watch the film, knowing that they can watch it at home for free. However, this film is an arthouse film meaning that it targets a niche audience (typically an ABC1 audience) and therefore, the target audience for the film are rich and have money to spend which means that the film company can still generate the money needed. 

2) Advantages of taking this approach?

Advantages of releasing their content on all platforms can generate a lot of revenue from the beginning of the release of the film. This is because the film was released in theatre, and this can generate a lot of revenue as this film targets a niche audience who are still going to go out and watch the film because they want to spend their money and therefore, there is no potential loss of audience. In addition, there is the release of the film on TV. The TV companies will have to pay a fee in order to license the film to be broadcasted online and this can generate revenue in which ha traditional film would be able to do as they wouldn't release a film on TV after 2 years from the films theatrical release. Furthermore, the release of the film on DVD allows people who are interested in the film to purchase a hands-on physical copy of the film which too can generate money for the film. This move can really help create a lot of money as the film will be generating money from different platforms and can result in excessive amount of revenue/profit.

In addition, this approach to releasing the film n many platforms can be an advantage because it can generate more publicity. The article has stated that the film is the first film in the UK that has released its product on all media platforms at the same time. This can be a controversial case for the public as they rarely would have ever seen something like this ever before, And therefore, can create a lot of attention for society and therefore they would be more likely to watch this film on any of the content that they chose to see why it has been generated on all platforms. As a result, this will ultimately generate money/revenue for the film companies as their approach to advertising the film was done well and fulfilled its purpose.

3) Disadvantages of this approach?

Disadvantages of this approach to release a film on all platforms is that it is a prediction may not necessarily mean it will be true. This is because the film seems to not show a narrative and is limited in it he information it gives out to the audience. This can put off people from watching the film which can result in less revenue being made. People who have seen the publicity for this film would think that watching it at home is the best choice and therefore, not put any money towards the viewing. The possible revenue the company could have made has been lost as there would be a large sum of people who feel the same, that they can just watch the content from home without having to watch it in cinema and pay £15 for a ticket.

In addition, the approach would be quite contradictory as, the majority of the  public would watch this film on TV. Often, a film being on TV would appear once every few months and if they are trying to attract the audience into watching the film, all of the public would 'have to watch it on the release of the film which will be a bit silly. This is because not everyone will be hyped to watch the film as they know nothing about it and therefore, although it is being shown on TV. They may not even care of the films viewing. Also, after the film is released on the day it comes out (as well as all its content) people will soon forget about it as publicity will not be at its peak than it previously was. 

4) Target audience in which this film is targeting. Possible demographics and psychographics.

Firstly, one convention that this film has that shows the type of audience it may refer/target is the colour. The style and tone of the film is very dark and grey. However, the colour pallet on this film is very monochrome (black and white). People in today's society may just say that 'because it is black and white it is ultimately targeting the older audience'. Although this may be true, it does seem to be true for this film (by the looks of it).

In addition, the story of the film is a big and major reveal of the type of audience it is going to attract. The story is set in the 18th century of England and it gives off this old style through out both the trailer and the films print promotion. This form of story telling and appearance would usually attract an older age group or even educated as they  would understand the historical content in which the film was based on etc. Furthermore, the story can connect with those who watch it (which is what films generally try to do) and this film doesn't seem to attract a younger demographic. It seems to attract the older age group (age 40-75).

Finally, another thing that can reveal the type of audience this film can be attracting is the upper class as well as some of the middle class. This is because the way in which the film was published (being on all platforms) was a way to generate revenue from their audience. Even though I have stated in my previous paragraphs that the majority of the public wouldn't go to the cinema to watch it, there are still some who might. This is the upper-class. The upper class are those who have money. They would like to watch a film in luxury and would rather spend their money rather than being at home. Even if the film is on all platforms, this demographic would still go out to the cinema to watch this film as they have money to spend. 

5) Opinion on the release of a film on all platforms in the future?

In my opinion, I think that this seems to be a risky move for big name film companies to do. This is because the advantage and disadvantages are equal and are only predicated and the outcome of it can be extremely different and unhealthy for the film companies. Now days, by delivering the content on the other platforms on separate dates seems to generate a lot of money. And if they were to release them on all platforms, they may face a huge loss as anticipation for the film would decrease.

The use of having films in the cinema is to make the film more special. This is because the ideology behind purchasing a ticket (to watch a Blockbuster) is to feel that the film is a one time moments and they you should enjoy it as you are only going to watch it a few times (providing the money is there). This makes people make the film feel special as they have spent £10 on a ticket in order to watch the film. By losing this platform's importance (through delivering the content on all platforms) loses the films importance and significance in the consumers mind as they would treat a free media source with as much respect as to one they have purchased. This ideological thinking does seem to fade away, however the importance of the film is lost.

Finally, there doesn't seem to be a good choice in releasing content out on all platforms as there will only be revenue for a short space of time. This is because the film 'A Field In England' would probably got a lot of revenue because it launched on all platforms. As a result, they would be receiving revenue from all aspects of the platforms. However, the revenue being generated would eventually stop as there would be no consumers wanting to watch the content again as they have already have watched it. Even the upper class people, would stop watching it after a certain number of viewings. By having a gap between each platform, still allows anticipation to be around as, those who were unable to watch the film in cinema would wait for the DVD release instead rather than watching it at home and not bother with watching the DVD version as they may not even like the film being displayed. Overall, I think that the release of all content is not a good idea than initially planned as it is a risk and companies tend not to take the risk as there may be a high chance of loss which is un-healthy to film companies. 

Ill Manors e-media site research

Site Research 

Ill Manors Facebook page:

Link- https://www.facebook.com/ILLMANORS

1)

29,882 like in total on Facebook

2)

The top of the Ill Manors Facebook page is there to promote the film DVD release. It is acting as a form of advertisement for whoever goes on to this page will see that the Ill Manors movie is now on release. It is up there, because the director, Ben Drew wants fans of the film to know that it is available for purchase. The banner acts as a way to promote both the film (to those who haven't watched it) and to notify those who want to buy the actual film

3) Screen Grabs

This post (posted on the Ill Manors Facebook page) appeals to the target audience because people who support Ben Drew's music career and love his music would love to hear any new news that is to do with his music. An example, shown in the screen grab above is that Ben Drew has been nominated for his music. This news is a way to hype up the target audience (those who are fans of Plan B). The last sentence in this post is about the film. It is a way to hype up the fans but also reminding them about his film- Ill Manors.

