Music Video: theory





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

 The 'This Is America' video meets the key conventions of a music video because it has a performance, the artist is featured in the video. The video also uses narrative, he uses real life references to drive the narrative. The use of intertextuality is used frequently in the video, the reference to Jim Crow, the Choir and Stephen Clarke. 

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

 The video is commenting on the position of black people in America and how they are viewed or treated by society. Gambino strikes a Jim Crow pose at the beginning of the video. Also, the dance and movement of him links to Stuart Hall's theory of black people being represented as the clowns/comedic. The use of guns in America has increased, people are more independent on them. People is America use guns on innocent black people. Additionally, the reference to the Charleston shooting (the choir) indicates how black people have been killed brutally and there has been no change about the treatment of them.


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

 Applying the theories we have learned:
  • Gilroy-diasporic identity: black people aren't accepted in western societies as they are always seen as negative criminals etc. They are outcasts and misrepresented. Therefore, they feel like they don't belong anywhere.
  • Hall-outlined three black characterisations in American media:
    The Slave figure: “the faithful fieldhand… attached and devoted to ‘his’ master.” (Hall 1995)The Native: primitive, cheating, savage, barbarian, criminal. The Clown/Entertainer: a performer – “implying an ‘innate’ humour in the black man.” (Hall 1995). We can see how the clown/ entertainer is portrayed as Gambino does comedic dance moves which makes him look like a 'fool'.
  • Rose- We can see how black music has been appropriated and exploited by capitalism because black people in the video are seen as non-hardworking peace disruptors.
  • Dyson- black people can finally get the praise for speaking the truth.
Guardian feature on This Is America -  Guardian feature on This Is America

4) What are the three interpretations suggested in the article?

 The three interpretations suggested in the article are:
  • Jim Crow
  • Stephon Clarke- "this a celly/that's a tool"- how he got shot for taking his IPhone out as the police thought it was a gun/ phones used for documentation.
  • His dance moves-his comedic dance moves distract us from the violence behind him/ masks the riots behind him.
5) What alternative interpretations of the video are offered in the comments 'below the line'? 

 Alternative interpretations of the video:
  • The artist sense of truth.
  • First hand experience.
  • The US acceptance of violence and murder.

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