How do the representations
of black music celebrities like Beyoncé and Jay Z impact
upon audiences?
The representations of black music celebrities have changed
drastically over the years. As since the rise in popularity for black
music celebrities since the 80’s there has been a huge positive as well as
negative impact on audiences. Black music in the 21st century is
mostly listened to by teenagers and young adult. The representations of black
music celebrities can be seen as a negative influence on audiences as most content
in hip-hop and RnB music videos focus on money, drugs, sex and bitches
therefore causing individuals to behave inappropriately from a young age; “It
is not the youth's fault, it is the content that the music contains.” However, the
representations of black music celebrities are not always seen to have a
negative impact upon audiences. Beyoncé is commonly known as an inspiration and
role model to women all around the world; “I’m always thinking about women, and what we need to hear. It’s
difficult being a woman.”
There
are many ways in which black music celebrities are represented one of these is
through the indication of common stereotypes through the celebrity’s music
lyrics and videos. Audiences are highly affected by these stereotypes and
youths and teenagers – particularly from a low-income area – begin to look up
to and depend of RnB, rap and hip-hop music. “The teenagers who look up to rap
and hip-hop artists are likely to do what they do. This includes their actions,
ideas, the way they live, dress and act towards others.” Therefore younger audiences
are impacted negatively by the way by the way black music celebrities are being
represented as they are likely to follow the stereotypes they view through
media. Although the stereotypes of black music celebrities are negative, it is
these topics that impact on audiences to listen to more of the music; “Thanks to the gangsta bad niggzas motif,
hip-hop has emerged as the top choice among teen music consumers.” Therefore
resulting in teenagers following these traits and wanting to be more like those
they see on in the music videos such as ‘2 chainz’.
Furthermore,
the comparison between modern day music and old music illustrates the changes
of how black music celebrities have been represented over time and the change
in how audiences have been impacted. As hip-hop and RnB music was first being
introduced into the music industry in the 80’s it was the black music
celebrities that had to adjust their ways in order to fit in with the white
music celebrities therefore relating to Franz Fanon’s theory of the ‘white mask’.
For example, in 1986, Run DMC turned an old
Aerosmith tune into a 80's Hip Hop classic. Their
collaboration with Aerosmith on the song Walk this Way was a smash hit. However, in modern day
hip-hop and rap there is more of a diverse music industry therefore artists do
not have to change in order to fit in. “
Instead
of songs promoting general love and kindness we get songs that promote sex and
endorphins as the only things that make us love. “
This shows their empowerment, therefore impacting the audience to listen to modern
music more as they wish to become powered within themselves. As modern hip hop
and rap focuses mainly on the black music celebrity they are seen to be more in
power and control therefore causing young audiences to want to listen to their
music more and look up to the individual; not knowing about the editors,
producers, directors etc that are involved in the ‘empowerment’ of the black
music celebrity “
It teaches us that the most
important thing in the world is to never admit you were wrong. Chris Brown won
a Grammy Award after showing people that he hits women without an apology”.
The way in which the representations of black music
celebrities has changed over time would cause moral panic as the use of drugs,
sex, violence and degrading of women would bring concern to the society about
the upbringing of their children and the kind of music they may listen to.
Moreover, these representations cause moral panic as the use of violence, sex
and drugs in black music have previously been blamed for the 2011 riots. “I blame the pernicious culture of hatred around rap music,
which glorifies violence and loathing of authority (especially the police but
including parents), exalts trashy materialism and raves about drugs.” This once again gives
black music celebrities a bad representation as it portrays them as being an nuisance
to society as well as a bad influence on the youth. Therefore, illustrating
that majority of the representation on black music celebrity’s impacts audience’s
in a negative way as it influences their actions for the worst thus causing
moral panics in society.
Majority
of black music celebrity’s music videos as well as lyrics are censored such as
ASAP Rocky’s song ‘Fucking problem’ as the black rapper’s in
the song refer to women as ‘bad bitches’ and ‘fucking problems’ Therefore censoring
is done in order to ensure that the younger audiences are not having to listen
to swearing and ill-mannered language. However, social networking sites as well
as Youtube are a large concern when it comes to the representations of black music
celebrities as it allows audiences to watch and listen to the non-censored
music therefore representing black male music celebrities as sexist as well as
promoting drugs, sex and violence “In the music video by YG ft. Tyga & Nipsey Hustle, “Bitches Aint
Shit,” is a perfect example showing the misogynistic point of view that is
represented throughout the Hip Hop culture.”