 This post is much more different from the other posts that the Ill Manors Facebook page posts. This post is mainly focused on young film makers and is a way to promote a new opportunity for young film makers to make their mark in the British Film Industry. Ben Drew seems to have come from this background of not having the opportunity and had to work hard to get it. Through all the texts that Plan B has been through in regards to Ill Manors and hi struggle. One of the most repeated topics is the transition from a music artist to a film artist. His audience are more likely to have watched this talk or read this text as it can relate to them. This post opens up that specific message that Ben Drew previously talked about; opportunities for the youth. This post allows the youth to make something of themselves and follow Ben's footsteps into becoming a successful artist.

This post appeals top the Ill Manors target audience as it is trying to promote another film which is similar to Ill Manors. This appeals to their target audience because, fans who enjoyed the film and people who agreed with the films context would be more likely to watch films focused on this subject matter. And by the Ill Manors page posting about an upcoming film which is similar to Ill Manors gives the target audience more content to view and engage with its message. The post is trying to strengthen the youths image and convey it in truth and not fake words.

One way in which this post appeals to Ill Manors target audience is due to the question asked above. The question states 'Is Ill Manors your anthem of the year?'. This question allows the reader (which is primarily the youth) to question themselves and think about that right answer. It is this question that makes the reader engage with the text and reply to it. Those who are fans of the Ill Manors soundtrack would likely share this post as well as reply to it. And this allows the Facebook team behind the Ill Manors film to take in the relies that their audience have stated about the music.

4)

• On the Ill Manors Facebook page there have been a few posts from celebs who have given their feedback on the film (which are mostly good feedback) and is shared by the Ill Manors page themselves to make the message more clear. There is synergy between the two artists as the Facebook page is promoting the face of the celebs as well as the celebs promoting the good  feedback on the film. 
• There have also been posts of the poster for the film (slightly before release day) which is a cross promotion with the print side of the film. By posting a picture of the films poster allows the consumer to understand the film better and quicker rather than having to view the trailer. The point of posters is to give a quick understanding about the narrative (and this cam be done through text as well as through the mise-enscene). This is mainly used for people who don't know anything about the film and want to know a little information before going into detail (such as trailer and interviews etc).
• Finally, there has been cross promotion to the Jonathan Ross show in which Plan B attended. This was a show that cam out after the release of his film and was about Plan B's intentions for the film and why he created it. Even the message that Plan B touches on (such as the youth and the environment) can link in with the many other texts that he has been involved in. 

5)

• One of the posts which was posted by the Ill Manors page itself was a competition which targeted young film makers. It was a post that acted as a way to grab the attention of young film makers who are interested in making it a career. This post got many shares as well as replies which showed the success of the post. It was to allow the youth make something of themselves and follow in Plan b's footsteps from becoming an music artist into a film artist. 
• Another user generated content was a competition to receive a copy of the Ill Manors DVD. This post was a way to grab audiences attention and to interact with the post as quickly as possible. This is because those who really liked the film and wanted to get a copy of the DVD version would want to enter this competition. Not only does this competition benefit the audience but it also benefits the film makers as well. They can see from the number of entrants their possible audience range as well as the demand for their product. 

6)

Another post that acted as a way for cross promoting the sound track was the 'peoples thoughts' on the Ill Manors track. This post has seemed to be repeated many times, however the post shows it's significance. The creators of the track want to know their target audiences feedback of the track. Those who liked the Ill Manors Facebook page would instantly come across this post and would reply after reading the statement. This allows the audience to engage with the text and give the music track their thoughts.  

One other form of cross promotion with the music sound track was a post that was promoting those who haven't heard the Ill Manors sound track to listen to it, providing a link to its YouTube video. This posts main purpose is to promote the sound track as well as making those whoa re unaware of it to know that its available online. 

7)

Ill Manors Twitter Feed:

Link- https://twitter.com/iLLManors

1)

This Twitter page is full on based around the film and music. It only features the films current success as well as keeping fans updated on the films DVD release date. Mostly, every tweet that the account posts is directly related to the film which, in a way, is promoting the film. The display picture as well as the background is all print content of the film- films poster.

2)

Most of the tweets in which the Ill Manors twitter tweets don't have any hashtags attached to their tweets. The often contain links to other twitter accounts or to videos that are linked to the film, such as interviews or a red carpet video etc. However, when hashtags do come in to display, it is often #IllManors which is used to promote the film as whoever types in this hashtag will be able to see anything related to Il Manors only. Another common tweet (which is posted only on Mondays) is #MegaMondays.

3)

• @Leeallen80- This is an actor who is in the film and had tweeted the following: "The 3 stages of Mr Chris!! @iLLManors @JoshuaOsei @ShackaVillian I love this picture!!! ". This tweet was nothing to do with the film, however it was to do with the actor who was in the film. This celebrity was ell known after the film was released as his fame escalated from that point onwards. This tweet was retweeted by the Ill Manors twitter page to help promote the film as fans who are familiar with this actor would want to go and watch Ill manors after wearing god things about it.
• @HeyUGuys- This is a famous twitter account which focuses on any new movie release and makes a review on them. This can be one of twitters most reputable review twitter page and if there is any review that is new, people are going to read it. Ill Manors twitter page had re-tweeted the review in which the review account had made. By re-tweeting abut the review sows the audience that it was a good review, as if it wasn't then Ill Manors wouldn't want their audience to see negative reviews on the film as it will turn away potential audience members.
• @rdlcruzofficial- is a famous and popular music artist similar to Plan B. He has a wide fan base and is very well known. He had posted on the Ill Manors twitter page: "#ILLManors @iLLManors is out on DVD and Blu Ray also available online! #MustBuy #Support". This tweet(ologn with the many more tweets that Ill Manors received) was retweeted.  yn this rapper and music artist showing his love and support for Ben Drews latest films adds to the Ill Manors fan base. 

4)

The twitter page used images to promote the film where possible. This means that they used the options in which Twitter had given them where images can be allowed to be placed. There was the display picture, where an image of the Ill Manors logo was set. There was also the wallpaper that appeared at the top of the twitter page. This allowed the Twitter page to promote the actual poster for the film. The twitter page took advantage of the opportunities for pictures to be used where appropriate in order for the twitter user to see them clearly. 

5)

The concept behind the Tag London was a way to help target the audience. The idea of allowing the ;youth' having their say and telling them the  way their words are going to be projected was a way to divide the consumers into the right audience Those who took into consideration the meaning of the film would likely participate in this campaign. The campaign helped the campaign makers find their potential audience through the approach to the campaign itself. 

