Music Video: Theory
Music Video theory - Childish Gambino blog task
1) How does the This Is America video meet the key conventions of a music video? Look back at last week's introduction to music video if you're not sure.
The This Is America music video meets the key conventions of a music video as it includes a performative element and uses a narrative of black people in America. It also has visual effects when the artist was shooting the gun. It includes intertextuality of cases of police brutality and racism at the time.
2) What comment is the video making on American culture, racism and gun violence?
The video is showing how black people have always been victims of police brutality and racism.
3) Write an analysis of the video applying the theories we have learned: Gilroy, Hall, Rose and Dyson. Write a short paragraph for each theory.
Gilroy's theory can be applied here as the music video shows how black people have never had a sense of belonging in America or been accepted in western societies to this day. This is shown by how black people have constantly been dying at the hands of the police and because of racism ,therefore they never have felt a sense of safety and security.
Hall's theory can also be applied as it is evident that one of his characterisation of black people in the media has been portrayed here which is the 'the clown/entertainer' since the video featured dancers and singers in the choir. Another of his characterisations is also seen which is 'the native' where black people are presented as primitive,savage and as criminals, in this case that is how they are seen by the police.
Rose suggests that hiphop used to be about giving young black urban Americans a voice and a way to express themselves and gives audiences an insight into the lives of these young black Americans. However, she says that recently commercial hip hop has been used for cultural appropriation and exploited by capitalism and lost its true purpose. This music video can be seen as returning to the true purpose of hip hop which is to give black people a voice and make sure they heard and to expose the harsh realities black people face.
Dyson suggests that hip hop is important as it sheds light on contemporary politics,history and race which is what Childish Gambino is trying to achieve with this music video.Now read this Guardian feature on This Is America - including the comments below.
4) What are the three interpretations suggested in the article?
He's playing Jim Crow, He's duping us with dance and He's taking on the police.
5) What alternative interpretations of the video are offered in the comments 'below the line'? Choose two and explain what the comments are suggesting.
It gives me the picture of the US acceptance of violence and murder that I get from the news in the British media.
An amazingly well made video. Horrific scenes and vile attitudes.
Was it Pat Matheney who wrote This is not America?
Well Childish Gambino has shown us what America seems to be allowed to be.
This comment suggests that the point and message of this music video has been received by this person as they are seeing the reality of America for black people even though it may be brutal and overwhelming it is important to be aware of what is going on.
Gosh, could his "message" be that America is evil, racist and violent? Nah, that would be too obvious. Everybody already knows that. As with all satirical masterpieces, there must be a hidden meaning that requires ponderous artistic explanation.
This person understands the explicit meaning of the music video but thinks there is an underlying meaning since police brutality and racism has been happening for many years in America.
Extension task:
1) The article offers an excellent textual analysis of the opening of the video. What are some of the suggested meanings and references the writer discusses? Can you link this analysis to any of the theorists we have studied?
his racially loaded movements (referencing the 19th-century ‘Jim Crow’ character that popularized negative ideas about African Americans)- This can be inked to Stuart Hall's theory that black people are represented as primitive and criminals.
2) What does the writer suggest are the main political themes in the video - and why is the message unclear?
The main themes are racism and police brutality as well as gun culture. The Church choir shooting is a reference to the 2015 massacre of nine African Americans in Charleston by a white supremacist. There was references to the black men who have been killed by police during traffic stops.
3) What meanings and suggestions does the writer highlight in Beyonce's video for Formation?
Both ‘This is America’ and ‘Formation’ were praised for their undiluted blackness, which in a culture of white hegemony is seen as a powerful political statement in itself.
4) What is notable about Glover's comedy drama TV show Atlanta?
The show had an all black writing team.
Janell Monae made a protest song which lists the names of black Americans killed by the police and Kendrick Lamar which draws on photos of black America. This can be applied to Rose as people are using hip hop to spread a message and express current issues.
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