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BLACK PANTHER

Wakanda FOREVER!

There stands a man folding his arms across the chest in moments of triumph, proudly shouting the salute phrase.

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   The above image is the one which everyone is likely to stumble upon when surfing the Internet throughout the 2018 summer. Such gesture done by celebrities, athletes and even school teachers helds power to unite the global African diaspora has its origin from Marvel's superhero film, Black Panther (Gander, 2018). With the majority of black talents, both in front and behind the camera, they have succeeded in preserving African beauty and its rich culture. It is to me a groundbreaking celebration of black identity.

 

   The phenomenon was well-loved until Black Panther was nominated for seven Academy Awards, including the Best Picture category (Variety, 2019). In Vietnam, there has been a movie hate train rolling through social media (Ha Linh, 2019). People voice their disdain saying that the only reason for such a mediocre film to become the Oscars nominee is because it is playing the race card.

 

 

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   From my standpoint, I agree that Black Panther cannot beat other nominees to grab the Best Picture statue. Still, I think it is worthy of being on the list. Firstly, it is the first comic book adaptation ever that rises above the realm of sci-fi movies to land the Best Picture nod from the Academy (Rozsa, 2019). Long gone the time when the mass criticises superhero blockbusters are for kids. They are the epic of our modern age as they grapple with current issues such as arms dealing, corruption and government regulation. Hence, the fact that Black Panther appears in Oscar lineup is seen as a cultural milestone because the Academy has finally acknowledged comic movie as a form of art. Secondly, the plot itself has done a great job in developing three-dimensional characters. Also, it never lags in cinematography. Finally, if ever the race card is regarded as Black Panther's forte, I believe it is only because the movie has excellently portrayed the black community in an advanced way, not the other way round. Wakanda is built as a utopia where black people are technological geniuses and warriors who can fight to save the day. It evokes pride and taps into a brighter vision in which “little black children will grow up with “Wakanda forever"” _ Oprah Winfrey (Feinberg, 2018).

 

   Indeed, everyone has their criteria to appraise one movie. What I am trying to say is, there are many facets that one should take into consideration before judging any subject. However, from what I saw in the Black Panther fuss, the majority of our audience use the race issue as the only argument to turn against the movie. It triggers me that whether or not the audience is becoming hypersensitive to the movement. The media has been flooding our feeds with empowering adverts. It is so abundant that people start to constrict perspectives and tie their thought into the mould of trendiness. Some of them mention these terms as to show that they are self-righteous and up to speed. Such negative coercion in feeling eventually leads to a resistance to the racial equality topic.  

 

 

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   Conversely, It is a matter that advertisers should keep in mind. Even though contents which interweave with culture can easily attract the audience, they still have to be well-considered and well-intentioned. Audiences will soon be fed up with dull and rigid messages. The recent Captain Marvel backlash by Vietnamese mass is the perfect example of the case. There are tons of feminism PR follow the film from the beginning, and It has the opening night on the International Women's Day as a way to cherish female (Tuan Vu, 2019). Ironically, as I have mentioned, since Vietnamese audience nowadays tends to look at the issue only through a pigeonhole of social values which are established continuously by the media, they easily get overwhelmed with copious feminist statements that they decide to turn their back on the movie.

 

   Moreover, looking back at the Black Panther trend, one reason that stacks up to its popularity is the timely theme. The glorious Wakanda is seen as an antidote to Trump's comment on African countries as “shithole” one week before the film premiere (Vitali, Hunt & V, 2018). However, putting the case in the local context, I do not think it can be as successful as it had been. The reason is our political dissent is limited due to the government's maintenance of political control (Libson, 2019). Hence, there will be less dynamic conversations and confrontation stirring up the Internet. In other words, a winning formula does not always guarantee fruitful results. Marketers should always reflect on different contexts.

   In conclusion, The Black Panther trend has given me a chance to look deeper in audiences' mind and motivated me to be more mindful, as both a consumer and a media practitioner.

Reference list  

Davis, D 2019, Wakanda Forever, gif, viewed 24 March 2019, <https://tenor.com/view/blank-panther-wakanda-salute-gif-12652126>.

 

Captain Marvel, n.d. Photograph, viewed 24 March 2019, <https://www.comixology.co.uk/Captain-Marvel-2014-2015/comics-series/15021>.

 

Feinberg, S 2018, ‘Oscars: Oprah Winfrey Endorses 'Black Panther,' Calling It "Bigger Than a Movie"’, Hollywood reporter, 19 December, viewed 25 March 2019, <https://www.hollywoodreporter.com/race/oprah-winfrey-endorses-black-panther-calling-it-bigger-a-movie-1170983>.

 

Gander, K 2018, ‘IS THE BLACK PANTHER 'WAKANDA SALUTE' BECOMING A SYMBOL OF BLACK PRIDE?’, Newsweek, 13 March, viewed 20 March 2019, <https://www.newsweek.com/wakanda-salute-becoming-symbol-black-solidarity-842294>.

 

Ha Linh 2019, ‘Chưa kịp ăn mừng đề cử Oscar, “Black Panther” lại bị chỉ trích vì không xứng đáng’, VTV news, 23 January, viewed 23 March 2019, <https://vtv.vn/van-hoa-giai-tri/chua-kip-an-mung-de-cu-oscar-black-panther-lai-bi-chi-trich-vi-khong-xung-dang-20190123103738464.htm>.

 

Lazah, Z 2018, Black Panther, Photograph, viewed 24 March 2019, <https://www.vanityfair.com/hollywood/2018/08/best-popular-movie-oscar-changes-black-panther?verso=true>

 

Libson, Q 2019, ‘What does Vietnam’s new cyber law mean for online dissent?’, ANN, 15 January, viewed 24 March 2019, <https://asianews.network/2019/01/15/what-does-vietnams-new-cyber-law-mean-for-online-dissent/>.

 

Rozsa, M 2019, ‘"Black Panther" deserves a Best Picture Oscar nomination. "The Dark Knight" didn't’, Salon, 23 January, viewed 24 March 2019, <https://www.salon.com/2019/01/23/black-panther-deserves-a-best-picture-oscar-nomination-the-dark-knight-didnt/>.

 

Tuan Vu, 2019, ‘Ủng hộ nữ quyền mạnh mẽ, nữ chính 'Captain Marvel' Brie Larson có đang làm fan ngao ngán?’, Bao moi, 26 February, viewed 24 March 2019, <https://baomoi.com/ung-ho-nu-quyen-manh-me-nu-chinh-captain-marvel-brie-larson-co-dang-lam-fan-ngao-ngan/c/29786615.epi>.

 

Variety 2019, ‘Oscar nomination 2019: The complete list', Variety, 22 January, viewed 23 March 2019, <https://variety.com/2019/film/news/oscar-nominations-2019-list-1203112405/>.

 

Vitali, A, Hunt, K & V, FT 2018, ‘Trump referred to Haiti and African nations as 'shithole' countries’, NBC News, 12 January, viewed 22 March 2019, <https://www.nbcnews.com/politics/white-house/trump-referred-haiti-african-countries-shithole-nations-n836946>.

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