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.
This is America has a clear narrative where the lyrics based on the gun violence in America which has oppressed a black minority are illustrated by the use of police cars and shooting of black actors in the music video. The movement in this music video is a hip hop dance style particularly related to black culture.
2) What comment is the video making on American culture, racism and gun violence?
The video shows the corruption of America where gun violence is the main factor used against a black minority group. Donald shows throughout the video how after each shooting of the black minority, the police proceed to handle the gun with more care than the people showing how little black lives matter in America and how consistent racism is. Donalds pose in the beginning represents the old representations of black men who were considered to look like clowns and jokers. The many crimes being committed in the back with flashing cars whilst the kids proceed to dance shows how America does not face their crimes but rather ignores it and does not address it to the media.
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- States that Black people music culture consists of diasporic experiences which is evident in This is America because Donald shows a resistance to the white capitalists who oppress the black minority with gun violence and are served no justice for these crimes committed against them. Donald brings lights to the situation and informs an audience which is a form of resistance.
Hall- States that media blur race and class which is evident in this since all the black actors seem to be wearing clothes of small value indicating that the white capitalist believe that all black people are instantly of the working class.
Now read this Guardian feature on This Is America - including the comments below.
4) What are the three interpretations suggested in the article?
He is acting as Jim Crow who was a black minstrel meaning the black people are still seen as minstrels, he is taking on the police by stating that "tool" such as phones document their gun violence putting them in a vulnerable position since their crimes will be openly viewed on media, he is duping us with a dance to distract us from the rioting in the background showing how America masks their crimes.
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 is a way to show America has come to an acceptance of violence and murder which is why no justice has been served and why these crimes have not been solved. Another comment states that the message America is evil and racist is quite obvious and believes there is another hidden message which may be of its link to other countries and its reviled around the world.
Media Magazine - This Is America: Music, Politics and Protest
Read This Is America: Music, Politics and Protest in MM65 (p14). You can find this in our Media Magazine archive. Answer the following questions:
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?
2) What does the writer suggest are the main political themes in the video - and why is the message unclear?
3) What meanings and suggestions does the writer highlight in Beyonce's video for Formation?
4) What is notable about Glover's comedy drama TV show Atlanta?
5) What examples does the writer provide of hip hop as a political genre? What theorist can we link this to?
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