Ill Manors e-media Tag London

1)  The Tag London campaign is a product of user generated content and Plan B's record company have created a website and video to promote this campaign which is mainly focused on posting opinions on social media websites. The campaign is attempting to focus peoples anger towards the people that are responsible for their problems and this is why the Tag London Campaigns video projected the graffiti tweets onto the Houses of Parliament and other politically significant buildings. The Campaign also gave people who tweeted exclusive access to a couple of songs from the unreleased album on soundcloud.

2) The campaign doesn't explicitly promote the film but more so the soundtrack and and from there the film. This is through whoever tweets the #illmanors receives early access to some of the songs from the illmanors album on soundcloud which promotes the film. Also in a more discreet way the locations used in the campaign ad are also in the film.

3) The tag London campaign has synergy links between the soundtrack as the campaign ad features music from the soundtrack. This helps to promote both the campaign and the soundtrack to the movie. Also the campaign had clips taken from the music video which further promotes it.

4) This user generated campaign may be more successful because its cheaper to produce than other campaigns and by advertising it on social media by tweeting a hashtag more people can get involved instead of turning up at a specific location to show support.

5)
#ILLMANORS JUST ANOTHER EXAMPLE OF CAMERON'S BROKEN BRITAIN

This tweet would be appeal to the struggler's psycho graphic group as people who arent doing so well will often blame the people who are in charge for their problems. This tweet could be linked to the music video because it is about politics and the the music video and song ill manors shows politicians being humiliated with an egg being thrown onto one of them.

ON PRINCIPLE, WHAT'S THE DIFFERENCE BETWEEN A TEENAGER LOOTING TRAINERS AND A POLITICIAN STEALING THOUSANDS IN EXPENSES? #ILLMANORS

This would appeal more to reformers because of the freedom of expression and challenging oppinion, but this also quite sophisticated in the way it is worded which makes it appeal more to reformers. This tweet would link to the tedx lecture that plan  spoke at as he talked about how the government wasnt treating people right and blamed them for the riots.

THE RECESSION IS A WORLD SCHEME TO KEEP THE POOR, POOR. THE RICH OF THIS WORD HAVE NEVER BEING RICHER. #ILLMANORS

This tweet would appeal more to the struggler's psychographic group because it mentions the poor getting poorer and this is something people in the struggler's category can relate to. This can be linked to the NME article in which plan B is expressing himself over issues concerning socioeconomic statuses.

#ILLMANORS, SOCIETY REBELLING BACK AT BROKEN BRITAIN,

This tweet would also be aimed at the struggler's and people who took part in or were involved some way in the London riots, and this is almost saying that the riots were imminent as a result of Britain not functioning properly. This could be linked to the music video and the song ill manors because the video shows scenes from the London riots followed by politicians not doing very much.

PLAN B'S #ILLMANORS MOVEMENT IS SICK, GET INVOLVED

This tweet would appeal more to the sturgglers but also to explorers as this would encourage people to learn more about it and possibly get involved and for the strugglers its more of a colloquial language to identify with. This could be linked to the Guardian article praising plan b over his movie and album.

Ill Manors print

1) The ill manors dvd cover has several features that you'd expect to find on a dvd cover which include the films tagline at the top and the main protagonist on the front cover as well as several other characters on the back. The title also stands out with it being yellow on a greyscale background. There are also some review quotes on the back of the cover.

2) The gun in the characters hand and the barbed wire and council estates help to establish the brand of ill manors as well as the reviews which help Plan B out as a first time director.

3) On the back of the cover there is synergy with the album as the special features of the dvd include the music video and behind the scenes. Also the central image of the man with the gun in his hands leaning over the 'ill' is also featured on posters and other covers.





1) The album cover for ill manors features a central image- the artist himself and the name of the album, the colour scheme is simple and has a background of London and this is where the film is set and what the album is based on. The record company is also featured towards the top of the image.

2) The background helps identity the ill manors brand as the film is set on the streets of london but not at the heart of it but more so the forgotten back streets of it thats why Central London is only in the background and in the way of this are council flats.

3) The main piece of synergy is with Ben Drew himself as he wrote ill manors the film and directed it and wrote and recorded the album. The record company at the top also features in the film as many of the songs in the album are in the film.



1) Another dvd cover but this is a little different as it features reviews on the front page and doesnt have the tagline anywhere and the back features some stills from the film, this dvd cover focuses more plan b himself whilst still showing people information about the film. However is still has the main things youd expect to see like a central image and title of the film being the largest things on the page.

2) The council estates help establish the brand as well as the gloomy street and a gun in his hands

3) There is a little synergy with the album with the special features being shown on the back.

Ill Manors Print platform

Men's health

- The target audience for Men's health magazine would typically be quite sophisticated.Also, a typical target audience for a Men's health magazine would be some one who fits in the age demographic of teenagers and adults, approximately 16-45, this is because these people may also fit into another group called the psychographics as they may be aspirer's who want to better themselves.

