A music video is a media text that incorporates sound and
film to advertise and promote the image and ideology of an artist. A music
video is an essential aspect of a music campaign and raises awareness for the artist’s
music; therefore helping to increase profits, the status and demand for the
artist.
Madonna’s music video for her song ‘Like a Prayer’ is highly
controversial. Firstly, she was breaking away from her dance-pop music and
following a different ideology which featured matured and deeper lyrics. The
music video is very provocative, discussing issues of race, sexual oppression
and religion. The imagery used depicts racism, rape and sexual behaviour in
church all of which, especially, at the time of release in 1989 were sensitive
subjects that were rarely discussed. The controversial topics angered many
religious organisations due to elements that broke moral and religious codes in
the video.
Madonna is a world renowned artist and considered a star by
Richard Dyer’s star theory. She is known for her provocative and Avant-guard
style, this is a construction by the institution in order to distinguish her as
an artist and to create as much profit for the institution.
Her music videos
and songs construct her as being original, creative, rebellious and her
tendency to push the limits of society and break away from the norm. Due to her
innovative and experimental nature she is considered an icon in music and a
major influence to many present artists which cements her as a ‘star’ in Dyer’s
theory. Her status and recognition, has developed from the fact that her
audience has accepted her ideology and appreciated her, which in turn has led
to her success.
Keith Negus proposed a theory which stated that
artists/bands are either organic or synthetic. Artists/bands who are organic,
write their own music and are more natural in their image. On the other hand,
synthetic artists/bands are constructed and unrealistic figures who are
controlled and crafted by the industry. By this definition Madonna would be
considered a synthetic artist because she has been constructed by her record
company, in order to appeal to audiences. By looking at her music videos and
album covers she is featured prominently in the forefront, this is to promote
her image; and is an element/technique predominantly used by synthetic artists.
Additionally her clothing style is flamboyant and exciting connoting that she
is a fake persona, thus reinforcing her synthetic image.
The technological convention of using a long shot of Madonna
as she dances in front of burning crosses, allows her to be fully shown and
emphasises her provocative dancing and revealing clothing which clashes with
the religious significance of the crosses, because it goes against the moral
values of Christian beliefs.
Additionally the burning crosses are strong
symbolic convention, because they connote to the KKK (Klu Klux Klan) a racist
white supremacist group which were known for committing violent and horrible
crimes against people of colour, especially black people. The burning cross was
planted in front of the homes of black people which meant they were targets and
would be killed. The burning crosses featured numerous times throughout the
video are controversial because they are a sensitive subject and image for
black people and are synonymous with hate crimes. By dancing in front of them
it make look like Madonna is glorifying the KKK.
However when looking at the
different elements in the video where she interacts with black people, the burning
cross may serve as a reminder of the horror and injustice committed against
black people.
Another symbolic convention used is when she enters the
church and the statue of Jesus is black. This would be controversial because in
western societies Jesus has been represented as being white and to change him
to black would almost be considered sacrilegious because again it breaks
society’s expectation. I think Madonna was trying to say that Jesus was not white;
he was Middle Eastern so he would have been darker than how he is presented in
western societies. Thus making people aware, especially white supremacists that
the religion they follow is based off a man who was a person of colour.
In another shot, Madonna is being kissed and most likely having
sex with Jesus. This would have been extremely controversial as Jesus is
considered a pure figure and the bible states that he was not married therefore
to show Jesus having sex with Madonna would have been considered blasphemous
because she is shaking the foundations of Christian morals and beliefs. The
sexual relation between Jesus and Madonna also has a double meaning, he is
black and she is white. She is in an interracial relationship which at that
time (and now) was to some degree considered taboo. She is expressing that
people of any colour can love each other.
The technical conventions of having a bright light on her
face, makes her appear holy and pure, connoting that she is the Virgin Mary.
Because she is taking the role of a religious figure this would be considered
controversial because it would be blasphemous. T
his would also have some
intertextuality with her previous 1984 hit ‘Like a Virgin’.
Madonna then goes on the pick up a knife the semiotics of
the knife suggests that she is violent which juxtaposes the peaceful environment
of the church, after picking the knife up she drops it and the shot reveals her
hands to have stigmata. The element of stigmata connotes that she is Jesus
which is another example of Madonna adopting the role of a holy figure which
would be sacrilegious and controversial for Christians.
The symbolic conventions of her lyrics also are
controversial she says “When you call my name it's like a little prayer/ I'm
down on my knees, I wanna take you there”. The lyrics firstly suggest because
she is in church that she is on her knees praying. However, the addition of “I
wanna take you there” strongly suggests that she is engaging in a sexual act
and wants to pleasure ‘Jesus’. This again refers to her having sex with Jesus and
in a church which is blasphemous to Christian beliefs.
In conclusion, Madonna’s music video for ‘Like a Prayer’ can
be considered the most controversial music video ever made. Due to the fact
that it explicitly explores sex, race and religion, all of which are highly
sensitive topics; more so when they are combined. Her provocative dancing and
clothing combined with imagery of burning crosses and having sexual relations
with a ‘black’ Jesus are and were extremely controversial when it was released.
The video breaks society’s expectations of a music video and the norms. Her
music video provokes the audience to talk more and discuss issues involving
race, religion and sex and by being very visual she is trying to inspire a
global discussion.
No comments:
Post a Comment