This thesis poses the research question whether Donald Glover reproduces or dismantles racial stereotypes in the music video "This is America". In order to get to the root of this question, one first must understand the concept of racism, and the purpose racism fulfils in the social system of the United States. Then the racist stereotypes need to be elaborated, because they are only visible and perceptible when known. Because of the male biased gender statistics and the fact that Donald Glover as a black man is the main protagonist of the video, the representation of black masculinity is an interesting additional aspect to be illuminated, especially regarding the hip-hop genre of the song. In the analysis, the music video is examined based on the semiotic approach and the theoretical foundation. Finally, a conclusion to the research question is drawn based on the multifaceted results.
A music video that can hardly be surpassed in semiotic richness is “This is America” by Donald Glover, released under his pseudonym Childish Gambino. The music video tackles gun violence, systemic racism, slavery, and juxtaposes jaunty images of dancing school children with shocking scenes of Gambino shooting a black man and gunning down a black choir. While the music video features the aforementioned racist stereotypes, the effect on the viewer is peculiar. The video has provoked a strong social reaction and has been highly discussed in the media, after the death of George Floyd in May 2020 and the resulting protests, the song has become the anthem for people posting footage of the protests on TikTok. Until January 2021, the video was watched 750,776,033 times, vinyl records of the song are sold for 418 € on eBay. The topic, and therefore the video itself, has not lost significance today and goes on like the echo of a disturbing American history. The song has become a worldwide phenomenon, following numerous analysis and interpretations of the innumerable obvious and unapparent images and this thesis does not
foresee to reproduce such an analysis, but to take a closer look at the racist stereotypes the video alludes to and on how they are used. Many of the stereotypes elaborated by Bogle (2016) as well as more generalized attributions of black masculinity in hip hop culture are represented in the video, but differ strongly from typical music videos in this genre in the widespread reception, which leads to the question of how stereotypes are embedded here.
Table of Contents
1. Introduction
2. Theoretical Framework
2.1 The Concept of Racism
2.2 Historical Context: Systemic Racism in the United States
2.3 Stereotypes and the Beginnings of Black Representation in Media
2.4 Black Masculinity
3. Examination of Childish Gambino's "This is America"
3.1 Contextual Frame
3.2 Analysis of Symbolism and Historical References
3.3 Analysis of Stereotypes and Representations
4. Conclusion
Research Objectives and Key Topics
This work explores how racial stereotypes are embedded, reproduced, or dismantled within the semiotically rich music video "This is America" by Donald Glover (Childish Gambino). By analyzing the video through semiotic approaches and historical context, the study aims to investigate how performative representations of Black masculinity and historical Black stereotypes in media interact with contemporary societal issues such as gun violence and systemic racism.
- The role of systemic racism and social constructs in the United States.
- Historical evolution of Black representation and stereotypes in media.
- Deconstruction of symbolism and cultural references in "This is America".
- The performative intersection of Black masculinity and hip-hop/rap culture stereotypes.
- Discourse analysis regarding the impact of modern music video distribution on social perception.
Excerpt from the Book
3.2 Analysis of Symbolism and Historical References
The following analysis is grounded in the semiotic approach after Barthes (1968). Based on the theory, that the image or sign is related to aesthetic and ideological factors, Barthes suggests an analysis on the connotative level in order to explain how meaning is created through complex semiotic interaction. The focus relies therefore on the observation and analysis of media messages and discourses through the recipient, within the social and cultural context in media.
The analysis of an image after Barthes works on two levels. The first level of denotation is what all people see in an image, meaning the permanent sense of a sign without cultural associations. The second level is the connotation, which “describes the interaction that occurs when the sign meets the feelings or emotions of the users and the values of their culture” (Fisk 1992). A main premiss after Barthes (1968), which this analysis also follows, is the multiplicity of meaning. Close reading of a text (or image) will lead to multiple interpretations and meanings, which strongly depend on the cultural context that the analysand includes.
Applying this approach to the video of "This is America" is particularly interesting because no possible interpretations of the artist himself can be included. Donald Glover himself did not want to take a position on his polarising video in any interview, which allows the recipient to analyse it completely free of directions and colourings. The question of what Donald Glover wanted to express with the video does not come into focus, since there will be no correct answer. Instead, the symbols and images themselves are in the spotlight; the video encourages the viewer to engage with them. In this way, Glover supports the diversity of meaning in his video.
Chapter Summaries
1. Introduction: Presents the rationale for the analysis by highlighting cycles of police brutality and systemic injustice against Black individuals in the U.S., framing the music video "This is America" as a significant cultural text to examine these themes.
2. Theoretical Framework: Establishes key concepts including the social construct of race, the historical trajectory of systemic racism in the U.S., the function of media-driven stereotypes, and the stereotypical perceptions of Black masculinity.
3. Examination of Childish Gambino's "This is America": Provides a comprehensive investigation into the video's distribution, its dense semiotic symbolism, and the specific historical figures and stereotypical tropes embedded within the performance.
4. Conclusion: Synthesizes the findings, arguing that Glover creates a multifaceted critique that forces viewers to confront racial biases rather than presenting a linear narrative.
Keywords
Systemic racism, Black masculinity, stereotypes, Childish Gambino, This is America, semiotics, media representation, Jim Crow, hip-hop culture, police brutality, cultural analysis, social constructs, visual symbolism, Donald Glover, race.
Frequently Asked Questions
What is the primary focus of this academic work?
The work examines how Childish Gambino's music video "This is America" engages with historical and contemporary racial stereotypes and tropes in American society.
What are the central themes covered in the study?
Central themes include systemic racism in the U.S., the history of Black representation in media, the deconstruction of racial stereotypes, and performative aspects of Black masculinity in popular culture.
What is the core research objective?
The primary objective is to determine whether the video reproduces or dismantles racial stereotypes through its complex visual and symbolic language.
Which scientific methods are applied for the analysis?
The research relies on semiotic analysis based on Barthes' framework, combined with historical and discourse analysis, to interpret symbolic content within the video.
What aspects of the video are analyzed in the main body?
The analysis covers the contextual frame of the video's release, the specific symbolism of its scenes, and the portrayal of various stereotypes like the Coon, Jim Crow, and the brutal Black Buck.
Which keywords best characterize this research?
Key terms include Systemic racism, Black masculinity, Semiotics, Media representation, and Stereotypes.
Why does the author focus on the "Jim Crow" pose?
The author identifies the "Jim Crow" pose in the opening shot as an intentional reference to historical minstrelsy, serving as a summary of early racial stereotypes that sets the stage for the video's tension.
How does the video link performance to the concept of the "entertainer"?
The study argues that Glover uses his dancing performance as a buffer that distracts the viewer from the backdrop of violence, mirroring how entertainment culture can often desensitize audiences to real-world racial injustice.
- Arbeit zitieren
- Jessica Meier (Autor:in), 2022, Racist Stereotypes in Childish Gambino's song "This is America". Reproduction or Dismantling?, München, GRIN Verlag, https://www.grin.com/document/1318063
