TBC - AMA LOU
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quoting the infamous last words
"I can't breathe" of Eric Garner, who died as a victim of institutional racism in the US - 2014
As the artists herself explains in various interviews, this song is a reference to current events and historical issues, specifically ones affecting ethnic minorities throughout the world. Such as the African-Caribbeans in the UK, when taking into account the ethnic annihilation.
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The song represents a call for social change, as a society from both a collective and individual perspective. When taking into account the verses, they're portraying a sense of togetherness, representing a united activist generation fighting and resisting an archaic society, as stated by Ama Lou.
The chorus is a representation of the perspective of those trying to change the oppressive features of this society, such as feminists.
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a satirical mockery of today's media propagandistic approach on this millennial generation and activist movements, labelled as 'crazy' instead of positive and useful.
Besides its auditory beauty, the strong political message it presents helped me decide upon this song. When analysing it, I found it very interesting - how the articulation of this song represents a common set of perceptions and values shared by a particular generation. In this way, it can only be understood with the necessary cultural knowledge specific to millenials and generation Z.
On the other hand, given the complexity and controversiality of this topic, I opted to create a contrast through its visual articulation, which differs from the artists intended message. My initial idea was an interpretative and conceptual video, based on my interpretation of this media text, not considering its cultural connotation. From the perspective of a prosumer, I aimed to provide the targeted audience with a diverse final product, demonstrating the plausibility of alternate understandings.
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My interpretation of these lyrics is still related to contemporary societal issues, but from an individual's perspective. This is based around the notion of the media saturated society locking individuals in a state of false consciousness, unable to distinguish reality. This is expressed through the extensive use of abstract visuals and their clash with natural elements and surroundings. In this case the words :
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"I can't breathe" reflect the protagonists feeling of suffocation caused by the overwhelming and unrealistic standards set by media.
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"burn my hotel down" - referring to the destruction of one's own mindset and personal ideology taken over by the mainstream one endorsed by the media.
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"pretty girls seem to get their way" - how individuals who accept the endorsed framework and follow such unrealistic standards are more socially accepted.