 Also the magazine article has bold sub-headings and softer text beneath it. It also features interviews from celebs further down the page. There are pictures of Plan B throughout the article which is typical as the audience can see who they are reading about. The interview is intriguing for the reader as people want to find out how he managed to loose weight. There is a synergy between the behaviour in the film and plan b's political belief.

NME
- The target audience for this magazine and article would typically be between 16-30. And this would appeal more to a youthful audience because it is mainly online with different links taking you to extras about the article. It does entertain the audience but more than that, the way plan b talks and the article is written young people can have a personal identification with it and understand it more.

For print interviews the article features quotes and pictures from and of Ben Drew. The language keeps the reader interested throughout but ultimately at the end a link is given to the full interview. There is synergy when plan b talks about the album and the film but also through the pictures as the first one is similar to the album cover with him holding up his middle finger.

THE GUARDIAN 
- The typical target audience for the guardian newspaper would be middle/upper class and 25 and over. Education/information is a uses and gratification that fits this article and newspaper as the people that tend to read the guardian wouldn't know the struggle of being brought up the way Ben Drew has been.

Quotes and images have been used as well as bold headings and subheadings to gain the readers attention. The article keeps the reader interested by building up a story with it starting in a reverse order talking about his film success but leading on to talk about his up-bringing. There is some synergy between the article and the album and film as it mentions all of them and gives quotes of Drew talking about them.

DAILY MAIL
The target audience for the daily mail would typically be lower-middle class and appeals a little bit more to women because of the gossip stories advertised. This article would be entertaining for some to read because of how critical it is.

This article uses pictures and links to videos which is quite typical also a bold heading and quote from the article. The only thing that would keep the reader interested with this article is to find out why ill manors is a bad movie and there isnt an interview with plan b nor quotes from him just para-phrasing from the songs in the movie. There is synergy with one of the images that is a still taken from the film.

ill manors broadcast platform concluded

DVD Extras
Plan B said he had attempted to address the misrepresentations of youth in London, however i believe it reinforced certain stereotypes against them especially in terms of violence. With production the film was produced by Microwave films london for roughly £80,000. The target audience will mainly fit into the struggler pychographic group but will branch out into people in the middle classes who are curious as to how the lower classes behave but also to see an aspiring new film director.

Broadcast/online 
SBTV started out in 2006/7 as music service on the popular platform YouTube. It used to be only the young entrepreneur Jamal Edwards recording and uploading these grime rap video but as the channel grew a production team was put in place to deliver news and music to the demographic it was aimed at. This would appeal to a younger audience as both Plan B and Jamal edwards have a significantly large teenage following. Plan B can be seen as determined with 'ive been sleeping in the office'.

Television

The Jonathan Ross show is a prime time TV show that airs on ITV 1 at around 9/10 o'clock in the evening. The Ross' show, prior to this one used to air on BBC 1 but his contract with the BBc ended and he did not renew it. The socio-economic group for his audience would also be the C2 D and E's as more working class people may be more interested in his music. Because of this specific audience different groups of people will get different feelings about this music video.People may be interested in a show like Jonathan Ross for different reasons as the audience range for this show is quite large as people won't just be fans of Plan B but may also enjoy chat shows.

Radio

BBC Radio 1 is a renown radio station which usually brings in the most recent fame and ask the questions that audiences want to hear. Primarily, the target age group is 15-29 year olds, but statistics show that the average age of UK listeners were around 33. Plan B promotes the film by bringing it up in his answer to most of the questions and mentioning how much he works on it. For example, when Fearne asks him about his weight loss, he mentions how he had to stop drinking alcohol whilst filming Ill Manors.Plan B describes how he's been sleeping off a sofa in his studio because of the fact that he is putting in hard effort and time to edit 'Ill Manors'. Also, Plan B is described to have changed his look in terms of appearance and occupation (experiencing more with film than music at this point).

Ill Manors music video

1) Media forms

How is it typical of a music video?

Immediately from this video we can apply Medhursts theory of stereotyping with people in the video being from council estates and causing damage to peoples property. This video just reinforces peoples negative stereotypes against people from council estates. Also the use of montage editing fits the profile for a music video as it is typically fast paced and includes various different shots to help establish some sort of narrative. Moreover, the props and costumes are appropriate for the type of genre and medhursts theory can also be applied here because of the costumes worn here the audience may think that young people or people who dress like this are going to exhibit antisocial behaviour. 

Furthermore, this is typical of a music video because it features the artist who wrote the song and the film as well as featuring characters from the film. Also the song and video was inspired by the London riots and actual footage was taken from that as well as politicians in the news for various but usually negative reasons. This links to levi Straus's theory on representation and ideologies as the people in the video and in reality from council estates tend to share the dominant ideology that all politicians are bad, however the middle class and beyond have the opposite dominant ideology and that is that 'chavs' are bad and disrespectful.

