Critical Investigation: Project Proposal

Working Title:
To what extent are rap/hip-hop music videos, like Kendrick Lamar's "Alright," able to provide political/social commentary and how does this impact upon different audiences?

Angle:
What is the impact of the social commentary within rap music videos, does this empower audiences or simply create controversy and why do rappers feel as though they are the ones who need to voice their political and social views.

Hypothesis:
Rap music videos empower audiences through the ideologies presented by the rapper - it makes music powerful and meaningful rather than fruitless.

Linked Production Piece:
Short film showcasing a school shooting from the shooter's perspective
MIGRAIN:

-media language

• The whole video is shot in black and white and has a very apocalyptic demeanour about it, due to the dark, almost sombre appearing clouds and sky. The monochrome connotes the conflict between black and white lives and perhaps even the corruption within society
• there are low angle shots of the sky, which connotes the atmosphere; this particular image reveals the light area where we see the sun coming through behind the clouds, which may connote how there is hope surrounded by the darkness and the corruption. This apocalyptic sky is complemented with the soundtrack of Lamar's "U," which is the song before "Alright" on his album "To Pimp A Butterfly." The screams from "U" relate to the depressive state the Lamar was in and how he was considering suicide and the fact that this is the soundtrack to accompany this rather dreary and ominous looking sky, forebodes the serious social commentary to be involved within this video and the song and therefore reinforce the idea of this apocalyptic essence
• Young black boy on floor; mise-en-scene here could highlight the stereotypical representation of black males as they conventionally would wear caps or hoods, this could perhaps be used as a shorthand to clearly identify the fact that this boy is African and a youth. This links to Medhurst's representations theory
• Lamar recites "Lucifer was all around me" and the low angle shot of the church then follows. This low angle reveals the height of a church, the importance of religion to Lamar and the forgiveness that needs to be received as the devil is everywhere. In this case perhaps the 'evils of Lucy' which is a line repeated several times through TPAB, are the police force and the fact that the devil is not seen and the evils of him are everywhere could perhaps relate to the idea of the law and the corrupt law
• 3 black youths dancing above a police car, this portrays them as outlaws within society. This shot is revealed during the chorus of the song, "we gon' be alright" and this shows how these teens are rebelling and not caring about the corruption and moving forward

-institutions 

• Top Dawg Entertainment is the record label that Kendrick Lamar belongs to, therefore the music video also belongs to the same institution
• TDE is an independent American record label, therefore would not have the same funding as a major record label, however for TDE the artists are seen as more significant and more important as meaningful artists who are more iconic than those that depend on the institution for funding rather than themselves as artists
• Top Dawg owns the institution but Interscope Records distributes the work
• In terms of marketing and distributing Interscope holds the responsibility to advertise, however all creative control is within the hands of Top Dawg and the artists as themselves
• Top Dawg Entertainment has signed a several number of hip-hop artists and singers, within the video we see features from Ab-Soul and Schoolboy Q, who are also members of TDE

-genre 

• Alternative hip-hop
• The conventions of an alternative hip-hop video are very creative, in terms of the people represented there would be less promiscuity of women and it would perhaps be more meaningful and would highlight social commentary. The major convention in this text is the monochrome colouring throughout, revealing creativity
• major iconography within the clip are the weapons, the gang violence and the riotous teens. The theme of police brutality, deception and discrimination are the major themes throughout the video
• many conventions subverted within the video, for example the main contrast between the conflicted races and the civilians and the police force
• the director of the video Colin Tilley is an award-winning American music video director and therefore would also create critical acclaim within the video

-representations

•  young black males are predominantly being represented and white officers in America, more specifically Oakland. The young black males are being represented in a variety of ways, firstly as rebellious and highly defiant by causing destruction being seen starting fires, which reinforces dominant ideologies of young black males being disobedient and involved in gang violence
• subject matter of police brutality has been explicitly represented in this way in order to reveal the severity of the situation and due to the issue being contemporary; a well known case of police brutality in 2014 was Michael Brown
• representation of police officers caused a lot of controversy around the video as young black males are seen dancing on top of police cars, revealing the disobedience against the law enforcement
• Self-representation is clearly identifiable in this video as not only are African-Americans able to identify with the video and the matters but every race, due to the topic being so empathetic and so contemporary. It is a news topic that involves many races and cultures and the police are a represented alternatively to therefore make many people think

