Tuesday 28 March 2023

Exploring stereotypical representations of people of colour in music videos

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.