Let’s assume that Jay was not considering his impact on the image of Africa while he stood next to two gorgeous women holding lion cubs in the middle of a South-African game reserve. If Jay had understood how great of an influence he holds on America’s illustration of Africa, would he have taken the shot in the most stereotypical African scenery? As the owner of Rocawear, Jay could have chosen any male-model to be in the picture, yet he chose himself to strike the powerful pose. He could have chosen any place in the world to take the shot, yet he chose an area of Africa that is home to tourists and wild game. He could have made a positive difference in the way Americans perceive Africa, yet he showed the continent as an uninhabited territory that epitomizes the western world’s ignorant concept of the land. Although Jay’s conscious intentions likely included appealing to the masses, glorifying himself and his product, and making money, his exotic approach towards accomplishing success is no different than that of the colonial European map-makers, who recorded Africa solely to appeal their consumer’s interests and desires. With Urban-America in the palm of his hand, Jay-Z has unintentionally engrained the stereotypical image of Africa into the minds of America’s youth.
