In this video, the main theme is slavery and people fighting against the power. This is shown off in the 1st 20 seconds of the video showing a clear distinction between the slave workers and the slave owners. The slave owners kicking the slaves shows the hierarchy of the time. J Cole is presented as a slave with some form of power in this video. He, unlike other slaves, is allowed in the house to freely roam and help the slave owners. This could be because his ethnicity is mixed which helps distinguish him form the other slaves. They make sure that Cole is still shown as somewhat of a slave, being slapped in the face by an owner with a chilling grin on his face. The use of ethnicity to show the difference between roles in this video is key as is keeps a clear line of power and freedom in an older time period. The video shows that J Cole has a clear feeling of sympathy towards the slaves. He attempts to create conversation or show acknowledgement to be shoved away and looked at as the same scum that rule over them.
- Main theme of video is slavery
- Performance video
- Narrative is Cole is freeing slaves from the inside
- Set in older America when slavery was present
- Clear distinction between slave workers and slave owners
- Cole shown as a slave allowed in house due to him being of a mixed ethnicity
- Cole still shown as a slave: slapped in face
- Slaves look at Cole as some sort of scum due to him being allowed in house
- Close up of troubled slaves
- Slow moving close ups of slaves as they prepare
- Coles star persona still shown even in bleak setting
- Non sexualised clothing shows tone of video
- Main message is to promote power of black people and slaves
- Shows that all people should be treated right or fighting and conflict will never end
Childish Gambino: This Is America
- Performance video based on modern day America
- Trousers link to old confederates uniform
- Uses over exaggerated facial expressions and dances throughout
- Takes careful care of gun- wrapping it in red cloth
- Takes little to no care of body- drags it across ground
- Links to gun violence in America: people care more for guns than lives
- Uses choir to draw distinct comparison to Charlston shootings in 2011
- Once again shows gun cared for and bodies left to lay
- Uses black child dancers to distract viewer from background
- Links to America today: care more for performances than the real issues that stem from them
- Takes out blunt to smoke: links to weed legalisation issues in America
- 17 second pause of no music: subtle link to 17 victims in Florida shooting earlier this year
- Public record the violence and chaos: show they care not for lives but for content
- Ends with Gambino running away from society
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