It is my observation that this video tokenizes and fetishizes culturally indigenous aspects of people displayed in the video for aesthetic purposes while simultaneously emphasizing the sociopolitical hierarchy and economic eminence of Western culture over African culture. In other words, it objectifies and appropriates African culture as a fashion accoutrement. Many Africans subsist off less than the equivalent of one U.S. dollar per day, yet artists consider it appropriate to capitalize monetarily and accrue notoriety via utilitarian access of Africans as trendy style accessories. The effects of poverty, such as unsanitary living conditions, malnutrition and disease are very real. Yet these effects of poverty were quite glossed over in this video, even completely unacknowleged. Overall, the video illustrated a portrait of a quirky, fashionable model who visited an impoverished geographical area, and then was able to go back home without having to endure the conditions many Africans experience. It was a false, kitschy and veneered portrayal of romanticized African culture, and of imperialist remnants. The video revolved around Petite, while the African people were simply stage props. The lack of awareness this artist seems to have of her idealized image of a culture versus the reality it embodies is also reflective of oblivious Western nations that are not forced to question their actions. In conclusion, the action of ignoring poverty is irresponsible and morally intolerable. While this video seems alluring, it only offers a skewed portrayal of reality.
Posted on: Sun, 25 Jan 2015 06:03:16 +0000
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