Music Video theory - blog tasks

Music Video theory - blog tasks

 

1) How does the This Is America video meet the key conventions of a music video?

Meets the conventions of a music video as you see a lot of performance which expected in a music video. They've included dancers in the background along side the main character and each group is wearing a different set of costumes which could all be used to convey different messages. 

2) What comment is the video making on American culture, racism and gun violence?

The main focus of the music video is black people and black lives as they are the ones being continuously shown.
At 2 minutes when he shoots down people and walks by the police normally, it could be a strategy he's implied to indirectly suggest that this is how people are getting away with crimes and the police don't even spot criminals. 
Gun violence is an issue in America as normal people are allowed to hold possession of them as long as they have a license; this video sends the message across as to how people are misusing this freedom they have.

3) Write an analysis of the video applying the theories we have learned: Gilroy, Hall, Rose and Dyson. 

Dyson has suggested that political hip hop didn't gain the credit/recognition it deserved which is why political hip hop has become like this now; however this music video challenges his suggestion as it carries out a social message that needs to be heard.

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 
- He’s taking on the police

5) What alternative interpretations of the video are offered in the comments 'below the line'? 

- 'Nope, he’s bang on the money. Like it or not, that’s all you’re projecting with your comments so far.'

- 'Great video and music. I think it's quite obvious what the song means. Not much 'satirical' about it. Pretty literal to me. Being black in America is deadly.'