‘Wrapped up’: ideological setting and figurative meaning in African-American gospel rap

Abstract

In this article I shall attempt to demonstrate the application of an ideology-critical framework designed to give a comprehensive and differentiated account of textual ‘contradictions’ and ‘tensions’ in symbolic forms. Based on Johann Visagie's figurative semiotics of ideological discourse, this theoretical schema is demonstrated via an extensive analysis of the gospel rap video wrapped up by the African-American group Dawkins & Dawkins. As a metaphorically mediated enactment of contemporary-religious meaning, this instance of gospel rap is analysed as a forthright yet complex example of structural ambiguity. Allowing for a detailed reading of the semiotic layering surrounding and infiltrating all dimensions of this text, my interpretation problematises its reading as an uncomplicated, commercialised excursion into the pleasures of an embodied, danced religion. In both ‘highlighting’ and ‘hiding’ the layers of cultural meaning built into the metaphor of danced religion, wrapped up celebrates black religious identity without distancing it from underlying ideological formations associated with collective suffering and social injustice.