-audience 

• Lamar's music video is mainly targeted at a younger demographic, presumably the student target market as the hip-hop genre is mainly consumed by the younger, young adult demographic
• In terms of psychographics, the reformers psychographic group would predominantly be the target market for the "Alright" music video, mainly because Kendrick himself seems to fit into the reformer psychographic category as he wants to make a change
• we can make the assumption that the audience watching the video would be fans of Kendrick Lamar or would want to seek enlightenment in terms of music and the social commentary within alternative hip-hop genre
• there are over 57million views on the music video, revealing just how many people have been influenced by this video and have consumed the video
• focus on diversion, in terms of Blumler and Katz's uses and gratifications theory, however this video focuses more so on personal relationships as audiences are able to empathise with the characters within the video

-ideology + values 

• TDE's values and ideologies, due to it being an independent record label, all control is with each artist themselves, giving them their own free will to be as creative as they wish to be 
• artists complete freedom and allows them to comment socially on whatever they want to comment on
•  record label is a very sincere label, which focuses on the hip-hop genre only as the label has only 7 artists signed to it, making it seem like a family rather than just a record label

-narrative 

• follows fairly conventional music video conventions, which are creativity and expression. The fast paced editing in the middle and the change of scenes create a very fast paced anthem like song, which complements the sound of the song
• There is a strong narrative throughout the extended video as we see the police officers and the black youths at conflict throughout the video
• here are several groups represented in the video, there are the police force which are explicitly seen as the villains in terms of Propp's stock characters. The hero is of course Kendrick Lamar as we see him flying throughout the whole narrative of the video as we see him as a higher power and one who can soar through this; he is essentially the voice of the video
• The sound is the most important aspect of the video as it is the narrative of the album TPAB, however the video accompanies the song in order to heighten its meaning and its impact, therefore by having this narrative revealing a rather apocalyptic society where social conventions are subverted, it supports the idea of Black Lives Matter and the protest against police brutality and corrupted laws
• audience would be able to empathise with the video and therefore relates to Blumler and Katz uses and gratifications theory of personal relationships as we see deaths and violence

SHEP:

-social 

• The Black Lives Matter Campaigns are the main focus of the music video; Jay Z recently released his song Spiritual commenting on the Alton Sterling case; J Cole released Be Free about the Michael Brown case - reveals the social commentary in rap/hip-hop 
• The influence of this text - Manchester Protesters chanted this song, showing the influence of this song as a protest song and the fact that Lamar is American shows how much of an influence he has had not only on America but global recognition
• Conservative papers and institutions are against the lyrics within this song saying that Lamar "has done more damage to African-Americans than racism has" 

-historical 

• NWA was the most acclaimed rap group to actually socially comment through their music and portray alternative and negative views towards the police force
• Slavery was an event that discriminated black people and throughout the history we have seen the change of this and how black people have risen up and we are all seen as equal - when there is a case about the police force discriminating any race this brings about the issues of racial discrimination once again 
• Many books focusing on these issues but the difference between a book and music is the voice, the power a song can have because everyone is able to be involved and be part of it - educating the ignorant 

-economic 

• before corporations took over the hip-hop industry, it all begun as underground music
• There's a huge separation between mainstream rap music being distributed by institutions than there is with underground rap music and rappers like Immortal Technique
• "rappers would view themselves as reporters whose primary vocation was to give the voiceless a form of expression and relay the conditions of ghetto life to the rest of the world"

-political

• Public Enemy pushed political hip-hop to new heights; their music promoted historical revival amongst black youth 
• As Akilah Folami explains, "Historically, Hip-hop arose out of the ruins of a post-industrial and ravaged South Bronx, as a form of expression of urban Black and Latino youth, who politicians and the dominant public and political discourse had written off, and, for all intent and purposes, abandoned."
• independent and political rap nowadays is being replaced with thugs and gangsters, therefore having artists like Lamar bringing back the sound of political rap makes a huge influence on the industry today 

Issues/Debates 

-representation/stereotyping 

• The representation of black people and black youths in particular
• The representation of the law enforcement and deception as a whole concept in terms of government and higher powers 
• stereotypes being subverted due to alternative hip-hop providing a new sound and a new way of seeing things 
• stereotype of rap as a whole and this song in particular conforming to the stereotypes in order to show that it subverts them 

-media effects 

• the influence that political rap music can have on audiences - Lamar is able to explicitly say that police want black people dead, this would cause a lot of controversy 
• Lamar is becoming more acclaimed for his music, therefore the idea of this social commentary could effect an audience positively or negatively 
• the effects that previous artists and rap groups have had on the mass media has caused similar speculation and controversy, such as NWA and Public Enemy

