The following examples are highly leading and highly stereotypical representations of people of colour in modern music videos. We have explored them to provide a counterpoint to the more varied and complex representations of black people as seen in the video to Formation. However it should be said that even seemingly stereotypical representations can be nuanced and can provoke a variety of responses. This post does not seek to condemn these representations, but merely outline how stereotypical representations can be constructed through media language.
What is representation?
Representation is where something is shown or presented again by the producer, to reflect their own ideology. Producers use representations to influence or even manipulate the ideology of audiences.
Representations are reconstructions of reality. The producer constructs representations through utilising media language. This can involve direction, editing techniques, appearance, casting, shot types, costume and soundtrack
Representations construct reality
Stereotypes - a widely held belief about a certain group of people
Can a stereotype ever be positive? One stereotype about Irish people is that they are happy, friendly, and welcoming. However, even positive stereotypes set up expectations for groups in society. negative stereotypes in particular can affect certain groups, and can even shape their behaviour, and become a self fulfilling prophesy.
Stuart Hall and the role of stereotypes
Why do they exist? Hall argued that stereotypes exist as an ordering system that help audiences and producers make sense of the world. Stuart Hall also argued that stereotypes only exist at points of inequality. The more marginalised a group is in society, the more robust the stereotype. Stereotypes reflect an imbalance of power.
Case study 1 - Kankan - Wokeup
What are the key representations in this video?
Young black men
In terms of media language, what choices has the producer made in representing these groups?
Lots of digital post production editing techniques
Graphics on screen in african american vernacular english, including ‘my bitch bad as hell’
A range of neon, clashing colours
Smooth, continuous editing
MES of costume: hoodie
Lexis: That’s an awful lot of cough syrup
Camera rapidly moving, eg spinning
Fisheye lens effect
Setting: rough, rundown living
Sound production is muddy, samey, relaxed
Thick, muddy bass
Vocals are mumbly and difficult to hear
MES of polystyrene cup filled with purple liquid
Purple, bright aesthetic
Flashing strobe lights
Low key lighting
MES of guns
MES of cannabis
How do these connotative aspects encode representational meaning?
Young black men are represented in a range of stereotypical ways in this video. They are represented as violent, lazy, rich, drugged up, dangerous, underclass, criminals and gangsters.
Why live up to stereotypes?
There are financial incentives. Various subgenres of rap, in particular ‘opioid rap’, gangsta rap etc are completely predicated on a ‘gangster lifestyle’ that ensures financial success’
Case study 2 - Ice Spice - In Ha Mood
What are the key representations in this video?
Black women
What choices has the producer made in representing these groups?
Setting - New york at night
MES of large crowds of people
Highly varied settings and MES
Hyper kinetic cinematography
MES of comically exaggerated medallion featuring a representation of the performer herself
Cold, electric blue colour scheme constructs binary oppositions
Extravagant white costume
Harsh, aggressive, artificial high key lighting
Use of settings such as underpasses and streets
Harsh, grey, concrete MES
A range of cinematographic techs including vertigo shots, shakycam , and digital shock zooms
Surprising fluctuation of speed and editing
Constant use of low angles
Direct mode of address
Rapid fire montage of mid and close up shots
Red push up bra
Tight low slung jeans
Framing and composition
Gestures of slapping and grabbing
Music mix features heavy emphasis on throbbing sub bass
MES of gemstones and bling
What connotative aspects encode representational meaning?
Black women are represented as the following;
Hypersexualised
An emphasis on material goods and a materialistic lifestyle
Fun and focused on partying
Aggressive and powerful
Authentic and living an authentic lifestyle
Dangerous
Why live up to stereotypes?
While the video may construct a somewhat empowering mode of address, such straightforward representations can only be dehumanising. However, we can also argue that the artist is reappropriating negative stereotypes that exist about black people. This complex and polysemic mode of address can be decoded in radically different ways by different audiences, depending on their cultural upbringing and a range of other variables.