Chapter 9; Section1



Chapter 2 Name_____________________________________

Culture Harms/Sociology

The Tanning of America: One Nation Under Hip-Hop

How Hip-Hop Created a Culture that

Rewrote the Rules of the New Economy

Social science courses help us to gain a deeper understanding of the social world in which we live. The subculture of hip hop has received attention from the media and the academic community for both bringing awareness to issues of inequality (Dyson 2010; Rodman 2006) and reinforcing stereotypes (Kitwana 2006; McWhorter 2003).

In this section of our course, we will observe the sociological perspectives through an examination of messages expressed within hip hop culture including structural functionalism, social conflict theory, symbolic interactionism and feminism. You will be challenged to think in new ways about structural and cultural aspects of inequality. We will utilize sociological theories and methods to explore themes in hip hop culture and discuss the influence that it has had on society.

From :

The business marketing genius at the forefront of today’s entertainment marketing revolution helps corporate America get hip to today’s new consumer—the tan generation.

When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers, Stoute has helped identify and activate a new generation of consumers. He traces how the “tanning” phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same “mental complexion” based on shared experiences and values, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. Stoute believes there is a language gap that must be bridged in order to engage the most powerful market force in the history of commerce.

The Tanning of America provides that very translation guide. Drawing from his company’s case studies, as well as from extensive interviews with leading figures in multiple fields, Stoute presents an insider’s view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream.

U.S. News

09.27.14

From Public Enemy to Power Broker: Hip-Hop’s the New Global Pop Culture

More than 25 years after N.W.A. rapped ‘f--- tha police,’ the musical genre of America’s urban culture has become powerful and global.

Say the words hip-hop, and several images immediately come to mind: Luxury cars, fine champagne, expensive bling, bright lights, big stages. The U.S. Capitol Building, corporate boardrooms and international parliaments, however, might not be in that initial lineup. But anyone worth his or her swag today can see a distinct evolution in the genre into a new, powerful and international presence, and it is taking the global cultural lead in a millennium defined by disruption and innovation.

Perhaps the least expected arena for the genre is direct political action. While “fight the power” has long been the default stance of the music, lately artists are moving beyond simple rhetoric to organized execution. Look no further than the unrest in Ferguson, Mo., following the shooting death of Michael Brown to see recording artists like Nelly, Common, Killer Mike, Jeezy, and J Cole lending their voices, time and influence to encourage order in the area and/or support for the Brown family.

In addition to public shows of solidarity with the citizens of Ferguson, recording artists are also spotlighting various socio-political causes in which they believe. Respected actor and rapper Yasiin Bey, formerly known as Mos Def, actually underwent a force-feeding procedure to call attention to the hunger-striking detainees at Guantánamo Bay. The procedure was captured on-camera and released by the human rights organization, Reprieve. The graphic video went viral within just hours.

“Hip-hop's involvement in politics isn't a new thing,” the inimitable Snoop Dogg, now known as Snoop Lion, told Daily Beast. “But I believe that a lot of us entertainers are now actually getting out there more and more in politics and doing more because we want to really see change in our nation.”

Recently, he’s been hard at work over the last several months demanding that politicians in Washington reconsider gun-control laws. He said he recently partnered with the League of Young Voters for a campaign to help stop gun violence.

“And I’m gonna keep pushing until there’s change,” he added.

Rep. Hakeem Jeffries, D-NY, adds. “From the very beginning hip-hop lyrics have often been infused with social justice issues from KRS-One and Biggie Smalls rapped about what they saw going on in the streets,” he told the Daily Beast from his DC event, “Hip-hop on the Hill,” which doubled as a fundraiser. “It’s just that now, hip-hop is beginning to take its seat at the table across the board and leverage its influence.”