-moral panics 

• the idea of the youth culture having a voice 
• rappers being voices of reason and showing that they are able to socially comment through their music having an influence on young people 
• the power that music can have on audiences today 

-media technology and the digital revolution 

• the impact that new and digital media has had on the music industry is vast, from the impact of new streaming sites such as Soundcloud, Spotify, Deezer and the list continues; these apps and streaming services have allowed new content to be discovered and the ease for users to access this new sound 
• Artists can now simply have an album only being able to be streamed on one service, which causes great hype and allows more users on that particular website 
• The impact that social media has had is also major due to the fact that followers are able to quickly be notified when artists are releasing new music which creates more hype 

-the effect of globalisation on the media 

• the hip-hop industry has been effected largely by globalisation as underground rappers have become mainstream rappers who have now become a slave to the media conglomerates becoming a mere product rather than someone fruitful, the whole point of hip-hop is to have that essence that no other music genre is able to commit to - rappers like Immortal Technique have stayed true to their roots and decided to not let people pay to watch him performing live

Theories 

-semiotics 

• there are many different connotations throughout the video and throughout every aspect - the main being the aspect of the 4 white police officers holding Lamar and 4 black men. It could be read in multiple ways providing alternative connotations

-gender + ethnicity

• this is a main focus of Lamar himself the idea of ethnicity - this could relate to many theorists such as Frantz Fanon's Black Skin, White Mask theory 

-marxism + hegemony 

• the idea of classes being split and the dichotomy between black people and the law enforcement has been discussed with Lamar's music video and it reveals the dominance of the corrupted law 

-audience theories 

• the hypodermic needle model, the effect that music has on audiences and the influence that Lamar has through his explicit content - all cases never a direct link to the media text and the crime committed
• uses and gratifications theory 

-contemporary media landscape 

• the change that this video has made is drastic through the idea of new and digital media it is more accessible for users to become exposed to the content online and content that could potentially effect them positively or negatively - the contemporary new hip-hop alternative genre is able to create and revitalise that old school alternative hip-hop music in a way that is more socially accepted 

Media Texts: 

Kendrick Lamar - "Alright" extended music video 

Other Media Texts: 

NWA - F*** the Police 

J Cole - Be Free 

NWA - Straight Outta Compton 

Spike Lee - Malcolm X 

Jay Z - Spiritual 

TV Documentaries: 

Racial Profiling: "Crisis of Distrust: Police and Community in Toronto" 

Police Brutality: "No justice, no peace" 

Racism in the media: "The Modern Racist Paradigm" 

Academic Texts/Books: 

Lisa Bloom - Suspicion Nation: The Inside Story of the Trayvon Martin Injustice and Why We Continue to Repeat It 

Dennis Rome - Black Demons: The Media's Depiction of the African American Male Criminal Stereotype 

Tricia Rose - Black Noise: Rap Music and Black Culture in Contemporary America (Music/Culture)

Lakeyta M. Bonnette - Pulse of the People: Political Rap Music and Black Politics

Conrad, Kate, Dixon, Travis, Zhang, Yuanyuan, Journal of Broadcasting and Electronic Media - Controversial Rap Themes, Gender Portrayals and Skin Tone Distortion: A Content Analysis of Rap Music Videos 

Internet Links: 

Complex - http://uk.complex.com/music/2014/08/rap-songs-police-brutality/

LARB - https://lareviewofbooks.org/article/when-the-lights-shut-off-kendrick-lamar-and-the-decline-of-the-black-blues-narrative/#!

CBS News - http://www.cbsnews.com/news/the-latest-on-the-alton-sterling-shooting-investigation-baton-rouge/ 

The Guardian - https://www.theguardian.com/us-news/video/2016/jul/06/alton-sterling-baton-rouge-police-video

The Hampton Institute - http://www.hamptoninstitution.org/capitalismhiphoppartone.html#.V_GTAfArLIV

The Daily Beast - http://www.thedailybeast.com/articles/2016/07/11/hip-hop-s-history-with-police-brutality-why-we-shouldn-t-romanticize-the-ogs-and-live-in-the-now.html

UPROXX - http://uproxx.com/smokingsection/top-dawg-entertainment-signs-deal-with-interscope-aftermath/

Ignite Presentation: LR

WWW:

