In class we discussed how communication can be used in advocacy. We explored poems, spoken words and rap and how, through their different forms, they can reach out to a certain public in a very visceral way. Poems are already different from a more typically written text, they can more easily contain a more personal aspect yet still share a message. Spoken words performed by the artists themselves push things even further, allowing for a direct connection with the author and a more emotionally charged message. Rap music, with the musical orchestration added to the words, is sharing the message almost completely through an emotional envelope, reaching the public through what he feels first to have them hooked enough to listen to the message behind.
How can communication be used in advocacy? Communication can be used in many ways, depending on the very form of communication that is adopted. This very situation brings us to another question : How much can the form of the message transform or add to what is said? To answer this question I’ll take the example of a fairly recently developed branch of the Québec rap scene, a type of rap called “franglais”, which translates in english to “frenglish”. In franglais texts, the artists are mixing french and english like they wish, mixing words from the two languages often even within sentences.
One of the main artists representing this rap movement (a movement very unique to Québec) is a band called Dead Obies. In the case of Dead Obies, the form used for their message plays a strong role in how they engage and approach various issues. Most of Dead Obies more “engaged” songs develops on what they refer to as “mental ghettos”. Like they explained in interviews, mental ghettos are the mental boxes that an individual or a group of individuals will create or adopt that will guide, limit and influence their actions. In other words, mental ghettos are socially constructed limitations and norms that exists in a specific collective mind.
Dead Obies strongly attack the mental ghetto of what can be referred to as the “american dream” (dream and lifestyle that is also very present in Canada). They deconstruct the image of the typical perfect family, living in a safe suburban neighborhood. In their song “Do or Die”, they approach in fairly dark and twisted way the subject of the existential crisis young Quebecers might encounter when confronted with the reality of “the real world”. In texts strongly charged in metaphors mixing french and english almost to a 50-50 ratio, they rap about the potential problems or phases of getting out of this mental ghetto to face reality, notably suicide, alcoholism, drug use and religious questioning. Here is the song in question (and its fairly weird yet perfectly shocking videoclip): https://www.youtube.com/watch?v=f01E-3lO_aI
Now what does Dead Obies have over a text clearly explaining the situation or even over the typical engaged rapper? First they have the “cool factor” to get the attention of the Y generation. They connect strongly with the generation that is currently building Québec’s future and that need to be address.
Second, they oppose the american dream by opposing today’s “big names” in the rap industry. America’s and Canada’s main rap artist are defending this materialistic lifestyle, the american dream. They make it look appealing through their lyrics, their social image and their videoclips. Dead Obies, by adopting a rap style so unique to Québec (and understandable almost only to Quebecers as well), are supporting their own message. The very form they choose for their art is saying “We can create change by ourselves, there’s no need to follow a dysfunctional idea of happiness”. In conclusion, the selected form of communication, if properly adapted to your cause, can strongly support what you’re advocating for.
More Dead Obies songs:
https://www.youtube.com/user/deadobiesofficiel
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