In the video, the only real gender represented by the video is males. This can mean that women are not seen because they are smarter than males by keeping it Low-Key. This leads me on to a point Berger referred to, a point saying "men act and women appear" from that quote I get that men are quite rashed when it comes to decisions and women think and take time. Males whom are youth and live on council estates are represented quite a bit in the video. The video represents the boys as scums and scary, hence the reference to the "Hug a Hoodie" campaign setup by David Cameron. The video of the boys violently positioned, getting ready to loot, shows the youth as animals. Cohen's theory folk devils, are portrayed in the video as they look like gangsters and menaces to society. However the lyrics portray a different meaning that shows, the higher powered people at fault for the behaviour of the youth when they are outcast from birth because of what their parents had or did not have.
In the video, from the untrained eye, it looks like a normal gangster video from the likes of Cheef Keef and other rappers. The way the music video is set, it looks like a dominant video made due to the type of people in it and where it is set, in a dark place which connotes "the hood"this music video would be dominant to viewers that listen to gangster rap, but alternative to most viewers that listen to pop music. The editing is very fast pacing making it look like a normal hip hop video. It is also a montage of editing. The purpose of the music video was to inform, whilst the audience were youth and people who cared to listen to another representation of the riots. The video looks like it is promoting and condoning the riots, but the lyrics beg to differ. As they are talking about figure in the UK who could have done more.
In the video, from the untrained eye, it looks like a normal gangster video from the likes of Cheef Keef and other rappers. The way the music video is set, it looks like a dominant video made due to the type of people in it and where it is set, in a dark place which connotes "the hood"this music video would be dominant to viewers that listen to gangster rap, but alternative to most viewers that listen to pop music. The editing is very fast pacing making it look like a normal hip hop video. It is also a montage of editing. The purpose of the music video was to inform, whilst the audience were youth and people who cared to listen to another representation of the riots. The video looks like it is promoting and condoning the riots, but the lyrics beg to differ. As they are talking about figure in the UK who could have done more.
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