• Good intro 
• Institutional information 
• Excellent delivery 
• Very well rehearsed 
• Very good body language 
• Media terminology  - binary oppositions, alternative ideologies, psychographics
• Vocab  - hierarchy 
• Theory  - Propp, narrative theories 
• Wider context, Black Lives Matter Campaigns 
• Superb ending 
• Historical context, NWA 
• Excellent slides, use of images, screen grabs, stills 

significance - 5 

structure - 5 

simplicity - 5

rehearsal - 5 

My presentation focused on the social commentary in rap and hip - hop music, focusing on Kendrick Lamar's extended music video 'Alright.' From my presentation, the use of wider context, from other artists such as NWA, Jay Z, J Cole and others will help me to body my critical investigation and explore in depth why social commentary in rap music is acceptable and why rappers have a political voice that actually inspires individuals. This relates to events today such as the black lives matter campaigns and allows me to talk about the impact that police brutality cases have had on the rap and hip-hop industry as rappers have produced texts that relate to this issue and speak out on the cases. Rappers are able to socially comment through their music since the early ages of rap, from the most dangerous rap group NWA to Public Enemy; rappers were able to voice a controversial opinion and audiences listened because they hold alternative ideologies. Lamar's music video is filled with key media themes and is packed with iconography and symbolism to represent deception, police brutality and racial discrimination; Lamar as an artist is able to voice his alternative views through his music and comment on political debates through the voice of hip-hop and artful poetry - making him a controversial but important figure in today's music industry. 

Ignite Presentation

Summer Project - Kendrick Lamar - "Alright"

Research

The Daily Beast 
http://www.thedailybeast.com/articles/2016/07/11/hip-hop-s-history-with-police-brutality-why-we-shouldn-t-romanticize-the-ogs-and-live-in-the-now.html 
This article mainly focuses on the death of Alton Sterling and how rap artist Jay Z has released his song "Spiritual" about police brutality. Beyonce and Drake have also written about the case and rappers Snoop Dogg and The Game have also led a march against police brutality. "Hip-hop is no longer black people's CNN, but perhaps it's become something different: more of a town hall for the culture, a sounding board, a place to vent as opposed to a source of information." The article also focuses on the fact that Lamar's TPAB as a whole, was informed by the current cultural and racial climate - Alright has also become the "de facto Black Lives Matter anthem."

The Guardian 

https://www.theguardian.com/uk-news/2016/jul/11/black-lives-matter-solidarity-march-protest-manchester
Thousands of people of all different races and ages, coming from a variety of different backgrounds, peacefully protested through Manchester. The group chanted Lamar's "Alright" alongside other songs such as "Don't Worry, Be Happy" and "Hand's Up/Don't Shoot."




Music.Mic 
https://mic.com/articles/148267/if-kendrick-lamar-is-rap-s-messiah-sc-hoolboy-q-is-its-vital-anti-hero-on-blank-face#.pOXLtu8js
This article focuses on how Lamar's "Alright" is the political protest anthem of the Black Lives Matter movement, but it also focuses on how Schoolboy Q has also embodied the idea of this in his new album Blank Face. He also comments on gang violence, drug violence and police corruption - it shows that Top Dawg Entertainment consists of artists that have more wisdom.

Yahoo
https://www.yahoo.com/music/jay-z-addresses-social-injustice-235629922.html

The article addresses police brutality within Jay Z contemporary new song "Spiritual." Jay Z has used his platform and used his Tidal App to promote his song and to speak about the issue as the Alton Sterling case has been awoken.





The Huffington Post
http://www.huffingtonpost.com/stanley-t-talbert/kendrick-lamars-theology-_b_7956752.html

This article is based around the idea of Lamar being a higher power and how the music video reveals how Lamar is almost like a Messiah, who flies above the rest and seems almost like a superhero. This article praises Lamar's work and his exellency within the album and his works throughout the album.






Consequence Of Sound 
http://consequenceofsound.net/2015/06/fox-news-says-kendrick-lamar-has-done-more-damage-to-young-african-americans-than-racism/
FOX News says Kendrick Lamar has "done more damage to young African-Americans than racism."

Geraldo Rivera rips Kendrick Lamar's video.
The woman in this video is not impressed by Lamar's attempts to express his opinions and she states that she isn't "turned on" by it. The fact that The Five is completely one sided and does not allow the viewers to form their own judgement by revealing an alternative reading of the performance shows how they are not at all liberal minded and are completely against any liberal minded idea or the ideologies posed by freedom of expression, therefore mocking the hip-hop genre.
Stanley Cohen's idea of moral panics would apply here as the conservatives would be afraid of a rapper with a voice, a rapper who is able to protest and therefore influence others.