Furthermore, the lack of censorship and protection over violence, sex, misogynistic
views and drugs could relate with the cultivation theory. This is because the
more audiences watch and listen to the negative language and inappropriate
actions on television or through the internet the more likely they are to act
in a similar way. For example, after viewing ASAP Rocky’s video to ‘Fucking
Problem’ girls may believe that it is acceptable to be called a ‘bitch’ and boys
are likely to walk around treating girls with a lack of respect.
Through
the up rise of hip hop and RnB it is mainly black male music celebrities that
would be portrayed as violent, sexist and dominant with in the music industry.
However, modern black music celebrities have proved this stereotype wrong. For
example, Beyoncé’s surprise albums release on iTunes and made “600,000 album downloads in three days”
. Beyoncé
is seen as superior and a role model for her audiences as she encourages women
to be heard and in many ways gives her audiences confidence to speak out. This
is shown through her song ‘Who run the world (girls)’ as the lyrics ‘Who run
the world? Girls, girls’ therefore showing that
women are able to stand for themselves and do not have to hide behind men in
the world. Furthermore, Beyoncé went released her fifth album at the end of
2013, this was a surprise to everyone as she did not advertise anything about a
new album therefore also causing many controversial opinions; “At the same time, she loosened her grip on the one thing the
music industry has clutched to its heart while everything around it changed:
the idea of the monolithic album release.”
Beyoncé’s
confidence and dominant role in the music industry impacts audiences positively
as it makes them feel empowered as well as enabling them to enjoy RnB without
the negative language or explicit video footage. Beyonce is also known as a
feminist and therefore as a black music celebrity she strives to change peoples
lives and be happy as she talks about her new album she states: “When in respected,
when I go on the stage and I see that I’m changing people’s life, those are the
things that matters..”
This
would therefore empower and encourage her audiences to be confident and stand
up for themselves as they would be impacted to view her as a role model and
positive figure to look up to.
The ways in which black music celebrities such as Jay Z and Beyoncé
are represented gives audiences a sense of hope and prosperity for themselves.
Relating to uses and gratification theory, audiences are able to use escapism
whilst watching and listening to hip-hop and RnB music. This could have a
negative impact on audiences as children may view their role models doing
negative things or swearing and may believe that it is also acceptable for them
to do the same in everyday life; “African American girls are being told that
they are nothing but “bitches,” which can affect how they value themselves as
they grow into women. African American boys are being told not to respect women
because they are just “hos and tricks,” affecting how boys view relationships.”
Moreover, audiences are impacted through the hegemonic needle theory as by
watching myogenic views and perfect bodies and faces in music videos would
cause them to make a change on themselves in order to achieve the ‘perfect face’
or ‘perfect body’.
“Heavy viewing of mainstream rap music videos can affect the
ideology of African American children as they are developing who they are and
where they fit into society.”
A prime
example of where both girls and boys would strive to be like is shown in a song
from Beyoncé’s new album ‘Beyoncé – Drunk in love ft Jay Z’
In conclusion, a majority of black music celebrities have
been represented over time as highly misogynistic as well a violent . These are
mainly through the stereotypes of violence, drugs, sex and misogynistic attitudes
which have been shown through music videos. These negative stereotypes of black
music celebrities would therefore impact audiences negatively as it may cause
them to act upon what they have seen and also go out and follow the actions of
their role models; “We teenagers are growing up in a society where media has a
great impact on our lives.”
However, as a feminist Beyoncé subverts these representations and demonstrates
the positives of black music celebrities. Beyoncé as an example of many black
music celebrity inspirations therefore impacts young audiences positively as
they are enabled to feel empowered and are able to follow their role models
footsteps without causing mayhem. Beyoncé is also seen as a life changing and inspiring
role model; “The singer met with fans from all walks of life, including those
with life-threatening and debilitating conditions”
this
therefore would impact audiences positively and to care for others as well as
themselves.
