THE USE OF MEDIA LANGUAGE IN “AFRIKA SHOX”THE THEORY OF ANDREW GOODWIN- ALICE HEFFER

GENRE CHARACTERISTICS

One of the main genres for this music is 'Electronica' this is represented with the synchronised edits in time with the music,

Another factor that represents the genre is the use of flashing police car lights, this imitates a club like scene where the music would generally be played because of its upbeat tempo.

Another factor of this genres conventions is the breakdancing scene in the underground car-park, this is to represent the dance and dubstep aspects of the track.

RELATIONSHIP BETWEEN LYRICS AND VISUALS

Goodwin's theory states that there are three different relationships within music videos; Illustrative, Amplifying or Disjuncture.

This particular music video challenges the strict differentiation between the three, at the first watch it seems there are no apparent links from the lyrics to the visuals (disjuncture), however, when you focus on the lyrics there is some extra meaning being added to the video (amplification).

The line 'They planned it yesterday, free' shows a reference to the struggle of African-Americans had within New York showing an dystopia view of being invisible.

RELATIONSHIP BETWEEN MUSIC AND VISUALS

As the music is an upbeat track the cuts within the music video has to fit to be able fit keep the viewer interested and give them a feel of the genre that is being portrayed.

As soon as the bass suddenly picks up you go to a shot of the protagonist abruptly being out in the open of New York. This signifies the exhaustion of not only the slaves on the ship, the traumatic response of the Vietnam war but also it could be related to drug abuse commonly used in the world of clubbing.

STARS IMAGE

Although Neil Barnes (writer) does not make an appearance within the music video himself, Afrika Bambaataa ' known as "The Godfather" and "Amen Ra of Hip Hop Kulture," as well as the father of electro funk' (1) also co-writer of the track makes an appearance towards the end of the video.

This supports Goodwin's theory of displaying the artist with close-ups to develop his motifs to be recognised.

NOTION OF LOOKING

Linking to my earlier point of dystopia within New

York for African Americans, this is represented in the

White ethnic male turning away from the now ‘broken’

Man as if he was invisible, identifying the racial conflict

that is still around within contemporary times.

INTERTEXTUALITY

Edward Kamau Brathwaite’s ‘Limbo’ poem represents the Black slave walk off the ship, showing the distortion and being ‘blinded’ by the light. The black male within the music video represents the slavery trade and the differential between how different races are treated.

Another reference is the use of the prop of ‘dog tag’ around his neck and the stumbling African links to the traumatisation of the Vietnam war. With more black veterans suffering from PTSD than white veterans (2) it shows the little recovery that was made from that time in age and the state the protagonist is in.

REFERENCES

1. https://en.wikipedia.org/wiki/Afrika_Bambaataa

2. http://www.ncbi.nlm.nih.gov/pubmed/3510955