10 Golden Rules - This is America - Childish Gambino (link attachted)

TEN GOLDEN RULES - This is America - Childish Gambino

https://www.youtube.com/watch?v=VYOjWnS4cMY

1. How do the representations in the music videos chosen by the producers promote the artist?

    - The video contains many scenes involving violence, in particular gun violence against 

      African-Americans. Childish Gambino's dancing is contrasted against movements of   

      violence. He is playing with the idea of being a black man in America and the struggle of 

      gun violence. This is a clever way to portray a large current problem to the audience. 

2.   How do the music videos reflect individuals or social, cultural and historical issues and       
     events?

    - In the video a man with a sheet on his head is seen riding past in the background on a white 

      horse. This is a representation of the Ku Klux Klan. This is a major historical issue as they 

      were a group known for terrorising black people in America, torturing and even killing 

      them. 

3.   How are the music videos influenced by the concept of intertextuality?

    - Intertextuality has been used widely throughout the music video. Within the video Childish 

      Gambino enters a room within it the choir are singing joyfully. He seems to be enjoying 

      himself to until he is handed a gun and shoots every single member of the choir. Here 

      Gambino is using intertextuality of the massacre in 2015 Charleston shooting where a man 

      names Dylan Roof shot dead a black choir in a church basement. Another example of 

      intertextuality can be seen at the very end of the video were Gambino is being chased down 

     a dark hallway. This can be compared to the film "Get Out" and the 'Sunken Place' scene, 

     showing a mental prison for black people.  

4.   What viewpoints/representations and messages and values does the media language of the 
     music video highlight about society and how realistic do you think these representations are?

     - The viewpoint of this music video is from a black man living in America (Gambino). He 

       represents current issues like gun violence as well as historical ones, for example the Ku 

       Klux Klan. How he represents these issues throughout is very cleverly. I feel as if these 

       representations are infact very realistic as we know that gun violence in America is a rising 

       problem especially against black people in America. About a third into the music video 

       Gambino is joined by a few teenagers (high school age) dressed in school uniform. This 

      gives reference to school shootings, cases that are increasing by the day. 

5.   Do the music videos challenge or subvert the codes and conventions of a music video? Does 
    this lead to multiple meanings?

     -  In a certain way the music video fits with the conventions of a mainstream music video as 

       it focuses on the artist (Childish Gambino) as the narrator, as he is seen lip syncing, and as  

       an actor. Gambino also involves a lot of dance moves this can be seen as current. It also 

       may give some of the audience who follows and watches him inspiration. I feel as if 

       mixed meanings are put across within the music video as one minute Gambino is seen 

       shooting random people and an entire choir and then next dancing with school children. 

      However on the other hand is may also be seen as not mainstream at all. Towards the end of 

      the video Gambino is filmed dancing on top of a car of an older make with others around 

      him, this is very unlike other music videos were 'flashy' luxury cars are often seen. 

6.   Have stereotypes been used in a positive or negative manner (or both) how and why?
     -  Stereotypes throughout the music video have been used both positively and negatively. A 
        negative stereotype used I feel is that gun violence, crime and chaos is 'circulated' around 
        black people in America. 

7.   When placed in a global context do you think that the music videos offer representations that 
    are under or over represented in society. Why do you think this?
     -  I think that when placed into global context the music video 'This is America' offers 
       representations that are correct I do not feel as if they are under or over represented in 
       society. An example could be that during the violence happening around Gambino and the 
       teens they continue to dance this can be portrayed and a fair representation of how 
       America ignores violence all together or simply move on too quickly. Or on the other hand 
       he could be showing how black communities, specifically children, learn to cope with the 
       trauma. 

8. How have the social and cultural contexts affected the representations on offer in the music 
    videos?
     - 

9.  How are the (different) audience/s positioned to respond and interpret the 
   representations/messages and values/ideologies that the music videos offer the audience?
     -  I feel as if anybody can watch the video and walk away from it with a different 
        representation of what it's about or even the message coming across, this could be 
        due to the individuals social state or cultural background. 

10. How has the music videos’ version of reality been constructed through the techniques of re-
     representations?
     -