Billboard 
http://www.billboard.com/articles/columns/the-juice/6620035/kendrick-lamar-responds-geraldo-rivera-alright-bet-awards

Kendrick responds to Geraldo Rivera - "Hip-hop is not the problem, our reality is."
"How can you take a song that's about hope and turn it into hatred?" is the response that Lamar gave towards Rivera's speech. "The overall message is 'we gon' be alright' It's not the message of I want to kill people." Lamar deals with the situation in a manner that causes an audience to be on his side, hip hop is about freedom of expression and the article defends the idea of truth and reality.

Complex 
http://uk.complex.com/music/2014/08/rap-songs-police-brutality/
N.W.A - F*** The Police and J Cole - Be Free

LARB 
https://lareviewofbooks.org/article/when-the-lights-shut-off-kendrick-lamar-and-the-decline-of-the-black-blues-narrative/#!

CBS News
http://www.cbsnews.com/news/the-latest-on-the-alton-sterling-shooting-investigation-baton-rouge/
The Alton Sterling Case

The Guardian 
https://www.theguardian.com/us-news/video/2016/jul/06/alton-sterling-baton-rouge-police-video
Alton Sterling video

Books 

Lisa Bloom - Suspicion Nation: The Inside Story of the Trayvon Martin Injustice and Why We Continue to Repeat It 

Dennis Rome - Black Demons: The Media's Depiction of the African American Male Criminal Stereotype 

Tricia Rose - Black Noise: Rap Music and Black Culture in Contemporary America (Music/Culture)

Lakeyta M. Bonnette - Pulse of the People: Political Rap Music and Black Politics 

Conrad, Kate, Dixon, Travis, Zhang, Yuanyuan, Journal of Broadcasting and Electronic Media - Controversial Rap Themes, Gender Portrayals and Skin Tone Distortion: A Content Analysis of Rap Music Videos 
"Research also suggests that rap music contains more positive images. Zillman et al. (1995) suggest that rap music may be used as a vehicle to fight oppression from the dominant culture."

Media Representations

In the extended music video, young black males are predominantly being represented and white officers in America, more specifically Oakland. The young black males are being represented in a variety of ways, firstly as rebellious and highly defiant by causing destruction being seen starting fires, which reinforces dominant ideologies of young black males being disobedient and involved in gang violence. However, the meaning behind these defiant teens is clearly seen as around 1.30 minutes through the video, we see a white male police officer forcing a young black man to the ground and hand cuffing him to then release him and brutally shoot him. From this, we are able to understand that this video focuses on the corruption of the police and the dirty law enforcement. This therefore negatively represents the police force and reveals negative ideologies and an alternative representation of the so-called angels of society, the saviours which are supposed to protect rather than reinforce corruption.
The subject matter of police brutality has been explicitly represented in this way in order to reveal the severity of the situation and due to the issue being contemporary; a well known case of police brutality in 2014 was Michael Brown, who was an 18 year old African-American male who was fatally shot by Darren Wilson, a white Ferguson police officer. Brown was unarmed and shot 6 times, he was caught stealing cigars from a store and fled the scene. The officer pursued the case as he was nearby and there is a lot of speculation around whether Brown held his hands up moving towards the officer or away from him; according to an article in The Independent.

The representation of police officers caused a lot of controversy around the video as young black males are seen dancing on top of police cars, revealing the disobedience against the law enforcement. FOX news says that "Kendrick Lamar has done more damage to African-Americans than racism" and "pundits take offense to Kendrick Lamar's lyrics, his performing atop of a police car." At the BET awards, Lamar performed atop a police car and this caused a lot of speculation due to the disobedience and defiance portrayed by the rap artist. As we know, FOX holds very conservative ideologies and therefore opposing all ideas around Liberalism and Socialism. FOX would oppose Lamar's views due to his alternative ideologies as a conservative view would prefer preserving stability within the government and within society.

Self-representation is clearly identifiable in this video as not only are African-Americans able to identify with the video and the matters but every race, due to the topic being so empathetic and so contemporary. It is a news topic that involves many races and cultures and the police are a represented alternatively to therefore make many people think.

Media Languages & Forms


The whole video is shot in black and white and has a very apocalyptic demeanour about it, due to the dark, almost sombre appearing clouds and sky. The monochrome connotes the conflict between black and white lives and perhaps even the corruption within society. It's interesting that there are low angle shots of the sky, which connotes the atmosphere; this particular image reveals the light area where we see the sun coming through behind the clouds, which may connote how there is hope surrounded by the darkness and the corruption. This apocalyptic sky is complemented with the soundtrack of Lamar's "U," which is the song before "Alright" on his album "To Pimp A Butterfly." The screams from "U" relate to the depressive state the Lamar was in and how he was considering suicide and the fact that this is the soundtrack to accompany this rather dreary and ominous looking sky, forebodes the serious social commentary to be involved within this video and the song and therefore reinforce the idea of this apocalyptic essence.

