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Commodity Fetishism and the
Theory of Surplus Shock Value
bell hooks, in her essay "Eating the Other," names rap music as a site
where the most desired body of white supremacist culture can be displayed:
the young black male body. Within a world unable to feel (suffering from
"anhedonia"), bored, numbed by
the hyperreality of the mass media and the increasingly abstract nature
of social relationships, consumers—especially young white men—come to desire
the image of the outside, of the undomesticated, of the wild. hooks
writes, "It is the young black male body that is seen as epitomizing this
promise of wildness, of unlimited physical prowess and unbridled eroticism."1
This is nothing new. The continuing desirability of this body links the
bad present to the worse past while concurrently supplying the overculture
with an object for its polymorphously perverse fantasies. "It was this
black body that was most 'desired' for its labor in slavery, and it is
this body that is most represented in contemporary popular culture as the
body to be watched, imitated, desired, possessed." The brutal physical
exploitation practiced by the slave master is repeated in a virtual mode
via television, film, and recorded music.
More than pleasure, the young black body offers stimulation in all
its calculated ambiguity. As hooks mentions, this phantasmagoric site of
socialized (and racist) desire, the screen onto which the most extravagant
pleasure is projected, has a real counterpart that suffers repeated assaults
by "white racist violence, black on black violence, the violence of overwork
and the violence of addiction and disease." This violence itself produces
the intensity at whose core we find the black male body. hooks suggests
that living beneath the constant specter of violence, "living on the edge,
so close to the possibility of being 'exterminated' (which is how many
young black males feel) heightens one's ability to risk and make one's
pleasure more intense."2
These young men thus embody that which Western culture longs for, what
Foucault called "complete total pleasure, the pleasure," a pleasure
that could slay us with pleasure.3
Foucault explained that this pleasure, capable of taking us to the limit
of being and beyond, was the model for true pleasure. |
It is
the
young black male
body that is seen as epitomizing
this promise of
wildness,
of unlimited
physical
prowess
and unbridled
eroticism |
hooks writes that the black male body, the locus of this fatal pleasure,
is both "desired and dangerous." The desirability of this body depends
on its relation to death and violence, to the intensity of danger. In a
reversal of fortune, the danger that produces the body becomes a danger
emanating from the body. This perceived threat particularly (and perhaps
only) in its commodified form is in turn desirable. The more militant and
violent the message, the more menacing the product, the more desirable
it becomes, for the young white male longs for the thrill of death, even
the death threat, reaching out across the vast proximity of the commodity.
Therein lies one paradox of the attraction exercised by gangsta rap.
It has shock value. Not only does the dense sound montage exercise a power
over the body, but the violence described and practiced by the lyrical
track shocks the body. The rapper RBX,
rapping on Dr. Dre's megahit, "The Chronic" (1993), expresses this shocking
moment when he says, "You're a victim from my drive-by of thoughts." He's
addressing the listener. Gangsta rhymes must be conceived as acts of violence
(however blunted by the mediation provided by the commodity): "Cuz
what I said/Split his head" (RBX). The white male body, which enjoys the
shock dealt by this music, does not go so far as to establish a physical
proximity to the black male bodies producing it. He keeps his masochism
virtual and leaves the ordeal of "direct contact" to the massive apparatus
of the culture industry (and the "thin blue line").
The erasure of physical community is just one by-product of the electronic
public sphere's ascendancy. Describing the situation, bell hooks writes,
"Communities of resistance are replaced by communities of consumption."
These latter communities are notoriously apolitical and difficult to mobilize,
primarily because they do not occupy a precisely localizable physical space.
They are distributed throughout the country, constituting so many nexes
of the electric web. The political impact of this music is affected by
this diffusion in social space, a diffusion that makes it "easy for consumers
to ignore political messages" (hooks), but also by the absence of an organized
political opposition that could anchor it in concrete activism.
Thanks to this isolation/diffusion, the model for political action that
arises within the context of rap music is that of the urban guerrilla.
Gangsta rap, at certain moments, becomes an electronic/virtual Black Liberation
Army. One group that has called most emphatically for the replacement of
the gangsta by the guerrilla is Da Lench Mob. They have done so most recently
on the soundtrack to Menace II Society (on the track, "A Guerrilla's
Not a Gangsta"), as well as on their 1992 release, Guerrillas in tha
Mist, produced by Ice Cube (who also wrote or co-wrote most of the
songs). The title refers to the infamous references to "Gorillas in the
Mist" made by police officers during the Rodney King beating. Da Lench
Mob (and independently the rapper Paris) reappropriated the racist image
of the black "savage" in the jungle, turning it into one of the most threatening
images from the standpoint of white hegemony: the guerrilla.
