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Redistribution In Still I Rise

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The video advertisement titled “Still I Rise – Gail Marquis” by the University of Phoenix published in 2016 incorporates the poem “Still I Rise” by Maya Angelou to showcase the obstacles and hardships in the life of a former student, Gail Marquis. The purpose of the university’s ad is to use Angelou’s famous poem along with Marquis’s background to both inspire and persuade others. The advertisement encourages individuals to achieve higher education and get a college degree no matter the complications one may face. The combination of the visual and the poem advocate and advertise the college itself while appealing to the audience with a famous poem. This contemporary advertisement from the University of Phoenix is an example of redistribution …show more content…

Maya Angelou’s “Still I Rise” has been popular for years, used in educational settings and daily life settings. This poem holds a lot of weight in people’s heart, ranging from young girls to men but especially women of color. The poem was written by Maya Angelou at a time when black people faced severe systemic racism and discrimination, and her poem specifically raised attention to what black women being a double minority, faced in America. Using this specific poem for the advertisement adds onto and updates the message behind the poem through a new audience in a way. This remix is directed more towards college students now. The message is still about overcoming and not giving up, it is just shown in a different light through the video, being specifically related to college …show more content…

The same message is being portrayed in this advertisement, just to a different audience which aligns with redistribution. This remix does not fall in the lines with reappropriation because the poem “Still I Rise” is not being altered or challenged in any way. With this specific advertisement, the poem is verbatim, being recited in the voice of Maya Angelou herself. The advertisement does not align with the typology genre play either as it does not move in and out of genre expectations. University of Phoenix’s Still I Rise advertisement does not support the typologies: assemblage, reappropriation, or genre play because it falls under redistribution instead. Redistribution happens when “a text reaches a new audience; expresses opinions and/or mobilizes collective action” (Edwards 47). This advertisement does just that as the “Still I Rise,” Maya Angelou poem is an already existing text. The audience of the advertisement is narrowed down to college students and the text is spread further within the

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