The use of media language in Afrika Shox by Leftfield
The use of media language in Afrika Shox by Leftfield
Genre CharacteristicsAfrika Shox is an electronic, hip hop, dub
step, dance and underground sub genre. All of these genres are
reinforced throughout the music video. The electronic part of the
genre is reinforced through the use of flashing lights, first on a
police are then through street lights. This gives the impression of
being in a club due to the strobe lighting effect it gives. The hip
hop element of the genre is shown through hip hop dancers near the
end of the music video. The hip hop dancers challenge the genre of
hip hop by being white as stereotypically hip hop dancers and hip
hop music is mainly centred around black people. This gives the
impression that white people are taking black peoples culture. The
underground and dub step part of this genre is represented by the
locations as parts of the music video are literally underground in
a car park.
IntertextualityThe very first shot in this music video is of one
of the twin towers. When this shot was taken its significance was
not known but it does add another layer to the contextual side of
the video. This shot opens the video very powerfully as it is a
high angle shot of a very industrial, mechanical building which
makes the audience feel small. It also starts off the theme of this
city being a dystopia. This shot also links intertextually with
films such as Once Upon A Time In America, Batman and Blade Runner.
All of these films show a dystopic city which is similar to the one
in this music video. Even though each of these cities are from
different points in time and even different universes they all have
similar themes through out them and each give the audience a sense
of dread and inadequacy.
Intertextuality.2There are many points during this music video
where that reference slavery. An example of this is when we first
see the character of the video he crawls up a wall towards the
light, we then see a close up of his eyes and they are clouded as
though he has been blinded by the light which is something which
used to happen when slaves would get off the boat and come into the
light for the fist time since they started to travel.There are also
references to the Vietnam war as the character has dog tags which
are commonly associated with the army and due to the characters age
the only war which he would have been able to be in would have been
Vietnam. Also because America was defeated in this war, the
veterans were and still are treated appallingly and are blamed for
the outcome of the war.
LookingIn Goodwins theory of music videos it says that there
must be a notion of looking. In the music video Afrika Shox this is
shown through a middle ages business man who is reading a
newspaper, looks up at the broken man and then looks away again as
if the broken man does not exist.There are also many extras in the
music video which watch the broken man. When they observe him it is
as though he is alien and does not belong.There are also points
where the broken man is in a large crowd and no one takes any
notice of him. This implies that if you are not wealthy or powerful
then you just blend in with the crowd and do not matter.
Lyrics and VisualsGoodwin also thought that in all music videos
that there should be a relationship between the lyrics of the song
and the visuals in the music video. Having the lyrics and the
visuals connected means that the impact of the lyrics is
significantly increased. In the music video for Afrika Shox there
are some points at which the lyrics and visuals are linked and have
great significance. An example of this is during the chorus, the
lyrics are Lets get electrified this is repeated many times and
during these lines the character in the music video is grasping at
a wire fence. This has a noteworthy impact as the fence represents
an electric fence which is traditionally used to cage animals and
so implies that the character is an uncivilised animal who should
be caged. The wire fence could also represent a prison or
concentration camp which adds meaning to the music video as a
whole, it enhances the image we are getting of the character which
is that he is of a lower class than the other people in the music
video and that he is not as good or as worthy as them.
Music and VisualsThe visuals though out this video are very
geometric which fits well with the music and the genre of the music
as the music is electronic and the geometric shapes which seem
computerised. The city as a whole gives the impression that it is
run by computers as it is very industrial and the colours are all
dull. The mise en scene of the city also add to the dystopian theme
of the music video. The lighting is noir and slightly chiaroscuro
which makes the video seem more dangerous and crime ridden. This
again adds to the overall appearance of the video.
Afrika BambaataaAfika Bambaataa is a DJ who one of the
originators of hip hop and the development of the hip hop genre and
is also the father of electro funk. So to have him in the music
video for Afrika Shox helps to reinforce the genre and also shows
that Leftfield respect the origins of the genre. During the music
video the character tries to get help from many people all of which
are white. Near the end of the music video he falls again and
Afrika Bambaataa comes to his aid, acknowledges him and offers him
help. This is significant because it suggests that only people of
the same race can help each other which is a controversial issue to
address.
