Beth Anne Shelton, and Dr. Heather Jacobson for their guidance and support of this project. Kristi Clark-Miller and Jason Shelton for their valuable insights and feedback that provided for the projects structure and foundation. There have been many friends and family who have provided feedback from the beginning of this thesis right up until the end and I would not have been able to complete my thought process without them.
From google search Youth culture and hip-hop culture become synonymous entities when thinking critically about how they both influence one another. Hip-hop emerged as an authentic cultural expression of the African American urban youth during the late s. The foundation of hip-hop and hip-hop culture is stemmed from the creative self-expression of African American youth struggling to survive in a dyeing city.
Since then, hip-hop has expanded and given a voice to many young people around the world. Since the emergence of this musical genre, hip-hop has undergone a number of phases throughout its existence.
In recent times, hip-hop has become commercialized and profited from large corporations seeking to gain money from this authentic culture. The debate between culture and commerce is prevalent when discussing the way hip-hop is viewed in modern day.
Not only has mainstream hip-hop promoted a lifestyle of materialism, it has also helped promote an ideology of misogyny and violence through its lyrical and visual content. In this paper, I want to exam how mainstream hip-hop culture and its diverse media outlets effects, impacts and influences the lives of young people.
Influences of rap music and hip-hop culture on youth are pervasive.
These influences are not only on Black urban youth, but affect many Hip hop music reinforces bad attitudes youth groups nationally and globally Mahaji Whether that message is transmitting a positive message or a negative one, a message is always transmitted.
Materialism is now a fundamental message within hip-hop culture. Although mainstream hip-hop is not representative of hip-hop as a whole, it receives the most media attention. Some of the themes represented in commercialized hip-hop are issues that become problematic in the ideology of young people.
How then, do these themes effect our youth development? When I mention youth I am particularly talking about people ranging from ages ten to seventeen years of age; the years where huge transitions are emerging. Teens in particular, are searching to find their own identity; many times that search is found through hip-hop culture.
Through hip-hop, teens are able to adopt a sense of style, attitude and belongingness among their peers. For this reason, it is fundamental to decode the messages behind rap music, but it is also significant to decode the messages behind hip-hop and consumerism.
These messages directly influence how young people react and understand the world around them. As a young girl searching for acceptance among her peers, I felt the need to purchase these material goods in order to fit in. Product placement in rap music videos has become an essential component in the hip-hop industry success.
Product placement is transmitted through multi avenues of media, such as music videos, magazines, commercial advertisements and other facets of media.
Marketers sought out what was popular and succeeded when they approached hip-hop. They make advertisements desirable to young people, so they can go out and purchase it.
They use famous athlete or in this case popular rap icons to market their brand in order to appeal to the masses. One interesting documentary that discusses these issues is a documentary called Rhyme Pays: A Market For Cool.
This documentary navigates through the lives of a group of young people who are enticed by hip-hop culture. Throughout the film, young hip-hop enthusiasts define their identity through hip-hop culture. They replicated hip-hop culture by purchasing designer brand name products, luxurious jewelry and expensive shoe wear.
This documentary also dispels the product placement found in music videos and magazines; products are presented in a desirable way which compels the consumer to go out and buy that product.
This notion of culture and commerce is displayed in the documentary Rhyme Pays, and it gives the audience in insight of how consumerism in hip-hop culture reinforces a sense of materialistic identity.
Moreover, I do not want to completely put a negative context to marketing companies or rap entrepreneur.
I believe it is a smart way to sell their products however, I feel that the messages transmitted through product placement in music videos glorifies materialistic goods and strays away from the fundamental humanistic needs.
Hyper-masculinity is favored in hip-hop music and hip-hop as a culture.Analyses revealed depicted images not only referenced hip-hop videos and popular R&B and rap songs, but many online pictures portrayed beauty ideals most represented in hip-hop culture (e.g., thick bodies, light skin, mixed heritage, and long straight hair) as well.
As a group we found information on drake specifically, but the bulk of our research is based on hip-hop and R&B music’s target audience, as Drake’s music is a combination of the two, so we thought that this would be the right way of going about it.
Furthermore, language, in hip hop and rap music also uses offensive language by objectifying women. This goes along with profanity and “bad” language in music.
What makes this even worse is that women are going along with it and using this language, degrading themselves. Gangsta Rap and American Culture by Michael Eric Dyson If the fifteen-year evolution of hip-hop teaches us any-thing, it's that history is made in unexpected ways by unex- or it is seen as bad because it reinforces negative perceptions of black culture.
V. Conclusion. Cultivation theory is supported by this paper’s findings, which found continued audience exposure to misogynistic lyrics in popular rap/hip-hop music influences college students’ attitudes toward the issue of domestic violence.
-Hip Hop - "not merely 'hood music" - It's a Corporate-Dominated Product. - thug life is product of corporate power and white desire *Critic: Hip Hop hurts black ppl.