US President Barack Obama has aimed another missive at rapper Kanye West during a discussion about cultural changes in America.
The leader of the free world referenced Kanye and current girlfriend Kim Kardashian while talking with Amazon about how a shallow and materialistic change in culture had twisted society's view of The American Dream.
On the attack: US President Barack Obama has criticised reality TV culture (WENN)
He said: '(Not long ago) kids weren't monitoring every day what Kim Kardashian was wearing, or where Kanye West was going on vacation, and thinking that somehow that was the mark of success.'
Despite his criticism of reality TV culture Obama conceded that his own children were also being brought up in an environment where they are closely scrutinised, but did his best to ensure they star grounded.
Culprits: Kim Kardashian and Kanye West (again) have been singled out by US President Barack Obama (WENN)
Of their upbringing he said he and First Lady Michelle are “constantly reminding Malia and Sasha of the slightly unreal environment that they're in, and that that's not the norm.”
The President was speaking during a visit to an Amazon warehouse in Chattanooga, Tennessee on Tuesday (July 30).
Obama has previously been caught on camera labelling Kanye a jacka** following the rapper's stage invasion at the MTV VMA's in 2009 when country star Taylor Swift was collecting an award.