Abstract

In this text, we present an analysis of the videoclip “This is America” and its signage, including its artistic, aesthetic processes and its media relationship, making a brief historical contextualization of its poetics and technological evolution. We understand the body of the actor / rapper Glover as a kind of activist that develops his work as a new type of cultural agent, more aware of his role of artist and political activist, a kind of a new star system of the contemporary world within Cyberculture. We also investigate how the videoclip manages to articulate sound, imagery and performance aiming to achieve a status of leader and meaning producer. Departing from the theoretical conceptions of Jacques Rancière, Gilles Deleuze, Michel Chion, Arlindo Machado and Denise Azevedo Duarte Guimarães, among others, we focus on the aesthetic analysis of the videoclip and its relations with sociocultural contexts. “This is America” is an intelligent, social and political music video, acting against racism and media’s indifference to the topic.