Analyzing 'This Is America Music' Video by Childish Gambino

Questions:

Who is the audience?

Younger generations; I feel like Childish Gambino was trying to bring to light the issues America has been ignoring. 

How do you feel when you watch the video?

Watching this video was shocking and saddening. (My first time watching the video-Juliet)

What is the purpose?

The purpose of this music video is to bring awareness to the issues being impacted on America,  issues that are being ignored and overlooked not only by authority but by people. 

How is culture being represented?

The clothes, expressions, and dance moves are playing a huge part in African American culture. 

Which global issues are being presented?

Gang/ gun violence, suicide, protests, and authorithy.

Evidence: 

Clothes: 

-The school clothes are a cover up from all the violence happening in the background

-The two chains mean that he’s trapped and confined

- The pants are the same as the confederacy soldiers 

Background:

-The white horse and the grim reaper: Symbolizes war and death  

- The red bandana and care after the guns symbolizes that America cared more for guns then humanity. 

-The guitar meaning the music industry distracts the audience from the real problem behind the shooting

- The church choir represents all of the church shootings happening in 2015 -2018

- Him holding an imaginary gun and then smoking a cigarette represents America blowing serious impacting issues off

- People committing suicide and no one seems to care

- Protests

- At the end he is trying to run away from these issues but they keep chasing him 

Sound and Lyrics: Sound is happy and lyrics are the opposite

“We Just Want The Money, Money Just For You” and “Girl You Got Me Dancin,” the Government only cares about money and power the “girl” represents America as a whole. 

“This a celly, that's a Tool” entertainment is distracting us from the real problem 

“Look how I'm livin now. Police be trippin now.” This represents how black people have to live in fear because police do not protect them instead they do the exact opposite. 

“You just a big dog, yeah I kennelled him in the back yard No that probably ain't life to a dog“ America is treating Black lives like dogs, however this aint even how a dog would live.