6)

There are countless tweet that the twitter page have sent which is about collecting the Ill Manors digital copy. Both the Ill Manors and their publisher have been promoting the release of the film by writing in text form about going to purchases it, or just by sharing a poster of the advert for the DVD release. Moreover, even celebs were in the act of promoting the film saying quote: 'missed Ill Manors in the cinemas? Don't worry, it is now available for pre-order!'. This was a three way system of the consumer, publisher and film makers all trying to promote the film DVD release.

Ill Manors on Instagram:

1)

On the Ill Manors instagram they often post images only. This gives them the opportunity to promote the brand of Ill Manors as they re-post images and fan art from other accounts. This boosts their brand identity as fans all around twitter can view this and it strengthens the films brand and image. The concept of sharing images allows the brand to be stronger as it focuses on the image aspects of things which is where Ill Manors is very strong in.

2)

These two images are effective in promoting the film because they are entirely based around the film and not other things such as reviews etc. The images give the branding of Ill Manors as the users prime focus allowing them to take in and accept this brand identity in which the film is forming. The first image is trying to promote both the film and the DVD release. The  reason why it is promoting the film is for those who missed its theatrical release and wanted to watch it. And so, they put up an advertisement of the DVD release for them to purchase the film (so that they do not miss out).
The second image is primarily focused on creating the brand identity as the title/logo of the film is the largest image there on the image and has been centralised so that the user can take in this brand. In addition, this image i not only trying to promote the Ill Manors brand but also it is notifying the user the theatre release of the film at the time (seen at the bottom of the image).

3)

Most common hashtags on Instagram:

• #IllManors
• BuyNow
• OutNow
• VoteNow
• HaveYourSay
• TagLondon

4)

This instagram post was acts as synergy between the movie and the music video for Ill Manors. The user has used the Ill Manors hashtag key for Ill Manors and tagged with it, is a short clip of the music which shows the cross promotion between the music and the film.  

This instagram post again focuses on the music aspect of the film. It is a form of synergy with the media industry and the music side of the Ill Manors branding. This allows those who are fans of the movie, whoever click on the hashtag of Ill Manors, will get to see an image of the music video (most likely) and therefore this acts as a form of cross promotion. This is because people see another media text related to the same topic without having tp type it in them self. The media text appears to them. 

YouTube- planbuk channel:

Link- https://www.youtube.com/user/planbuk/feed

1)

First of all, their banner is only focused on Ill Manors and its reviews. It acts as a form of advertisements similar to the Facebook and Twitter backdrops. The banner offers many conventions that help support the promotion f the film.

• Title of the film in both the display picture and the banner itself.
• A 'selling' text which is trying to boost the reputation of the album as well as the film saying, "Ill Manors No. album".
• Reviews of famous new articles of their perception on the film
• 'OUT NOW' text which is famously there to try and make audiences buy a cop of the film and album.
•  Logos of developers and partners with the music albums such as apple logo etc.

Secondly, there is videos up on his channel which are exclusively to do with Ill Manors and can't find anywhere else. Interviews by BBC 1Xtra etc. as well as videos that are only about Ill Manors. This is effective in promoting the film as those who have subscribed to his channel will instantly see this in their feed and are likely to watch the video and therefore, the method in which Plan B is taking is very good as it is his face and branding that allows his audience to click and watch his videos because it is made or is featured by him.

2)

One form of synergy seen in the YouTube channel page is the banner. The banner is largely focused on the music aspects of things as it consists on the word 'album' which reveal that it is a banner focused entirely on the music segment of Ill Manors. Therefore, there is a form of cross promotion. as the display picture focuses on Ill Manors as a whole whereas the banner focuses on the music aspect. This is because music artists post their work up on YouTube and therefore, it is a great platform to promote it.

Another example of synergy is in the videos in which Plan B have starred in for example, the BBC 1Xtra. This is a form of cross promotion with the film as it says in the title 'Plan B' instead of Ben Drew. This is indicating that they want to take with the music artist who is making a film and talk to him as a music artist. This creates synergy as there is cross promotion between a music artist and a film maker. Plan B is being interviewed as a music artist but is telling his thoughts on becoming a film maker. This is cross promotion from Plan B's previous work against his new work- Ill Manors movie. 

3)

Links to other social networking sites:

• GooglePlus (+)
• Facebook
• Twitter
• SoundCloud
• Itunes
• Website (official) :http://www.time4planb.co.uk/

Ill Manors e-media website analysis

Ill Manors Website Analysis

1) Examples of Ill Manors Brand:

• The iconic logo for the film which is the Ill Manors text itself. This is now seen as the log for the film as every appearance of this text is everywhere in anything related to Ill Manors and therefore has established itself as a brand. 
• The colour scheme. This convention is apparent in  the majority of media texts which are related to Ill Manors. The colour scheme reflects the tone and feel of the movie and that is why it is present on almost every single Ill Manors text and product. The colour scheme in itself is now iconic to the brand of the film due to its importance and for it wide appearances through the different media texts. 
• The use of having the main characters (Aaron- played by Riz Ahmed and Ed- played by Ed Skrein) is another example of the brand. It is rare to see in the majority of films to see the same actors (who played the main characters in a film) to be working together in another (and separate) film. This is why seeing the two actors in the same media platform would represent the film as people will notice the type of film once seeing the two main actors present on the text for example, the homepage. It is the use of having Riz and Ed in the image that establishes the brand as consumers will notice the film when seeing these two actors in the same image.
• The use of having the hashtag #IllManors on the wall is another form of branding. This is because this allows the consumers to share the name of the film which will build it some  recognition and by doing this will result in the film becoming a brand as people will associate the film with its name through social media. 
• The use of having Ben Dew (also know as Plan B's) name seen on the side of the website is also represented as a brand. This is because Ben Drew is a well known and established rapper/music artist and it is this recognition that has created him into a brand. Plan B is now portrayed and is seen as a brand himself and therefore, by having his name present on the homepage is a way to deliver that brand. 

2) Interaction with Ill Manors products:

One way the audience can interact with Ill Manors products is through the option of viewing the music. In the corner of the Ill Manors website, there is an option to check out one of Ben Drew's newest tracks for the movie. The option of having to view and listen to the album will ultimately allow the consumer to chose whether they want to purchase it or not. This is a way that the website has interacted with the consumer to go ahead and view/listen to Plan B's new album- Ill Manors.

