THE GHETTO FABULOUS AESTHETIC IN CONTEMPORARY BLACK CULTURE

Abstract

With diamonds, mink, and champagne, black popular culture has, in recent years, made an audacious spectacle of conspicuous commodity consumption. Commonly termed ‘bling’, the ‘ghetto fabulous’ aesthetic of these flashy displays has prompted vociferous debate about the cultural meanings of contemporary black consumerism. Is it pathological? Subversive? Deviant? Since the nineties when it first appeared, the ghetto fabulous aesthetic has left its mark on a range of cultural productions from music videos to ghetto lit, fashion to film, walking a familiar line from defiance to bowdlerization, from raucous wild child of the streets to co-opted product tagline. This essay explores a new cinematic genre within this repertoire, the ghetto fabulous genre of black film that has emerged to variously castigate and congratulate black investments in ghetto fabulous bling. Appearing at the close of the twentieth century, the genre reflects key shifts in the political imaginary and economic transformations of the ‘post-soul’ era. Drawing on two such texts, Barbershop (Tim Story 2002) and Barbershop 2: Back In Business (Kevin Rodney Sullivan 2004), studio films with all-black casts and directed by young African-American filmmakers, this analysis focuses on their engagement with contemporary cultural tensions over class and consumerism, their narrative containment of a transformative black politics, and their reconciliation of post-soul priorities with hegemonic discourses of the market. I argue that ghetto fabulous films are quintessential products of the post-soul era, their allegorical priorities in pointed accord with neo-liberal individualism and the promise of class transcendence. Performing crucial work of hegemonic cooptation, these texts offer archetypes of the ghetto entrepreneur and black enterprise itself as a salvational sphere for the urban poor. Reining in unruly desires, these texts draw working-class African Americans into the capitalist fold, articulating a post-soul politics that preaches black acquiescence with hegemonic discourses of advanced capitalism.