The first shot we see of a face is one of a young black male laying face down on the floor, presumably dead or unconscious. The low angle shot, reveals the hand in focus and the face of the male wearing a cap out of focus and slightly blurred. The mise-en-scene here could highlight the stereotypical representation of black males as they conventionally would wear caps or hoods, this could perhaps be used as a shorthand to clearly identify the fact that this boy is African and a youth. This links to Medhurst's representations theory. We hear "misusing your influence" and the pause is followed by the shot of this young black male on the floor; this could foreshadow the fact that this male may have been influenced by something he shouldn't have been influenced with and therefore been peer pressured into this foreboding ending.

The stereotype of African-American youths is being reinforced by their rebellious actions. This first image reveals 3 black youths dancing above a police car, this portrays them as outlaws within society. This shot is revealed during the chorus of the song, "we gon' be alright" and this shows how these teens are rebelling and not caring about the corruption and moving forward. A car then donuts around this police car which almost highlights the image of the police car and shows how they are the central attraction and the most important. The second image is of a reckless drinker and a hooded male holding what seems to be a knife. The fact that Kendrick recites "I found my save haven" whilst this scene comes on could portray how Lamar had to result to alcohol and reckless behaviour in order to feel part of the culture and to fit in perhaps. Perhaps his 'safe haven' is the reinforcement of black stereotypes.
The graffiti is of course used as iconography of popular gang culture and the idea of gangs and reckless behaviour. Graffiti connotes riotous behaviour and would therefore highlight the stereotypical youth representation as a whole. We then see a shot of a dreary tunnel perhaps or alley, filled with fire, smoke and burning cars. The shot is then followed by the smashing of glass, which appears to be the camera. This smashing of the camera may suggest how reality is not what it seems and things being documented cannot
be trusted, it is not realistic and it does not positively represent
society and societal problems. It could also simply reinforce the
rebellious behaviour of the youth culture and how they would try to shut down a camera screen in order to not be 'caught on camera.'
An alternative representation however would be the fact that the
camera is unreliable and editing is an unreliable source, what we see may not be the correct thing. This last image reveals a riotous montage with the soundtrack of "Cartoons and Cereal" in the background and the repetition of the line "and I run it," followed by the rage of a man. This song was released in 2012 and embodies the idea of the enslavement of cheap entertainment and cheap food. The song is a very hyped song, which has a beat that would make anyone jump or be involved due to the powerful nature of it, this therefore complements the rage of the rebellious youths perfectly.

Here it is interesting to see that 4 police men are holding Lamar's car as he is rapping about how great he is and his exellency as a rapper. He mentions that his album "To Pimp A Butterfly" is "another classic CD," when the album has just been released, therefore revealing how Lamar believes that he is the 'King of Compton' and he is 'King Kendrick.' The idea of these police officers holding his car shows that they worship the ground he walks on, highlighting the idea of him being the 'King' and the police force being the slaves. It's also interesting to highlight that all 4 police officers are white and all 4 men in the car are African-American, this would therefore contrast the history of slavery and creates a huge flip between the history. This would of course be seen as highly controversial due to the law enforcement being the ones to carry the car. However, it may also suggest that the car is a symbol of a coffin as there are 4 males carrying the car like a coffin and perhaps Kendrick is implicitly suggesting the effects of police brutality and how the law enforcement, who are supposed to be societal princes are the ones leading these men to their deaths. This is then reinforced by the gentlemen in the back, holding the car, being the same one who shoots Lamar at the end of the video, suggesting that this image foreshadows police brutality and the oxymorons in society and perhaps even the deception. To further reinforce this, Lamar raps using the semantic field of adjectives about death, "R.I.P" and "write another eulogy."

This is a gruesome shot of a bloody woman, who has been affected by particular events. This is the first woman we see and the fact that she is covered with blood, reveals perhaps just how men are just as effected as women are within society and police brutality. Her facial expression is one of deep sadness and the close up reveals an empathetic appeal for an audience member to feel sorry for this woman.