Furthermore, there is the option at the top of the website (in the black banner) it says, that the film is on Blu-Ray DVD. Now this is another and similar thing to the album interaction. However, this is seen to be more significant The consumer, when viewing this page, will look from the first text they see and move their way down the page. The text based on the film being on Blu-Ray DVD is a way for the consumer to get first glance at this offer and is a way to interact with them to make the decision to purchase it or not. In addition, the film being on DVD is a product of the entire brand of Ill Manors and the way it was introduced on the page it make the consumer see that text first and will allow them to make the decision whether or not they are going to purchase it.

Finally, another option that interacted with the consumer over an Ill Manors product is the 'reactions' section. This is seen to be an advertising terminology and therefore, consumers of the webpage (for Ill Manors) are going to look at this option knowing what content it contains as they would be unfamiliar with it. People who go on to this webpage are there because they have interest in the move or in Plan B and are more likely to explore this mysterious link. This link is known as a 'reactions' column because it holds peoples (mostly critics) reviews of the film. This is a great way to attract the consumer into clicking the link, as they can gather enough information about the film, coming up with a final conclusion if it suitable and worth seeing. 

3) The use of social media on Plan B's website:

There are a lot of option and variety of different forms of social media seen on the webpage. The list of social and other internet links on website:

• Sound cloud (http://soundcloud.com/time4planb)
• Instagram (@offciailplanb)
• Twitter (@4PlanB)
• Facebook (https://www.facebook.com/planbmusic)
• YouTube (https://www.youtube.com/user/planbuk)

The use of having different types of social media and internet links on the top right hand side of the page allows different types of media about the film being focused more on. Firstly, sound cloud primarily focuses on the music side of the film. This is a link where music fans can go and click on the link to hear 'only' Ill Manors songs. Secondly, there is Instagram. This social media platform primarily focuses on pictures and image. Therefore, it will most likely focus on the movie/film aspect of Ill Manors. However, in the past, film companies share short (25 second) clips on their page which can include many things (such as music video) and can deliver music. Twitter, is a mainstream social media which is used for anything. All types of media can be posted through this social media (as well as Facebook). However, Twitter has something different. The use of hashtags are much bigger on Twitter than on any other social media platform and therefore, can generate a lot of publicity. Twitter can also share links to video as well as talk about different subject matters. Therefore, the use of Twitter is used to promote any part of the film providing the way it is being poster (via text or link).

4) Links to other texts:

I think that Plan B has put together a very emotional and inspirational text to those who he is directly saying it to. He is not only saying it to the youth but to society. And by being posted on the internet, almost anyone can see it which heightens the importance of this text. This message links to another media text in which Plan B(Ben Drew) has been involved in. Plan B had previously attended a TedX talk and touched on events based on this message that is on his webpage. e talked about his feeling towards society for rejecting the youth and the need for change. This message is spread across the many more events and text that Ben Drew has been involved in.

Another piece of text that Ben Drew has been in  that touches on similar things to what his message talked about was his appearance in the Men Health magazine. Although this was a short interview and focused more on Ben Drew's body change through the years to get the role, there was also some text that focused on his up-coming film Ill Manors. He talked about the motive behind making the film and his intentions for the films outcome. He wanted the film to have an impact on the audience about the way they feel to the youth.

5) Opinions on social media's excessive growth for promotion:

I think that the use of social media is one of the most vital platforms to date which are used to help promote certain things (such as a movie or awareness for a cause). This is because social media is not only used by everyone but also it resides on the internet. Which is one of the most growing population of users. There have been many occurrences in the past where social media has helped in some shape or form to promote a certain thing. An example is PSY Gnagum Style. This was a music video which was in Korean language and had gone viral due to the platform it was posted on (YouTube) as well as the help of social media. As a result, the video managed to get the highest amount of views on YouTube (and still has to this date). One of the main factors for this is the use of social media.

In the context of media, even films rely greatly on social media as compared to poster placed in public. Films gain a lot of attention and recognition through social media. As a consumer myself I do agree that this works as the majority of the time I get my attention from films through social media advertisements as well are people sharing. There have been many films in the past (and recent) which have made it to cinema successfully due to the help of social media. An example of this is Deadpool. This is a anti-superhero film which was in development for a while (5 years or more). One day leaked test footage of a short scene from the film found its way to the internet. People begun  sharing the clip on social media and this generated hype for the film as well as recognition. This film was on the verge of not being created due to its risky tone (R-rated). However, it was the use and help of social media that helped show the film makers demand for the film and as a result of the leaked test footage, allowed the studio to create the entire film (which happened to be the most successful R-rated movie of all time). 

As a result, due to these two prime examples it clearly shows how the importance of social media can be used to generate a lot of hype and demand for the products as it allows every one to see it than compared to billboard advertisement, which happen to rely on those who are near to the bill board to cnsume it. 

Ill Manors e-media

Tag London Campaign

1) Summary of the Tag London Campaign:

The Ill Manors Tag Line Campaign was a campaign which involved everyone who believed that they were being exploited by the government or approved Ben Drew (Plan B's perception of the government). The audience who often got more involved would be the youth as this campaign is targeted towards them. There was a short video (approximately two minutes long) trying to get consumers and fans of the film (as well as Plan B) to help spread awareness of the campaign by spreading the #IllManors hash-tag. They would then project these tweets on famous landmarks all around London and re-tweet them back on social media.

2) How does the campaign help to promote the film:

The campaign is trying to give the youth a voice by placing their words (sent through social media) and projecting it all over London for the whole nation to see. This allows the youth and those who participated in the campaign to watch the film as they trust Ben Drew as his approach to the matter is for the youth to come first. This allows the youth to support Ben Drew's actions and would likely watch the film as it is a film about their life style. In addition, Ben Drew cares for the youth and the campaign is used to make the youth understand his and support him.

The use of the hash-tag being titled after the name of the film is a promotion in itself. People who hash tagged this for the campaign obviously needed to know what Ill Manors was and what it was about. Those who didn't watch the film but saw this YouTube clip (London Campaign) and agreed with its ideological perspective would go ahead and watch the film as it is now of their interest. Therefore, both the YouTube clip as well the hash tag campaign idea were both used to promote the film to those who agreed with its content but wanted to learn more about the event and why it was happening.

Furthermore, the campaign is also seen as a way to raise awareness to those who haven't seen the movie and may be of interest about its content and what it is about. For example, in the YouTube London Campaign clip showed people in public watching the projection being created on the Big Ben. This acts as a way to grab peoples attention and make them notice it. This is more effective than an advert as people can decide to move away from it, however this form of promotion acts as a way to force the public to watch what is going on and take in the words that is being said by the youth. This is making society see information that they didn't even want to see but is being done is such a way that they are taking in the information being projected.

