5.2.1
‘Black or White’
Michael Jackson
Michael Jackson
Michael Jackson is a singer, dancer and songwriter who started his career as part of the band Jackson Five. The music video for ‘Black or White’ was first broadcast on 14th November 1991.
Michael Jackson
Michael Jackson
- Michael Jackson had a skin condition called Vitiligo which caused his skin to become lighter as he grew older.
- Michael Jackson was renowned for making unusual music videos.
- Michael Jackson utilised MTV’s cable channel to showcase his talents including dancing which helped to reinforce his brand.
‘Black or White’
‘Black or White’
- The video was released in 27 countries world wide.
- The audience for the video was 500 million which was the highest for a music video at the time.
- ‘Black or White’ reached number 1 in 20 countries.
- Michael Jackson was the first artist to have number ones in 1970s, 1980s and 1990s.
‘Black or White’
‘Black or White’
The video for ‘Black or White’ is unconventional as it has a 1 min 45 second intro. The rest of the video is stereotypical through dance, costume and location.
Juxtaposition
Juxtaposition
- The video for ‘Black or White’ is unconventional as it has a 1 min 45 second intro.
- The video starts in a family home in a suburban street with an establishing shot revealing Macaulay Culkin (famous for Home Alone) listening to rock music loudly.
- The scene creates juxtaposition to the child by cutting to a long shot of the parents downstairs who are not interacting.
Representation
Representation
- The representation of age is clearly stereotypical here with the child being seen as care-free and craving fun, with the parents being boring and seemingly out of love, which could be reflective of American society in 1990s.
- The intro ends following a confrontation between the child and the father and music being played so loudly that the father is blasted through the roof of the house.
Diversity
Diversity
- The remainder of the music videos see Michael Jackson embracing diversity and engaging in stereotypical scenes through dance, costume and location.
Stereotypes
Stereotypes
- The stereotype of Africa is created through the casting of black characters and constructing a desert through the mise en scene.
- The Russian stereotype is constructed through the combination of a snowstorm and the traditional Russian dress code and dance routine.
Lyrics
Lyrics
- The lyrics are ‘I ain’t scared of no sheets’ which anchors the montage of images of inclusivity.
- The ‘sheets’ refers to the KKK and helps to reaffirm the message of the video that all humans are equal.
Racial discrimination
Racial discrimination
- The video for ‘Black or White’ addresses racial discrimination which could be influenced by The Civil Rights movement which led to The Civil Rights Act of 1991.
Purpose
Purpose
The purpose of music videos can differ.
Marketing
Marketing
- Most music videos are used purely as a marketing technique to sell the song.
- By including such a strong and relevant message about civil rights in the video it is clear that the message is more important in this song than making money.
- Civil rights were especially topical when ‘Black or White’ was released.
Activism
Activism
- The choice to include this message helps to present Michael Jackson as an activist which could appeal to a black audience who may feel Michael Jackson was hypocritical as he wore makeup to make his skin lighter, which was justified by the singer as trying to cover up his condition.
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines
2.3Advertising & Marketing
2.4Print Advertisements
2.5Film Posters (Marketing)
2.6Newspapers
2.8The Guardian
3Component 1: Section B
3.1Video Games
3.3Radio
3.4No Time To Die
4Component 2: Section A
4.1Television
4.2Sitcom
5Component 2: Section B
5.1Music Video
5.2Michael Jackson
5.3Taylor Swift
Jump to other topics
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines
2.3Advertising & Marketing
2.4Print Advertisements
2.5Film Posters (Marketing)
2.6Newspapers
2.8The Guardian
3Component 1: Section B
3.1Video Games
3.3Radio
3.4No Time To Die
4Component 2: Section A
4.1Television
4.2Sitcom
5Component 2: Section B
5.1Music Video
5.2Michael Jackson
5.3Taylor Swift
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