I created this remix to highlight the commodification of race in the 2009 inauguration. The efforts to commemorate our first black President through the buying and selling of Obama products actually erased a history of radical struggle, turning black identity into another resource appropriated by the mainstream to produce capital.

Created solely from television footage collected on Inauguration Day 2009, this remix examines the illusion that racial equality can be bought, sold and “held on to”. While talk of inter-racial harmony permeated mainstream news networks, the reality of race relations remains an issue of white privilege, something that consumerism and commodification cannot solve. Through the commodification of blackness, whites are able to purchase race relations and the false image of solidarity rather than take into account and acknowledge their own white privilege.

See my previous remixes as well as essays and articles here.
You can watch the remix on Youtube here

Category: short film
Topic Tags: consumerism, elections, government, identity correction, obama, presidency, race, television