3) Synergy between Tag London and other texts:

There is a synergy link between the Tag London and with the Ill Manors film itself. This is because in the clip (show above) shows a young teenager (hooded) putting graffiti in on the wall. This correlates with the movie as the movie is based entirely around the youth and so is the character from the Tag London (the graffiti artist). Moreover, the Tag London event corresponds with Ben Drew's intention of making the film Ill Manors. His intentions were to give the youth a voice and express their reasons for the was they act in society. This is expressed in both the Tag London event as well as the film as they both express the same thing and attitudes. This can also be linked with the TedX lecture as he does state his intentions for making the film and his feelings towards the youth.

In addition, there is synergy between the music text as well as the tag London event. This is because the promotion video for the Tag London event features the song "Ill Manors by Ben Drew" as its background music while the video plays on top. This is a form of synergy as both the video as well as the song are cross promoting each other. The event video will be promoting the song as people who are interested will want to know the name of the song. This is a form of cross promotion as both media forms are present while one is promoting the other.

Finally, the final form of synergy seen from the Tag London event is the Tag London website. On the Tag London website it features many texts which are associated with Ill Manors in many shape and form. The website has an image of all the targeted location where the graffiti projections will appear. Although this film is made in Britain, this event can create a tourist attraction for people abroad as they may be interested in such events. This is because, most of the graffiti projections will appear on famous landmarks and can act as a way for people to view these in London.

4) User Generated Campaigns

One reason  whu use generated campaigns such as The Tag London campaign is because it is seen to be more sigmificant in the way they (the capaigner) approach the the matter. For example, in this clip it is seen that this campaign will be spread across London and will be projected on to famous landmarks of London. The importance of using this approach hieghtens the significance of the camplaign as consumers will understand its differentiation for the adverts and campaigns which are tiditionally done through other forms of media.

In addition, this form of user generated content actually allows the consumers words to come across as effective as possible. Other campaigns which are doesn't through other forms of the media doesn't actually deliver the importance of the supporters. It is like, "if you donate, you have contributed to a noble cause" and this is it. The person donating doesn't feel that important and remain anonymous. There is no interaction between the campaigner and the consumer/helper. Therefore, it is this form of user generated content that works best. This mainly is because it interacts with the consumer who support the cause as they feel importance and a way to get their message/words across to a larger audience rather than being anonymous like other forms of media.

5) Examples of Tweets

1) "Congratulations to everyone involved in @iLLManors It has been honoured with three nominations at the British Independent Film Awards"
2) "@iLLManors is the best film ever @4PlanB"
3) "Ben to win!!!! RT @iLLManors: It's the Mercury Prize Awards tonight and Plan B's ILL MANORS is up"
4) "iLL Manors is one of the best films I've watched this year. Watch it."
5) "Just watched @iLLManors, was amazin! Kudos @4PlanB #masterpiece #BenDrew #PlanB"

Ill Manors print: Branding

Print- Branding

Conventions: 

1) Title of the film name- Ill Manors is present in this poster, in the centre of the poster rather than the traditional position (being on the side due to protagonist being placed at the centre).

2) Another key convention seen in this poster is the use of the main protagonist being visible on the poster and placed in the well known spot of the poster; the middle.

3) In addition, there are quotes from famous celebrities and news articles who have rated the film. This acts as a form of advertising in itself as this shows evidence of the films success to the public/consumer.  

4) The location of where this film is being set around in. There are estate buildings present in this image, which allows the consumer to get a feel of what the story/plot line is (possible set in a run down estate).

5) Key/important prop that is significant to the story. An example of this, is Thor's hammer being present in the posters for the Thor movie. In this case, it is a gun that we see the central character wielding in front of the text 'Ill'.
6) The colour pallet in the poster is of dark nature feel. It gives of the tone of the film and the feel to the audience of what type of film is this going to be. The colour gives off this abandoned urban city lifestyle feel to it.
7) Finally, the name of the director is present (at the top of the main text). This is a traditional convention as almost all film posters will feature the name of the directors to get audiences attention for example, Star Wars the Force Awakens will feature Director J.J Abrams in order to help promote the film. In this case, it is Ben Drew who is the director and is being portrayed as his own promotion for the film.

Ill Manors Brand:

First of all, the use of having Ben Drew's stage name; Plan B be the first text that consumers will see is  source of branding in itself. Plan B has come across this text as a brand as he has established his brand identity through the music he makes. The use of having Plan B's name being featured in this poster acts as a form of USP as fans of his music are likely to watch a film of his.  Furthermore, the style and font of the text for the name of the film 'Ill Manors' remains the same through all content released in its name which suggests that the film is a brand itself as a result of this.

Synergy:

The use of synergy runs through this poster significantly. The use of having music artist Plan B's name (instead of his actual name Ben Drew) is a form of synergy as they are trying to promote the film using the directors most famous name as well as attract an audience that are primarily focused in the music platform. Having Ben Drew's stage name as the directors name in this poster is a way to cross promote the director as both a music artist but as a director.




Conventions:

1) Title of the film is in its traditional and most well known spot in a poster; centralised.
2) Main characters that the film features. This was not seen in the previous poster as we saw the 'main' protagonist in the poster (by main I mean the character that the story revolves around), however we see the other characters that are present in the film whom which the story revolves around with as well.
3) There seems to be a hint of where the location for this film is set in. The use of having the word 'Manors' printed on the road/street suggests that the film is mainly focused in urban life and city as well as on the streets. The clothing (mes-en-scene) also support this as they are wearing outdoor clothing.
4) A key and important prop visible from this poster is the use of cigarettes used by all the characters seen in this poster. This prop is very significant as it sets the tone of what the theme of this film is focused on as well as an insight in to the type of characters these are.
5) The colour pallet seen in this poster is largely of red as the background is of red colour. However, it is mixed with the colour of grey. These contrast of colours don't go well which can suggest that the characters don't fit in with their society as they have been shadowed out. The use of having the colour grey portrays these characters are insignificant in the eyes of the society (in which the film is based off of).
6) Finally, the use of a release date at the bottom of the poster. It is placed in the most common spot of where a release date is normally seen, but also this convention is key when promoting a film as the consumer wants to know this valuable piece of information.

Ill Manors Brand:

The use of having the main protagonist always at the centre (all though there is many other character seen on this poster) acts as a way to promote the film. This is because the actor Riz Ahmed (play Aaron) is not a well known actor (up until the release of this film) and has made a few appearences in some of the biggest and well known arthouse films. People who are familiar with his acting career will instantly recognise him and it is him that acts as a promotion in itself.

