When this commercial aired, I got more excited about the world cup than I already was last year. However, as a CMC major, I looked a bit deeper into the ad. The ad calls for us all to be fans, to identify with our countries as we try to be the best of 32 nations. The World Cup is a competition, just like every other facet of international politics. The message of the ad was strong, but at the same time, it never really is about animal rights, human rights, hunger, poverty, etc. Our media does an excellent job of masking these salient issues, making sure we are staying focused on entertainment rather than tuning in to real world news. It calls for people to be sports fans, thus creating a certain identity.
In this video we see Kanye West as the in power male, with subordinate females hanging all over him, touching his body. In some instances they are depicted as unconscious, resembling mannequins that he can have his way with. Music videos on the whole can be very problematic because they present identities that we should follow. One of the strongest identity issues is most certainly the line between masculinity and femininity. We live in a man's world, and although women have made strides in terms of power, they are still not close to men. This video is an example of how children are influenced to act masculine or feminine by a popular artist within our society.
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