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Broadcasting the Bieber Republic: A Critical Analysis of “#thatPOWER”
Journal of Communication Inquiry Pub Date : 2020-01-27 , DOI: 10.1177/0196859920901328
Naomi Berman 1 , Chris Platania-Phung 2
Affiliation  

This article provides a critical analysis of “#thatPOWER”—a music video featuring will.i.am and Justin Bieber. This analysis focuses on the tensions and binary oppositions depicted in the video that pertain to social and geographic placement (e.g., “race,” gender, religion). Social science scholarship on youth and Wendy Brown’s account of neoliberalism are drawn on to argue that while “#thatPOWER” emphasizes individual agency and social advancement via will.i.am’s own achievements and aspirations, what is unintentionally promoted is an ironic vision of what we call the "Bieber Republic,” where agency via participatory democracy is erased. “#thatPOWER” neatly serves neoliberalism by tacitly “teaching” that social problems can be solved by individual achievement and mobility secured by inner energy and grit, backgrounded by market competition, consumerism, and technology. In this way “#thatPOWER” is complicit with what Brown calls the “stealth revolution” of neoliberalism.

中文翻译:

广播比伯共和国:对“#thatPOWER”的批判性分析

本文对“#thatPOWER”——一个由 will.i.am 和 Justin Bieber 主演的音乐视频进行了批判性分析。该分析侧重于视频中描绘的与社会和地理定位(例如,“种族”、性别、宗教)有关的紧张局势和二元对立。关于青年的社会科学奖学金和温迪·布朗对新自由主义的描述被认为,虽然“#thatPOWER”通过 will.i.am 自己的成就和抱负强调个人能动性和社会进步,但无意中提倡的是对我们的讽刺性愿景称为“比伯共和国”,通过参与式民主的代理被抹去。“#thatPOWER”巧妙地为新自由主义服务,默契地“教导”社会问题可以通过以市场竞争为背景的内在能量和勇气所确保的个人成就和流动性来解决,消费主义和技术。通过这种方式,“#thatPOWER”与布朗所说的新自由主义的“隐形革命”同谋。
更新日期:2020-01-27
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