I was eight years old when my older brother introduced me to the song, “Where is the Love?” by the Black Eyed Peas. Almost immediately, the song impacted my peers and me. The cultural anthem became an instant hit when it was released in 2003. Currently sitting with over 134 million views on YouTube, “Where is the Love?” continues to remain relevant in the younger generation today. Climbing all the way to number eight the U.S. Billboard Top 100 in 2003, “Where is the Love?” has been a catalyst in the discussions about social and cultural issues in the modern world.
The images combined with the influential lyrics create a persuasive argument that captured the attention of a significant amount of the younger audience. The video portrays a strong message and cultural phenomenon with the question mark sign that is the prominent focus throughout the video. In addition, the use of a documentary style and lighting add to the overall feeling and theme the Black Eyed Peas and producer Will.I.Am. were portraying in their video.
The opening shot is a crumpled, question mark poster that is being held by a social activist as he runs through the streets. The question mark then shows up in every shot. They are being thrown on cars, put on windows, stuck on street signs, tattooed, and hung from billboards. The video quickly develops this punctuation into a sign. This sign is put onto everyday objects, serving as a constant reminder. Anyone who sees the question mark is going to likely think, “Where is the love in our society?” The crumpled poster mentioned in the first shot serves as a symbol that love and social equality must prevail even if it is broken down.
It is also important to note how the posters of the question marks are being put up. Social activists are shown sprinting through the streets throwing them up on anything within reach as if it is illegal to be seen putting them up. This is a symbol that it is frowned upon to speak up for change. Often change is resisted in a society, and it can be dangerous to draw attention to the need for it. This is also solidified when Black Eyed Peas member Apl.De.Ap is arrested for putting a flyer on a bus. He then raps about how fairness and equality have given way to animosity. He also urges society to open their eyes, because biased, mainstream media is influencing young minds in a dangerous way. This is an effective way to influence mainstream media by drawing attention to its flaws.
The music video is shot in a documentary style, which adds to the overall tone. The camera is shaky, as if it was by pure chance that the social activists are caught on video. The video also has a blue-gray tone to it. This lighting makes the city of Los Angeles look lifeless. By using this dark lighting, the producers were successful in sending the message that the world will be die without compassion. Society needs to open up their eyes to the pain they are causing. Once the younger generation depicted in the video opened their eyes to the change, the lighting became brighter and warmer.
“Where is the Love?” by the Black Eyed Peas started a cultural movement through their video. They urged the younger generation to stand up for equality and compassion. Many critics have used this sign in different ways to draw attention to a need for change. Bill Scott mentioned in his critique how the video creates a spiritual message. This video successfully used a punctuation mark as a catalyst for change.
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