I am struggling with this video by Beyoncé. On one hand it is powerful, yet on the other hand she is still a bit of a sellout to capitalist norms that exploits black sexual desires. Hence, an interesting paradox about cultural exploitation in the video. She will fool many; however, watch carefully and challenge the approach. Brother Du Bois often struggled with this too. I like that bell hooks reminded us of Beyoncé’s virtues and support of ideological ambitions that further the modern enslavement of black folks by empowering imperialism. This video is clearly present day and antebellum; it aims to heighten one’s awareness, while reminding us of white male sexual dominance of black women. Also, it shapes a southern black spirit I first learned in my reading of Toni Morrison’s “The Bluest Eye” and Alice Walker’s “The Color Purple”. We black folks have built a temple of idolatry comprised of black celebrities who prey on black folks financial campaign. I watched this video and I see a conflicting political message. Yes — like Beyoncé and other slaves to the industry, I am complicit in my contributions to the industry. I must admit that as an artist this is brilliant. It will challenge us for a while as we think about race, power, and the importance of feminism.


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