Synergy:

The use of having Ben Drew's name appear towards the bottom of the poster (being the last piece of text that consumers will read) will act as a way to cross promote both the film and the director. Those who are familiar with Ben Drew aka Plan B's music career will see this poster knowing it will be a film of their interest as their favourite music artist had made this film. And it is Ben Drew himself that acts as the synergy to cross promote the film through his music fame.

Conventions:

1) Title of the film is seen well through this poster. It is (again) centralised in the centre of the poster where it is visible to the consumer knowing the name of the film as well as finding out what type of film it is (the name can suggest the genre etc).
2) The use of having the character Aaron present as the 'only' character in this poster is also very traditional and follows the normal way of posters.
3) The location is seen in this poster. We can see the character Aaron trying to put his weight on the estate building suggesting, support is needed as he seems to be balancing his body on them. In addition, the estates give a form of theme of what the film is going to be based on.
4) The colour is seen to be one of the most continuous conventions that run through these poster. The colour pallet changes in every poster, however the message it delivers remains the same. The colour in this poster seems to be smudged with black to make the colour seem more dark and dull. An example, is the sky in this poster. The colour yellow seems to be darker to give off this uneasy tone to the consumer.
5) Finally, there is a tag-line visible at the top of the poster. The tag-line helps to deliver the storyline of which the film is based on and gives a brief run-down about the type of film it is.

Ill Manors Brand:

The font and style of the text tat is present in this poster seems to be running through all the other media forms which shows that the name Ill Manors is branded as it appears in the same font style and position. In addition, the use of having Riz Ahmed can act as a brand image for the film Ill Manors as he is not a well known actor (when the film was being released) and therefore, people who know him  will see this and will watch the film after witnessing his previous arthouse films.

Synergy:

The film is one of many media ways to promote the film on many platforms. The films will be promoted on TV through a trailer. The film will be broadcasted through Radio 1 and can be featured in magazine.

BFI Trip Notes

Notes from BFI Trip

Starter:

• What was the last British film you watched?

Ill Manors

• What impression of Britain or British people created?

Wealth or largely positive

• What would appeal to a UK audience?

Historical context with the country of Britain or even the location of England's most revered land marks.

•  What might appeal to a US audience? An international audience?

Violence, following typical actions and story lines.

Types of Cinemas: 

Arthouse cinema- Small independent cinemas 

Multiplex- Blockbuster and mainstream entertainment 

Crossover- nominations and award related films (prestige) 

What would a US/International audience like about this film (Kingsman):   

• Stereotypical shots
• Violence
• Social realism
• Action
• Plot for world dominance (story theme)

'Heritage': A Royal Night Out:

Heritage:

• UK film used tourist marketing strategy (for foreign audiences)
• Relationship with the past is not questioned or criticised
• Nostalgic view on British history   

What would a UK audience like about this film?

• Historical 
• Patriotic of this country   

What would a US/International audience like about this film?

• Information
• Knowledge 
• Class difference  
• Knowing/Interests in the monarch 

Social Realism: The Selfish Giant:

Social realism:

• Focuses on working or 'underclass' characters
• Dark side of human behaviour 
• Seen to be the opposite of heritage cinema
• Challenges audiences comfort zones- harsh reality of modern Britain 

What would a UK audience like about this film?

• Life of UK youth
• Relation with the theme 

What would a US/International audience like about this film?

• Life of a child in a low class (in Britain)

Horror: The Woman in Black: 

Horror:

• Offered costume dramas 
• Tradition of gothic theme
• US horror had stricter censorship towards this genre of film (preferred family films) 

 What would a UK audience like about this film?

• Daniel Radcliff as protagonist
• Based and set in England
• Follows inspiration from a British book/novel 
• Traditional British feel for horror 
• Edwardian period based clothing

What would a US/International audience like about this film?

• Popular novel and stage performance 

'Urban Fairytale' Rom-Com: One Day:

Rom-Com:

• Romantic Comedy 
• Typical love story (based)
• Set in contemporary London - Lots of tourist landmarks; Middle class neighbourhoods 
• Vision of urban life

What would a UK audience like about this film?

• Location/setting 
• British landmarks 

What would a US/International audience like about this film?

• Sexual reference/theme
• Comedy
• Couple drama

Ill Manors: Print Platform

Print Platform

Men's Health-

1) Target Audience (demographics/psychographics)

The possible target audience for this interview (form the Men's Health Magazine) would be male dominated. This is because the title of the magazine states the gender that the magazine is trying to target, in this case it is men. This shows that the audience that this magazine is largely male dominated and has a few, if not, no female audience as a result of this. The age on the other hand seems to be aimed towards an older age demographic- 20-35. This is because these age groups are people who are more concerned about their weight and therefore wouldn't appeal to a younger audience due to this. However, the magazine which features the artist known as Plan B (Ben Drew) can target a young audience but still, the interview consist of weight loss which is highly likely not to attract his current fan-base as this is not of their interest.

2) Audience Pleasures

The article does do more than just entertain. Although, this interview focuses more on Plan B's hard work into changing the form of his body to fit a certain role for an upcoming movie, he still talks about his new film- Ill Manors. This acts as another form of entertainment as people who come across this information can find it entertaining. Having two forms of topics in one page can act more that just informative data, but also entertainment. The factor of having a direct interview with Ben Drew about the film Ill Manors really helps to sift the topic and entertain whoever is interested in Ben Drew/Plan B's life. 

3) Use of Narrative

The flow of the topic of losing weight is expressed throughout the questions asked. He talks about his progression from being overweight to slowly turning slimmer. He talks about the challenges and advantages of deciding to change his weight. In each interview, he talks about the disadvantages with his life before he needed to change. This narrative was present during the many interviews he did regarding MH interview.

4) The use of Synergy

The first answer that Plan B talked about was the seriousness of the riots and societies ignorance towards them. They seemed to ignore why the happen and not question the media point of view and just accept them. He is cross promoting his film- Ill Manors as this magazine focuses primarily on men's health and he is talking about another product of his; Ill Manors. 

NME Magazine-

1) Target Audience (demographics/psychographics)

This interview seems to target a different audience than compared to the men's heath magazine. This magazine focuses primarily of teenage topics which clearly targets this demographic. This article focuses primarily about Plan B's intentions of creating his latest song; Ill Manors as well as his film. But, this article seems to focus more on the music side of things when regarding Plan B's interview. This topic in which NME has touched on can attract a young audience as they are more likely to listen to hip-hop and rap related music which is what this article focuses on.