2)Media representation

How does it represent London riots/rioters?

In this music video we see scenes from the real London riots and staged ones. The use of establishing shots in the beginning of the music video (to show London "burning") makes you see the full scale of violence that was caused. This music video therefore shows a negative representation of London as it is not what the rest of the world and un-informed domestic audiences see London as, they see it as a place of wealth and tourism and are unaware that it is surrounded by these council estates which are all assumed to be bad because of shorthand stereotypes linked to Medhursts theory.

The rioters are also represented in this music video but as the way most people would expect to see them as you wouldn't expect to see a middle class white man joining in in the London riots and this reinforces that. The reason why we see the rioters as "chavs" and people on "council estates" is because these representations are formed from the ideologies that have been passed down form the opinion leaders which are usually the government and higher class white people. This links to Levi Strauss's theory on representation and ideology. Strauss also wrote about the producer of the text holding the set of values and beliefs but this doesn't link well with what Plan B may have been trying to communicate as his views of the politicians in the music video are overshadowed by the erratic violence caused by the rioters which he is saying is the government's fault. As a result we may see Plan B being hypocritical as what he is trying to resolve may cause further violence as he is showing what fun could be had of looting and rioting.

In this music video we see two types of people being represented in their own way by one opinion leader; Plan B. He states that on the one hand the politicians are the blame for the behaviour of the misguided youth which was a big factor in the riots but on the other hand the music video also portrays the group of people he is standing up for and representing as negative. Although true what he says about politicians never listening it contradicts himself and the people represented in the video as it shows stereotypes that are true about them. All together the way London is represented and the way the rioters were represented is done in a way to scapegoat the government as multiple people were to blame for the riots but the rioters were unable to accept responsibility.This idea of binary opposition is featured in music video but the audience will be split on who is good and who is evil between the politicians and the rioters which are frequently shown throughout the video. 

3) Media audiences 

What audience pleasures does the video offer?

The gratification that can be seen the most is personal identity as Plan b's audience would consist mainly of people in the c1/2 and lower bracket of social classes. With personal identity many people in the social class brackets can see themselves represented in the video and agree with the lyrics. Also the behaviour in the video can be similar to what some of the people in real life do and this just reinforces bad behaviour. This also links to the two-step flow model in which people will tend to listen to opinion leaders and a major one would be Plan B and his audience will often take in what he says without really thinking about it.

Because of this specific audience different groups of people will get different feelings about this music video. For example the groups in the lower part of the socio-economic classifications would get different pleasures out of this video than middle/higher class citizens. For example an 18 year old male may feel like Plan B is communicating with him directly due to the direct address and because he may idolise him as an artist making him and his loyal fan audience followers from an opinion leader. This is based on the two step flow model which also suggests that the opinion leader (Plan B) is influenced by the mass media but in this case we see it being subverted as Plan B doesn't seem to follow what the media says, especially about the working and lower classes.

Media institutions 

How does the music video help to promote the film?

Firstly, there is lots of evidence of synergy between the video and the film including the use of characters from the film in the music video for example Chris is featured in both as a kingpin. Moreover, As an act of moral 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.

Ill Manors broadcast

Ill Manors broadcast 

2) Plan B talks about the youth being ignored by society which leads to them having no respect for authority.
I think that the audience are not of which Plan B is used to
may have felt ignored by society
poetry being a powerful tool in his fight for his opinion
reference to the word "chav", showed a strong dislike towards it
comes from hard backgrounds with dysfunctional families
they didn't respect anyone else's authority

3)Plan B's ideology/political ideas

Looking at Plan B's songs you could say that they are quite political and you can really see how he's trying to show off the negatives of his and others community to show the harsh reality to what needs changing and what the politicians are ignoring. In his song Ill Manors he makes references to certain politicians in particular which shows his aversion to the government. A quote that Plan B had in his film Ill Manors "we are all products of our environment" is quite significant as it shows not all environments are the same and he believes the one he came from and which so many other are coming from is not stable enough to support these humans as it will just turn them out how everyone sees them as thugs and "chavs" but the believes more can be done to help the environment that they come from.

4)The target audience is unusual in this case as a typical Ted audience would be for people that fit into the psychographic group of aspires and explorers and they may not be Plan B's typical audience as some of the groups that may fit into is struggler's who aren't necessarily an audience for Ted lectures, however this could be good as the people at the Tedx lecture would need to be ones educated about this matter so they don't just see one side of what the mass media has to say and stereotype they can hear it first hand and un-changed. I think that that a usual demographic for Ted lecture may be a higher percentage of females, roughly 55/45% or 60/40%. You could also suggest that the audience may be slightly older, approximately around the 40-50 mark, this is because they may just have more spare time and be more interested in new topics than younger people.