I Listened to What that Swoosh Said

An independent and upcoming rap artists named Macklemore recently came out with his first album where examines contemporary issues in America today. In this class we talked about how we live in a very neoliberal society that places high value on materialism and individual success. In the sports and media chapter we examined how advertisers are always looking for new ways to attract customers to their product and consume it. Many tactics involve strategically placing their product's name at professional sporting events, targeting audiences on tv at specific time periods, or using athletes to represent their product. This song examines Macklemore's own experience as a young child who felt he was under serious pressure to buy the new Michael Jordan shoe or he wouldn't be popular. One line that stands out imparticular says, "My movement told me to be a consumer and I consumed it, they told me to just do it I listened to what that swoosh said, look at what that did, see it consumed my thoughts". This shows how, even as a child, Nike was able to convince Macklemore that he needed to just do it and buy their newest pair of Jordans. At the time he probably did not realize how much influence Nike had on him. This explains the concept of hegemony where individuals consent to giving companies or other groups the power of leadership and control, without even noticing sometimes. I have pasted a stanza from the song below, make sure to check out it out and the rest of Macklemore's songs.

We want what we can't have, commodity makes us want it
So expensive, damn, I just got to flaunt it
Got to show 'em, so exclusive, this that new shit
A hundred dollars for a pair of shoes I would never hoop in
Look at me, look at me, I'm a cool kid
I'm an individual, yea, but I'm part of a movement
My movement told me be a consumer and I consumed it
They told me to just do it, I listened to what that swoosh said
Look at what that swoosh did
See it consumed my thoughts
Are you stupid, don't crease 'em, just leave 'em in that box
Strangled by these laces, laces I can barely talk
That's my air bubble and I'm lost, if it pops
We are what we wear, we wear what we are
But see I look inside the mirror and think Phil Knight tricked us all
Will I stand for change, or stay in my box
These Nikes help me define me, and I'm trying to take mine, off

-Brandon Cirbo
KIN 332I