2) Audience Pleasures

This article offers more than jut talk about music. It also talks about Plan B's intentions for making his film and song- The London Riots. This topic is seen to be more than just entertainment but also information. People who read this section are not only getting entertainment but also knowledge of such event and the political views behind Plan B.

3) Use of Narrative

The topic of the riots flow through each answer that Plan B gives. He touches on the link with his content with the riots event and his perception of the governments faults. In addition, the interview talks about the film. He talks about the link of each song and how is is portrayed in the film- they link with each characters story and concludes towards the end.

4) The use of Synergy

This article contains synergy between the music and film platform. This interview primarily focuses on the music content that Plan B has made, but also links with the film that he has made. It talks about the film and its link with the music as they both have the same name. This is a form of synergy as Plan B is focusing on both platforms.

Guardian Interview-

1) Target Audience (demographics/psychographics)

This article seems to target a more educated audience due to the level of sophisticated language used in this article which shows the type of audience they are trying to attract. This article, unlike the other articles,focuses on the political view that Plan B is trying to get across through his film (not his music). These types of topics involving politics and societies perception doesn't attract a large younger audience to view this article. This article seems to drift away from the music source and focus on Ben Drew's intentions for the making of his film- Ill Manors.

2) Audience Pleasures

This article in some ways acts a form of review for the film. It contains little anecdotes of a person's perception of the film and their like and dislikes. This isn't always a form of entertainment but also informative text. People who read this section can really come to grips with what the film is about and the type of people this film will attract.

3) Use of Narrative

This article makes a great narrative. The focus on Plan B's life when he was a child is done very well to express the person Ben Drew today. The article then decides to focus on Plan B's life when he was a child until his turning point (where he realised he wanted to change). This use of narrative really draws in audience into reading more of his back story. It gives the answers to the questions that the public are asking such as, "Why do you support these kids?". His back story truly answers that question and many more that focus on his support for the youth.

4) The use of Synergy

There is an equal use of synergy seen throughout this article. The first section of this article is based mostly of Plan B as a director and his film Ill Manors. This section of the article shows the political stand point behind Ben Drew's film and the perception of other people on the same topic. However, the second part of this article focuses on Plan B and his rise to becoming an artist in the music industry. This article creates the form of synergy between the music as well as the film itself however, it splits both sections equally.

GQ Magazine-

1) Target Audience (demographics/psychographics)

The target audience seems to attract a more right wing audience (those in favour of a Conservative government) as this news article supports David Cameron and would do anything to defend his place as a prime minister due to its position. Therefore, the audience that this news paper is going to attracts in those who are well educated as well as support a right wing party. The reason for this is because, you cannot vote until the age of 18 and at this age most youngsters are educated and have a better understanding of the world around them.

2) Audience Pleasures

There is no other form of entertainment that this article delivers. This article seems to rant on about how 'terrible' the film was as it disagrees with its ideological view points on the government (at the time). However, it can inform readers of the genre and theme that the film delivers as the article touches upon what the film is about and what source of plot-points it contains.

3) Use of Narrative

The main use of narrative seen in this article is ranting on about the films poor connection with the audience. The article is more of a rant about how Ben Drew made a 'terrible' film. It seems to use a fair amount of slang words which contributes to the narrative form that this article is creating.The narrative in itself acts like a form of entertainment to someone who understands the context of the film (with he use of slang language).

4) The use of Synergy

This article doesn't contain any synergy. It only focuses on the film and doesn't touch on the music aspect or the posters. However, this article does have images from the film itself such as, the image of Aaron in the bathroom with the gun in his hand. This can act as synergy with the print side of the film, however isn't focused much on.

Plan B interviews with different audiences

Plan B's Interviews

DVD Extras (interview for Ill Manors behind the scenes):

1) Plan B's intention-

Plan B said in 'behind the scenes (of Ill Manors)' that he wanted to show society of the real life of a youngster growing up in the streets on London. He believed that London's portrayal in the media is largely positive and consists a lot of wealth and Plan B wants to counter this representation and to portray it in a more realistic way (for what it actually is). The youth was being seen in a certain way and he wanted to show the reasons why they do through the film. 

2) Production process-

He wanted to be specific in the actors that he chose because he wanted them to actually come from the background that the film is set in, to portray the real life. The film was on low budget and was very difficult to get hold of money in order to benefit the films progression. The film ended up being on a tight budget of £80,000 which was extremely low. By the time Plan B was looking for film distributors to help finance the film, it was already to late by the time doors opened up to him. This was because he wanted the film to be published quickly and the film was already nearly done and so Plan B stuck with Microwave production for the creation of Ill Manors.

3) Possible target audience-

The target audience was initially meant to attract the youth as the film is based mainly around them. However, the actors said that this was not the case. They wanted the film to attract and older audience so that the representation of the youth is spread across a wide range of demographic. It was the adults that represents the youth in such as way and it is this audience that Plan B was aiming to attract to counter their thoughts and ideologies. 

4) Achievements:

Plan B himself believes that the film is a success as it speaks for al of the youth who are being abused by society and this film acts as a voice to get the point across to the press and the media. The film has changed societies ideologies towards the youth and this was the main purpose of the film.

Broadcast/online- Interview with Plan B (on SBTV):

1) What is SBTV-

SBTV is a YouTube channel which focuses on music and brings many grime and rap artists to the spotlight. SBTV is owned by Jamal Edwards and it's purpose is to deliver new and fresh tracks from hit music artists as well as deliver new ones to the audience. 

2) Audience appeal-

SBTV is primarily targeted towards a younger audience. The type of music produced is mostly grime and rap music which only attracts a certain age demographic. These types of music determines the target audience which is mostly ages 13-25. There is specific accents that the youth have which is portrayed through the music as well as certain language that only the youth would understand.   

3) Plan B's representation-

Plan B is represented as a hard worker as he is seen to be ranting on about how long the production process is and how he rarely gets sleep. He shows a pre-view of the beginning sequence of the film Ill Manors. He is represented as the boss as he says in the interview, that he makes the orders and he makes his own deadline for things to be published as well as rehearsal dates.

