Music video theory

 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.

Music Videos can be used to help to tell a story and in this music video the artist Childish Gambino is telling a narrative about how black people are treated in America.

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

The music video is highlighting the modern day discrimination of Black people and the lives that are lost to gun violence. Childish Gambino is drawing attention to these crimes.

3) Write an analysis of the video applying the theories we have learned: Gilroy, Hall, Rose and Dyson. Try and write a short paragraph for each theory.

Gilroy:

Gilroy points to the slave trade as having a huge influence on modern America. 'This is a America' explores how even though we may have evolved from slavery, even in modern America there is still discrimination and police brutality against black people.Gilroy also explores the feeling of  black people never quite belonging or being accepted in western societies even to this day, in the music video it highlights the incorporation of different cultures as Childish Gambino performs African cultural dances.

Hall:

Hall suggests that audiences often blur race and class which leads to people associating particular races with certain social classes. Childish Gambino doesn't directly make reference to social class in the music video but when looking in detail we can see the cars and costumes in the video are associated with a middle or lower class. We then see the constant reality check Gambino makes after having harmonious music abruptly end with a gun shot.

Rose:

Rose suggested that hip hop initially gave audiences an insight into the lives of young, black, urban Americans and also gave them a voice (including empowering female artists).When analysing the video we are able to see the actors and the choreography trying to represent black culture and Childish Gambino trying to give the audience and insight into the reality of young black lives.

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 duping us with dance
- He's taking on the police
- He's playing Jim Crow

5) What alternative interpretations of the video are offered in the comments 'below the line'? Choose two and explain what the comments are suggesting.

-'Americans: oh yeah, it’s true and sad'- This comment suggests how black Americans know that their is racism still happening in America.

-"I'm surprised that this movie isn't 30 seconds long, with him walking on set and then some police shooting him.That would be a more accurate description of the US." Clearly highlighting how police brutality has become.