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Marita B. Djupvik's Welcome To The Candy Shop

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In “Welcome to the Candy Shop…”, Marita B. Djupvik examines what she finds to be conflicting representations of Black Masculinity in 50 Cent’s music video for “Candy Shop” which was released ten years ago (2005). Djupvik’s thesis in this article is as follows “I propose that the macho masculinity presented here is threatened when the male body is on display, but 50 Cent reassures himself (and his audience) through selective framing involving both other performers and the music,” (209) which doesn’t even begin encompass the broad scope of themes and tactics she explores that are used by 50 Cent, but it is an introduction nonetheless. Overall she aims to examine quite a few things in this review of the music video including 50 Cent’s characters …show more content…

Her methods of research consist mostly of the observations and professional opinions of other people found in literature on the subjects of music, Hip Hop, masculinity, etc. and Djupvik occasionally referenced feminist theory in regards to the patriarchy. The writers’ goals and how she addresses them are ultimately straightforward. Overall, I have a positive response to the article although I find that the video and artist Djupvik chose are slightly irrelevant given the time it was written (2014) because of the diversity in the Rap/Hip-Hop industry today and their respective music videos, and her explanation of vocal style was a low point in the text as far as capturing my attention as a …show more content…

I find her explanation of this point to be especially convincing; Djupvik argues that 50 Cent displays power, popularity, and wealth in “Candy Shop” (221) and she uses the following example of a line in his rap to highlight the overtures of sexuality and masculinity that intertwine almost every scene of the “Candy Shop”: “I’m trying to explain baby the best way I can, I’ll melt in your mouth girl not in your hand, ha ha.” (221) Her analysis of this line and 50 Cent’s use of parody to amplify his sexual prowess as well as create a contrast between the audience in which the line was initially intended for and his promiscuity in the music video was quite strong. Djupvik states, “These commercials are especially meant to appeal to the mother in a ‘standard’ core family who can give her children treats without worrying about chocolate-stained clothes. The m&m commercials could not be further from 50 Cent’s “Candy Shop.”” (221) She points out that there’s a huge contrast between his harem, sexual, and explicitly masculine motif compared to the intended image of the phrase: a picture-perfect, white, middle-class family, and he adds several layers to the joke by using the slogan to describe oral sex in a comical way. “The way

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