Television- Plan B's interview on the Jonathan Ross show:

1) History of Jonathan Ross show-

The Jonathan Ross Show was first aired on TV  on ITV in the year 2011 and airs on Saturday evenings. Jonathan Ross Show has been on many TV channels such as, ITV BBC One, ABC1 (Australia) , TV One (New Zealand) and SVT1 (Sweden). There has been many controversies over the years with Jonathan Ross, one of which was the leakage of his fees. There was a leek in the amount of money that Jonathan Ross receives per show (which was £10,000) and he denied this fact but has claimed that the figures where 'exaggerated'. Another controversy that hit the media was when Ross and Brand both made a prank call to Andrew Sachs and begun talking about his family members. Both Russel and Jonathan were suspended from BBC and the BBC received a £150,000 fee by Ofcom.

2) Target audience for this interview-

This interview with Ben Drew (aka Plan B) is seen to attract a wide audience. This interview is about Plan B's intentions for the youth in the future and his struggle to helping the youth. This subject that Plan B is talking about can grip many people including the adults. He talks about the manipulation of the media and how it conveys a message that the consumer must take into consideration. In this case, it is the perception of the youth that has been handled poorly. Overall, due to all these factors being present during the interview, I think that the interview is targeted to the ages of 16 to 40 age demographic. The ages up to 40 is the ages of parents and they will come into contact with the media in many ways.

3) Audience appeal for the programme-

The target audience for this interview would mainly be the older age group. Jonathan Ross Show often talks about many things but also things that are age restricted. As a result of this, some information that is said during the talks aren't suitable for a young demographic (12 and below). The Jonathan Ross Show talks about life matters as well as personal things which can be uncomfortable for young audiences. This is evident in the current Plan B interview, when Plan B himself puts up two fingers at Jonathan. In reality people wouldn't care as it is part of the comedy, however it can be seen as 'too rude' for kids to watch as they may imitate what is happening in the talk show.

4) Plan B's representation-

Plan B is represented as a father figure in this talk show. He is seen to be applauded for expressing his feelings and emotions towards the mistreatment of the youth (which indicates that people do agree with his point). He is seen to be caring about these young children and believes that the reality of the youth is not clear to everyone and needs to be. He talks about how he went to talk to politicians in regards to this matter which heightens his representation of a caring figure to the youth.

Radio interview:

1) Popularity of BBC 1 radio-

BBC 1 was extremely popular during the years 1970. The audience for this radio station peaked during this time period. However, today the radio station receives a fair amount of audience but only a fraction. Stations such as Kiss 100 are Capital FM are the core radio stations which receive most of the public interest. In addition, BBC Radio 1Xtra is one of the most dominant radio stations within the BBC radio category as it appeals to a similar audience as SBTV as they both do similar things. 

2) Target audience for BBC 1-

The target audience for BBC 1 radio is the 15-29 age demographic. The music that BBC 1 radio submit on air is mainly attracted towards this demographic. They usually put on hip-hop (for the younger age group) and indie and classic music (for the adults).

3) Plan B promotion for Ill Manors-

Plan B talks about his struggle when filming Ill Manors and talks about the difficulties with financial problems that Ill Manors faced. He has spent many ours working on the film as well as producing a soundtrack for the film which had to be done by a deadline. He goes on to talk about his future as a director which promotes his goals for the future to his fans.

4) Representation of Plan B-

Plan B is represented as a hard working figure during this interview. He talks about the challenges he faced wile created Ill Manors as well as the amount of work (and hours) he had to put in. He even sounded like he was tired to talk. He was (before the interview) spending hours on a track for the film Ill Manors. This clearly shows how hard working Plan B is towards his goals as well as to film in general.

Ill Manors- Ted X Blog Task

Ted X Lecture- Plan B

1) Key points on Lecture:

• Kicked out of school at year 10
• Went to PVC
• Felt unimportant to society
• Saw music as a powerful tool
• Newspapers are presented incorrectly to Plan B's perspective
• Make an album to reach out to kids
• Wants to be a father figure to them
• Giving back to the community

Plan B mentioned throughout his lecture that there are so much potential in youngsters even if they are not well educated. He mentioned a short anecdote about a five boy's who he auditioned for a role in Ill Manors, he could only take one, the person who ended up losing out actually got a placement (soon after) for leading role in a T.V show known as 'Top Boy'. This made him notice that even though these kids are from broken families, there is still potential and skill that resides within them and he wants to get that message across to as much of these kids as possible. Towards the end of the lecture, he gives his e-mail out so that it ensures that any kid in that situation can get guidance and help from him personally.

2) Beliefs and political view points as well as ideologies (of Plan B)

Plan B is not a fan of the current government system (at the time of the recording of the Ted X lecture). He believes that the system isn't there to protect and help the youth but rather for the rich. The rich are being focused more at this point in time and Plan B feels ashamed of this and wants the estate children to have a say- a voice. He believes that the government is contradicting themselves in to saying that they are going to support the youth however, make things worse for them. In addition, Plan B states that these children have no where to go because their is not enough finding in council estates as well as the community centres (where the youth can hang around).
Plan B also thinks that the rich people (those at the top of the political hierarchy) do not listen to those at the bottom who are essentially their society. Those with power are controlling and trying to overthrow those with less power which is what Plan B strongly disagrees with.

3) Target audience

This Ted X lecture is meant to be targeted for the youth that are effected by the governments poor actions upon them. The children who have suffered a lot before the riots and after are those who Plan B is trying to reach out to. In addition, Plan B wants his words to come across those who are second in the hierarchy (the adults). This demographic is full of people who are mature and understand the world around them. As an artist who raps and makes music that these people sitting in the crowd don't usually listen to, he is trying to express the youths words through his Ted X talks as he is mature and understands how to communicate in such a way. He wants to show how people who come from a struggled life, can become successful no matter who they were before. He uses the power of his past to convey his message in this way.

4) Media portrayal in Plan B's eyes

Plan B rants on about how the is designed to manipulate society into thinking a certain way. This is similar to the hypodermic needle model where society are forced to believe the media and think in a certain way rather than thinking for themselves. in this case, the media is trying to portray the youth as 'violent' and as 'scums' which the majority of society believe now days. Plan B goes to give proof of this when he delivers a short story to a news company about his encounter with a gang when shooting Ill Manors. The news company decided to leave out the end of the story to make it seem as if the youth are violent and aggressive to people. Plan B argued that the press are there to collect stories and twist the story that will best serve their audience rather than what it actually is.

As an act of oral panic, the way that the news companies portray the youth is a way to create moral panic. The London Riots was a form of moral panic as there was a lot of rebellious actions and a lot of injured people which cause the streets of London to call for serious action on penalties and precautions for those that tried to harm and those who were innocent. A moral panic that much of society is afraid of is that youths and youngsters will run the streets of London making it less safe and becoming more out of control however, this hasn't and is less likely to happen.