National Minimum Wage: Journey

National Minimum Wage: Journey

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It pays to know your hourly wage.

In 1998 the Blair government passed the National Minimum Wage Act. This created a legal requirement for employers to pay workers a set minimum hourly wage. To raise awareness of this legislation, a series of public information films were created by the government Central Office of Information. This film, set in the heart of an inner-city British South Asian community, is one of them.

The camera takes a journey around schools, shops, workplaces and streets. The message of the minimum wage being £3.60 takes the place of shop signs, graffiti, food labels and posters. The repetition makes this information unmissable for audiences.

The 1990s saw a growing prominence and interest in British-Asian film, music, fashion and television in British popular culture. TV comedy Goodness Gracious Me, the music of Cornershop and the film Bhaji on the Beach are just some of the examples that found mainstream success with British audiences. The public information film borrows elements of this in its use of setting, style and Hindi pop soundtrack. By placing the film at the centre of the community, it has the chance to directly address South Asian audiences. Wider audiences might also be reached by using pop culture references of the time to convey its important message.

Public information filler announcing new national minium wage.


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That Was the 1990s

Revisit the end of the 20th Century, as we knew it...

The 1990s had a lot to live up to. At the tail end of the 1980s, the dissolution of the Soviet Union, thawing of Cold War tensions, and symbolic fall of the Berlin Wall gave the following decade the charge of a new era – or at least the end of an old one. Political scientist Francis Fukuyama went one further, declaring what he saw to be the definitive victory of liberal democracy to be 'the end of history' itself.

Rather than closing the book on history, though, the 1990s passed the baton between the centuries, seeding themes still relevant today across politics, technology, culture and society at large, from the blanket, up-to-the-minute coverage of the Gulf War, to a growing concern for the environment, to revolutions in science that transformed the food we eat.

In Westminster, almost two decades of Conservative rule gave way to the charismatic optimism of New Labour, which was buoyed by the pop cultural moment of “Cool Britannia” on screen, in galleries, and on the airwaves. Yet, even during this period of puffed-up national pride, the union itself was a topic of debate, with devolution processes underway in Scotland, Wales and Northern Ireland – where the historic Good Friday agreement to put an end to the Troubles was signed.

Elsewhere, the perfect marriage of consumerism and technology continued, as our lives became increasingly digital and connected. The boxy desktop PCs, snail’s-pace dial-up modems and Y2K ‘Millennium bug’ hysteria may now seem quaint, but they pointed towards our current, always-online era. History, as ever, marched on.


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