Now that you’ve watched it. What do you think? I gotta say, I kinda LIKE IT! Before I go into why, I’ll say upfront that it is not without its problems. Who’s watching this video? Will this create another case of people laughing at us, and not with us? Does it further stigmatize black youth? This seems specifically targeted to black boys/teens–why are black women’s bodies still exploited as the vehicle to carry this “message” to them? And does this undermine or outweigh the messages it’s trying to hit home?
I think these are all questions I have watching this video. And they are more than just rhetorical questions, I think they bear some thinking about, and demand answers.
But what I like about this video, as someone who is uber interested in media messaging, is that it does, in a really clever way, intervene on what can no longer be denied as problematic behavior. It’s especially interesting in a time where there is an ever-growing conversation in Black communities and on the left about how do we “reach” black youth. It does what the hip-hop activists and scholars, and “conscious” hip-hop artists have failed miserably at doing over the last decade–which is to use the language and visual culture of hip-hop to drive home messages to create what public health folks call behavior change. I think this has the potential to do that–albeit with the problems it has.
Certainly has come a ways since School House Rock!
Much love to Pop Gumbo for writing about this first.