 This setting is extremely interesting in terms of where it has been positioned within the lyrics of Lamar's poem. Lamar recites "Lucifer was all around me" and the low angle shot of the church then follows. This low angle reveals the height of a church, the importance of religion to Lamar and the forgiveness that needs to be received as the devil is everywhere. In this case perhaps the 'evils of Lucy' which is a line repeated several times through TPAB, are the police force and the fact that the devil is not seen and the evils of him are everywhere could perhaps relate to the idea of the law and the corrupt law. There is also a glow around the cross, which highlights the importance of the church and the setting.
This second setting is also very significant as it is the Oakland County Courthouse. The chorus is sung and the youths dance outside the courthouse, perhaps as a celebration for the justice that has been served or perhaps to mock the fact that there is no justice in society and most cases are unjust and severely unfair.

"A war that was based on apartheid and discrimination" is probably the most significant and explicit line for Lamar to end his poem on as we clearly realise that this war is between the black and the corrupt law enforcement; the discriminating government. The focus of the gun and the police officer shows just how the police force is corrupted.

I think this is the most interesting scene of the whole extended video as this police officer comes out of his car holding a rifle and a rather big one, compared to the pistol in the beginning, however he then puts the gun away and holds out two fingers instead. The fact that he is miming a gun rather than holding a real gun may just be to lessen the severity of the situation as he is about to shoot Lamar. However, alternatively I think that the mimed gun is a more powerful image as it causes an audience member to become more engaged and interested as they may not quite understand what is happening. The gun could represent deception and a police officer; the gun is mimed and not real, a police officer is cloaked with a uniform and a badge, everyone is supposed to trust a police officer and think that they can rely on them, however this is a huge

deception. Therefore this 'gun' is connoting the same thing, the idea of deception, his mimed gun cannot do as much damage as a real     gun yet Lamar still gets shot and falls from the lamp post and we     see 'blood' spraying out the back of him as the officer mimes 'pow'   and feels the recoil by shaking backwards, acting like it is real. I       think that this whole scene relates to the theme of deception.

As Lamar is falling, the poem that was recited in the beginning is again recited. The image of the falling closely relates to Lamar's "Swimming Pools" music video as he is constantly falling into this pool of peer pressure. The idea of an endless loop of falling into something that you can't get out of is worrying and here, Lamar is falling into a society which cannot be changed in a day. This could reveal how society is an endless loop of routine and does not want to change or reform.

Narrative

Due to this media text being a music video, it follows fairly conventional music video conventions, which are creativity and expression. The fast paced editing in the middle and the change of scenes create a very fast paced anthem like song, which complements the sound of the song. There is a strong narrative throughout the extended video as we see the police officers and the black youths at conflict throughout the video.
In relation to the narrative, the audience would be able to empathise with the video and therefore relates to Blumler and Katz uses and gratifications theory of personal relationships as we see deaths and violence. It would also relate more so to black lives and the whole movement of 'Black Lives Matter' and the campaign.

There are several groups represented in the video, there are the police force which are explicitly seen as the villains in terms of Propp's stock characters. The hero is of course Kendrick Lamar as we see him flying throughout the whole narrative of the video as we see him as a higher power and one who can soar through this; he is essentially the voice of the video, the one who can make the change. The resemblance between flying and birds is significant as there is an element of freedom presented; perhaps freedom of speech, freedom of power and reason.
Medhurst's theory of stereotypes being shorthand for identification are clearly used in this extended video as Lamar has reinforced stereotypes in order to represent the black community but he has also drastically subverted the typical ideologies within society and the social hierarchy within society.
The sound is the most important aspect of the video as it is the narrative of the album TPAB, however the video accompanies the song in order to heighten its meaning and its impact, therefore by having this narrative revealing a rather apocalyptic society where social conventions are subverted, it supports the idea of Black Lives Matter and the protest against police brutality and corrupted laws.

Genre

Alternative hip-hop
The conventions of an alternative hip-hop video are very creative, in terms of the people represented there would be less promiscuity of women and it would perhaps be more meaningful and would highlight social commentary. The major convention in this text is the monochrome colouring throughout, revealing creativity.
The major iconography within the clip are the weapons, the gang violence and the riotous teens.
The theme of police brutality, deception and discrimination are the major themes throughout the video.
There are many conventions subverted within the video, for example the main contrast between the conflicted races and the civilians and the police force.
Kendrick Lamar is a critically acclaimed hip-hop artist, who is extremely well known. However, the director of the video Colin Tilley is an award-winning American music video director and therefore would also create critical acclaim within the video.

