Analysis of the representation of American culture in music videos.

To compare how cultural identity is represented in music videos, two different music videos of
different cultures will be analyzed and compared in order to highlight how each portray their specific culture.

Jay Z's lyrics are what he is known and respected for in describing his portrayals of black life, the cultural identity for an African American. Him being an African American star who uses his music as a way of representing his cultural identity. This particular music video by Jay Z (99 Problems) highlights the everyday injustice that ruins the lives of several in the black community, he tells a story of life for a African American man. First of all, this culture is represented as being surrounded by racial injustice and police corruption, always questioned and stereotyped. For example Jay Z's lyrics show this :

This shows the stereotype put towards this culture, being young and black puts them into a category of disobeying the law and generally being up to no good for no particular reason. This shows how the culture is represented as not being taken seriously or being respected in any way but instead being stereotyped. Seeing as he was pulled over for driving 55mph in a 54mph zone this shows the discrimination put towards him which he uses as an example of one of the many incidents which occur on an everyday basis for the black community. The white community are therefore implying that due to the fact that it is an African-American man driving it is unsafe for him to be on the roads and are over cautious of him because of his race. Their culture is represented in this video as thought of being a threat and danger to society and not to be trusted.  In reference to Andrew Goodwin's media theory there is a relationship between lyrics and visuals in this particular scene as the artist is rapping the conversation which is shown to be taking place between him and the police officer. 

His '99 problems' refer to the fact that he has social and political problems and stereotypes facing the black community meaning he has no time for positive things such as romance, and highlights this by using the word bitch when referring to love and compassion. Therefore, the African- American culture is represented through Jay Z as expressing somewhat misogynistic language towards women, stating that it would be weak of him to succumb to women problems as it supposedly diminishes his manhood. Not only does he represent women as being weak and only a problem in someone's life but also he identify's the culture as being masculine and the 'tough guys'.



The representation of culture is shown to be facing poverty and racial discrimination. For example there is a close up of an innocent looking youth shown to have no prospects who soon turns to crime due to having a lack of opportunities. This is shown in the next shot as it shows him pulling the mask over his face which is heavily associated with crime.



The shots in this music video vary in their technique, there are several close up shots of individuals enabling the audience to develop a personal connection with them. Furthermore, establishing shots are used to feel a sense of the location, for example the guetto neighbourhood is strongly portrayed in this video. The shots are unsteady which create a sense of urgency as well as matching the fast pace of the beat, the audience are therefore engaged with the video due to so much that is going on.

References to African culture are displayed in this video, for instance there is a shot of a Native African man in tribal clothing dancing showing the roots of this culture, it then quickly cuts to a shot  of more contemporary street dancing performed by African people.This shows the vast modern change of this culture reflecting social and political influences.

The black community are represented as criminals as shown in this image from the music video, it's almost as if they are trying to kill racism, and instead of them being the criminals the other cultures are really what's wrong with the society.

Goodwin's theory is made evident in this video due to the voyeuristic treatment of the female body,  this already male orientated video includes close ups of women in bikinis focusing on their body parts. This exploits women in the video and represents them as simply being possessed by a man they are merely objects that a man can pick and choose when he wants. The lyrics also connect with the visuals as when the women are shown in the video he says "I got 99 problems but the bitch ain't one.." meaning that he is demeaning the women and showing them off to be a problem he doesn't have to deal with.

Criticisms facing this music video:

The representation of women is somewhat controversial in this video due to the misogynistic lyrics as well as the voyeuristic images objectifying women. Even Jay Z admitted in a recent book of his the extent to which he portrayed women as merely possessions:

 "Some [lyrics] become really profound when you see them in writing. Not 'Big Pimpin.' That's the exception.  It was like, I can't believe I said that. And kept saying it. What kind of animal would say this sort of thing? Reading it is really harsh."  


This video showed that young black men are discriminated as shown by the judgments that the police men of them stopping them for going 1mph over the speed limit. This shows that as young black men are at the bottom of the pecking order, black women therefore have less status and respect. Therefore, this music video represents women as weak and the voyeuristic shots of them give off the impression that the only thing that they are good for is there looks and physique, other than that they are merely a problem in a mans life.


The representation of African Americans in this music video contrasts to the representation shown in the music video by Leftfield, Africa Shox. This is due to the fact that although both the robotic black man in Africa Shox and Jay Z are shown as the victims in the video, Jay Z actually stands up for himself to an extent and rebels against the racial discrimination whereas in Africa Shox the protagonist looking out for help and slowly giving up due to the lack of compassion and respect given to him.