Madonna - Controversies continued…

The "Like A Prayer" Controversy

In 1989 Madonna found herself at the center of a "cola war" controversy. Madonna had signed a deal with Pepsi Cola wherein her lead single, the title track for the album 'Like a Prayer', would be debuted as a Pepsi commercial in which Madonna would appear. The squeaky-clean soda commercial debuted during an episode of 'The Cosby Show'. But the following week, Madonna's own video version of the song debuted on MTV. This version was not at all "family friendly" by many people's estimations. This version had Madonna French kissing a black saint in church, witnessing a graphic murder, and then dancing in front of a field of burning crosses. Amid threats of boycotts, Pepsi yanked the commercial. But Madonna got to keep her $5 million endorsement. (Again, the controversial video can be found on 'Madonna - The Immaculate Collection'.)

Madonna first arrived in the national popular culture in 1984 with her song "Borderline". She moved very quickly in the ensuing years to make several records (many of which have gone multi-platinum) and to take several world tours with sold-out concerts, and has caused quite a bit of controversy in what she has done in the public eye. Examples include posing nude for Penthouse magazine (and announcing afterwards that she was not ashamed for doing it), marrying (and subsequently divorcing) actor and media-avoider Sean Penn, creating a fashion trend (which was primarily popular with teenage girls), and making truly atrocious movies which the critics hated and the people refused to see (the only two exceptions are Dick Tracy and Truth or Dare, her controversial yet fascinating self-documentary about her tour of the same name). It seems that Madonna seems to enjoy attention, good or bad, and it seems like she feeds on her own controversy. Her songs, and the music videos which accompany them, are no exception to this. However, the things she does and the images she projects requests contemporary society to reflect on itself, and to possibly re-create itself in innovative and inventive styles. Perhaps she always breaks with convention because she sees things in a different light than the rest of society. Let’s analyze the video which accompanies the title track from her 1989 album, "Like A Prayer," which certainly had its share of controversy.

Probably the most startling image in the music video was that of several burning crosses on a lawn or a hill. These crosses were in the background, while Madonna was facing the camera and singing. The radical approach to dispose of any religion (or a person's religious or pious fervor) is at least shocking. The cross is the symbol of Christianity and all it stands for. Seeing the cross engulfed in fire -- which symbolizes (and is) a destructive force -- would be very disturbing for anyone to see, Christian or not. Furthermore, the fact that Madonna is singing in front of the crosses (and consequently, not doing anything to stop the crosses burning) implies that she condones cross-burning.

The controversy surrounding "Like A Prayer" was enough to affect her recent $5 million deal to advertise for Pepsi. She filmed a commercial using "Like A Prayer" as the music, but as soon as Pepsi saw the "Like A Prayer" video they pulled the plug on the ad campaign, airing the commercial only a handful of times while still making Madonna $5 million richer.

The Sex/"Erotica"/Body of Evidence Controversy

The following year (1992) found Madonna at the center of yet another sexually-drenched controversy, but this one was far more intense than any of the past, and it actually threatened to damage her career. Madonna released 'Sex', a picture book depicting an often naked Madonna engaged in many sexual acts with various partners, including rappers Big Daddy Kane and Vanilla Ice, actress Isabella Rosalini, and model Naomi Campbell. The following weeks saw the release of Madonna's most sexually overt album to date: 'Erotica'. Not surprisingly, the video for the lead single, 'Madonna: Erotica/Video Single', was banned from MTV after only a few late night airings. And when 'Body of Evidence' was released in early 1993, the public seemed to have had enough of Madonna. Some critics said she had finally gone too far this time and that her career was over.

The Britney Spears Kiss

The audience of MTV's twentieth annual Video Music Awards on August 28th knew they were in for something a little bit different for this year's opening act, but few were prepared for what they saw. Britney and Christina opened the VMA show dressed like brides singing Madonna's classic hit "Like a Virgin," which then segued into Madonna's new song "Hollywood" as Madonna stepped out of the wedding cake wearing a modified tuxedo. What ensued was a drag show of sorts in which Madonna was the "groom" and Britney Spears and Christina Aguilera were the virginal brides, culminating in a french-kiss between Madonna and Britney, and then between Madonna and Christina.

During the performance Madonna's dominance was clearly established through the body language and interaction between her and Britney and her and Christina. She frequently put her hands on Britney's and Christina's bodies, both possessively and intimately--stroking Britney's face, putting her hand on her Britney's hip, putting her face against Christina's thigh as she pulled the garter off Christina's leg (a popular American ritual performed by grooms at the wedding reception). Britney and Christina lapped it up.

But it's one thing for a new, previously unknown music group to engage in these activities, it's another thing for a pop icon and two of the most popular young women in pop music today to do the same thing--and in front of a live, national audience. Madonna has always been about pushing the envelope, and has built her career on incorporating shocking twists into her music and performances; Britney Spears, and Christina Aguilera, however, have only recently started following in Madonna's footsteps in this regard. They also have a large teen fan base, much as Madonna did when she started twenty years ago, which makes their participation in this performance that much more controversial--and influential.

As most of the western world by now knows, at the 2003 MTV awards Madonna planted an open lipped kiss on teen queen 'Britney' Spears and then turned to nearly completely 'Stripped' Christina Aguilera and did the same. The kiss has been widely celebrated by many, but it has also stirred its bit of controversy. For example, an editor of an Atlanta newspaper recently apologized to his readers for publishing the photo.

The "What it Feels Like for a Girl" Controversy

'Madonna - What It Feels Like for a Girl (DVD Single)' was banned from MTV for its violent content, which is a bit of a laugh because it contains nothing more violent than the average police show. What the execs most likely didn't like was the theme of the video: Madonna taking an elderly woman on a joyride and harassing men in the process.

The American Life/Anti-War Controversy

This year, Madonna generated controversy due to the anti-war message of the title track off of 'American Life'. Also controversial was the music video, which Madonna herself decided not to release due to her respect for the troops. It's not entirely clear, but some have suggested that Madonna's anti-war stance gained her the same fate of the Dixie Chicks: a radio play list ban. An ironic epilogue for an album titled "American Life."

Both Madonna and the controversy she causes are interesting to watch. The public keeps a sharp eye on what she does because she is an outspoken individual who knows how to market herself to the worldwide media. She always strays from the norm, and she always gives her brash opinions on particular establishments, and acts on those opinions afterwards. Many people have many opinions about her, and many people speak their mind about her. This is what she likes -- to listen to people talking about her. She loves the attention and uses it to her advantage.

You can take a look at my another articles

Controversies about Madonna.
Madonna- A Biography
Madonna – Queen of Pop.