Media Institutions

Top Dawg Entertainment is the record label that Kendrick Lamar belongs to, therefore the music video also belongs to the same institution.
Top Dawg Entertainment has signed a several number of hip-hop artists and singers, within the video we see features from Ab-Soul and Schoolboy Q, who are also members of TDE, therefore this shows the impact that the institution has had within the video. Also, traits from previous TDE videos are presented as 2012's "Swimming Pools" has the falling Kendrick and "Alright" also has the falling Kendrick.
TDE is an independent American record label, therefore would not have the same funding as a major record label, however for TDE the artists are seen as more significant and more important as meaningful artists who are more iconic than those that depend on the institution for funding rather than themselves as artists.
Top Dawg owns the institution but Interscope Records distributes the work. In terms of marketing and distributing Interscope holds the responsibility to advertise, however all creative control is within the hands of Top Dawg and the artists as themselves.

Media Values and Ideologies

In terms of TDE's values and ideologies, due to it being an independent record label, all control is with each artist themselves, giving them their own free will to be as creative as they wish to be and produce new sounds and things that only Top Dawg would have a say with. This gives these artists complete freedom and allows them to comment socially on whatever they want to comment on. It also shows that the record label is a very sincere label, which focuses on the hip-hop genre only as the label has only 7 artists signed to it, making it seem like a family rather than just a record label.

Media Audiences

Lamar's music video is mainly targeted at a younger demographic, presumably the student target market as the hip-hop genre is mainly consumed by the younger, young adult demographic. This would be due to the expletives used and the fact that the issues discussed in alternative rap are more meaningful, rather than the fruitless themes discussed in the genre of trap music, for example. In terms of psychographics, the reformers psychographic group would predominantly be the target market for the "Alright" music video, mainly because Kendrick himself seems to fit into the reformer psychographic category as he wants to make a change, like most rappers, like Tupac for example. Alternative hip-hop artists are able to discuss and socially comment on certain themes enabling them to speak more freely with their music.

From the extended video, we can make the assumption that the audience watching the video would be fans of Kendrick Lamar or would want to seek enlightenment in terms of music and the social commentary within alternative hip-hop genre. In terms of characteristics, I do not think there is a set in stone ideal audience member of the video as Lamar appeals to a wide demographic and psychographic group due to his different sounds.

An audience member is most likely to consume this text on YouTube, which makes it easy to watch the video as YouTube is a platform that is efficient to use and is also a factory app on most new phones.

Currently, there are over 57million views on the music video, revealing just how many people have been influenced by this video and have consumed the video. Lamar's fan base is increasingly large, he has won a Grammy for this video being the best rap video and the best rap song, making it even more well-known.

The dominant reading of this text is the subject matter of police brutality and the discrimination between black lives. However the oppositional reading of this is the fact that the video is a music video and would therefore the main priority would be to entertain and the matter of social commentary may not be taken as seriously. The fact that Lamar is known for his political album TPAB, this would allow an audience member to understand that the music video has a meaning behind it and Lamar's music is not just music but an expression of social commentary.

Music videos in general would focus on diversion, in terms of Blumler and Katz's uses and gratifications theory, however this video focuses more so on personal relationships as audiences are able to empathise with the characters within the video.

I think this extended music video is inspiring, although I personally cannot identify with the video, I can empathise with the fact that police brutality is a theme that is extremely important within society and in an American society predominantly. I personally really like Lamar's music and the fact that his social commentary is interesting and meaningful and the theme is not fruitless. The fact that Lamar uses expletives and has a fast paced flow, it appeals to me as a young teen and would therefore appeal to a lot of teenagers as we like to hear expletives.

Summer Project

My ignite presentation will be about Kendrick Lamar's extended music video of "Alright." I will be focusing on the social commentary within rap music and how rap artists are able to voice their opinions more explicitly than pop artists. The video reveals the main topic of police brutality and the conflict between black and white races; the video involves white police officers shooting black males for no reason, which links closely to news related links like Michael Brown. This video has come into the mainstream and has been one of the most socially accepted, yet highly controversial rap videos since NWA and had even won a Grammy for the best rap video. The extended video is also in black and white which is ironic due to the conflict between to the races. Kendrick Lamar is an artist that raps about the history of slavery, police brutality and other issues that are important, therefore this would give me a good scope to write a critical investigation about.

Coursework Prep

Media text: Stonewall (2015)
Media issue/debate: Homophobia

Media text: Schoolboy Q - Tookie Knows II music video (2016)
Media issue/debate: Personal identity + police brutality

Media text: Love Island, reality TV show (2016)
Media issue/debate: Reality TV + the representation of women

Media text: Magic Mike XXL (2015)
Media issue/debate: Representation of genders

Media text: The Duff (2015)
Media issue/debate: Personal identity + appearances - stereotypes