Disclaimer: This video is highly obscene!
Jon Lajoie is the performer in this video, in fact, he is all of the characters. As author he controls the focus of the next five minutes of the video. What he does so brilliantly in this video is make fun of the subculture of hip-hop and the music industries hegemonic control over culture. By making a parody of the music industry he steps outside of our constructed reality and pokes fun at rap groups and the different types of characters that make up our culture's ideology of what, arbitrarily and historically, a hip-hop group should look like. The rhetoric of this video that Lajoie is trying to focus on is the belief in our culture that being a famous MC is the highest attainable notion of cool that a person can be. He makes his argument much more compelling because he is Caucsasian. Again, historically, Caucasians have been notoriously bad, save a select few.
Jon Lajoie has a lot of hilarious videos of this nature, poking fun at the images we see and what they mean to us through semiotics. I especially enjoyed seeing the Lethal Weapon MC's, to me they showed how ordinary people often dress according to "hip hop fashion."
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