Because the main threat to imperialist hegemony has been offered by
guerrilla movements from Peru to Afghanistan, and thanks to the "defeat"
of the United States at the hands of a guerrilla force in Vietnam (not
to mention the recent guerrilla resistance in Somalia), open identification
with the guerrilla here mobilizes a complex network of cultural anxieties.
The connection to Third World struggles is made explicit by Da Lench Mob
in their video for "Guerrillas in tha Mist." This video depicts
a series of violent encounters, in a jungle setting, between helicopter-borne
American troops and black-clad guerrilla fighters (played by Da Lench Mob
and Ice Cube). What could be interpreted metaphorically as a cop-killer
scenario is explicitly an anti-imperialist scenario. It is not so much
their militant nationalism (and repeated references to the Nation of Islam)
that comprise the hegemonic challenge issued by Da Lench Mob as it is their
understated vision of solidarity between liberation struggles here and
abroad.
The white male consumers of this music, to the extent that they exist,
find themselves on the receiving end of the hate and the rage expressed
in it. This can upset them, but because it fulfills the law of shock value,
it can also produce a fascination or desire for this music. Da Lench Mob
consciously assume the image of black men as threatening and wild, and
then supercharge this image with political fury. They make it clear that
the violence emanating from them has its source in the structures of racist
oppression permeating American society, a fact expressed most boldly in
their invocation of "lynching" as an appropriate mode of oppositional practice
(the critical difference being the white body hanging from the end of the
rope). Guerrillas in tha Mist attempts to redirect the pervasive
violence of the ghetto. Rather than killing based on drug-related territory
infringement or macho competition, Da Lench Mob suggest turning the violence
on the enemies of the people: cops, drug dealers, and sundry white
interlopers.
The fact that Da Lench Mob are not political leaders but rather "entertainers"
means that quotation marks may be placed around their every enunciation.
They are characters speaking. This aesthetic camouflage allows them to
speak, but it esotericizes their political effect. As mentioned, the political
impact of this music, even when it is more or less expressly political,
must contend with all the depoliticizing effects of its commodification.
However, this depoliticization of the product takes place within a relation
that is political through and through—a contradiction that creates an opening
for resistant maneuvers and interventions. bell hooks's remark that consumers
could ignore the political message or information disseminated through
the music implies the contrary: consumers could pay attention to precisely
that element.
There is always the possibility that the consumer could hear marching
orders in the grooves pumping from the sound system. For example, on Ice
Cube's recent album, The Predator (1992), in the rap "Now I Gotta
Wetcha," he sends out a revolutionary APB: "Guerrillas, guerrillas,/
report to the mist." One reviewer of this album
(in Time, December 28, 1992) heard the line as, "Gorillas, gorillas,/report
to the mist." The reviewer reverses the political alliance invoked by Ice
Cube in this line (and simultaneously reveals a racist substructure to
his auditory system). Although the order as articulated by Ice Cube presupposes
the existence of guerrillas, his music and that of Da Lench Mob represents
an important step in the production of the guerrilla. By virtue of the
mythic, enunciative power of the aesthetic, calling the guerrillas to action
simultaneously calls them into being.
We could thus conceive of a diffuse war of resistance and liberation
being waged against the forces of white supremacy with rap music serving
as its communication system. Ice-T puts this into practice in a piece called
"Message to the Soldiers." Here he addresses the faceless "soldiers" in
the war against racist oppression, sending them warnings and tactical suggestions.
His advice, "Speak in code/cuz you're never alone," raises the possibility
of transmitting esoteric or subliminal signals to waiting cadres through
the rap format. This "message" appears on Ice-T's Home Invasion
album, a recording that demonstrates that, more than mere instrument of
communication, the gangsta rap commodity can function as the actual guerrilla
fighter. It, not the rapper, infiltrates the camp of the oppressor (like
a kind of Trojan horse). The medium here truly is the message. The image
of the "home invasion" is both metaphoric and surprisingly literal. Rap
music, as the objectified representative of the gangsta, invades the white
world and steals white kids.
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