But just what is driving such an exciting, burgeoning expansion of hip-hop? It’s the larger culture’s realization that hip-hop, which grew out of urban street culture and the African-American experience, has grown far beyond that and now in many ways has become global pop culture and, thus, the arbiter of overall social influence. It’s become the counter-culture to the rock-based pop culture of the Baby Boomers.

Remember, the haircut your son had to have not long ago, or the self-acceptance and gay pride anthems your young daughter accepted, or the tune you just can’t get out of your head? Even if you don’t know Ice-T from iced tea, hip-hop artists and producers are influencing current musical and cultural trends from around the world. Justin Bieber, Lady Gaga and new kid on the block, Iggy Azalea were discovered by Akon, Usher, and T.I., respectively. And these new aficionados of global cool are poised to widen their impact.

“For the first time in history, we see that the decision-makers in large companies and government institutions have grown up with hip-hop and so, understand, respect and enable each other,” said Jon Jackson, Executive Creative Director of the award-winning global digital agency Huge. “Hip-hop has become the counter-culture to rock 'n' roll, and the people who have grown up with it recognize its strength.[pic]”

And the trend is global. The European Union might be home to such respected treasures as the Louvre and powerful corporations like Mercedes-Benz, but European Parliament politicians tried using hip-hop when it came time to woo young voters.

Even the Middle East has proved no match in resisting hip-hop’s power. Akshay Chowdhary, Director of Light and Shadow Enterprises a leading production and event management company in Muscat, Oman, said the company had successfully brought hip-hop artists into the region for shows.

“Oman’s Majesty Sultan Qaboos Bin Said has promoted culture, art and music, which has given the youth the chance to choose their own tastes,” he said. “Hip-hop is one of the preferred genres this part of the world! While we may not have the American artists here directly, the lifestyle and imaging is inspiring entrepreneurship around the culture in interesting, new ways from art sales to social start-ups around the genre.”

Sure, it still has more than its share of bad boy mug shots and bad girl butt cheeks, but in an era where the opinion of one’s own peers is becoming more respected than any authority, hip-hop seems a trusted framework for seeing the world. It has burrowed into the very under-threads of culture.

“As I had to point out [during my tenure], by ‘Hip-hop Republican’ I didn’t mean dressing Senator Mitch McConnell in some Pelle Pelle throwback jacket,” former Republican National Chairman Michael Steele told the Daily Beast. “Rather, I’m talking about the fact that hip-hop has the ability to bring his or her voice to virtually anything, anywhere in order to influence, educate, and inform.”

“Hip-hop is … becoming the new standard. And in politics and in business, that is power you have to respect if you want to be a part of conversation in the new era.”

Hip Hop and America (featuring Will Smith)

Where do you know Will Smith from? From TV and movies...including The Fresh Prince of Bel-Air, right? Actually, before he became an actor he was an MC. From Philadelphia (not too far from the Bronx, NY where hip hop was born in the 70s), DJ Jazzy Jeff & The Fresh Prince, were a duo that found success. They even won the first ever Grammy for rap music in 1989. Will Smith went from rags to riches and then back to rags again when he spent all his money and owed the IRS (taxes!!) $2.8 million! When in 1990 the NBC television network offered him a sitcom about him- he happily accepted. The rest is history!

1) Write down words you associate with “hip hop” (Who/what/when/where do you think of?):

2) Finish the following sentences:

Hip-hop should _________________________________________________.

Hip-hop cannot ___________________________________________________.

Hip-hop must _____________________________________________________.

Hip-hop could ___________________________________________________.

3) Complete by writing the correct letter next to each word:

___hip hop ___DJ ___turntable ___to mix ___to sample

___MC ___to beatbox ____to scratch ___to rap ___to freestyle

a. is a cultural movement including DJing, MCing, graffiti and breakdancing.

b. is the vocal expression of lyrics in sync to a rhythm.

c. is a machine that rotates vinyls/discs/etc. used by DJs.

d. is when a DJ moves a vinyl record back and forth while playing to make a sound.

e. is when a DJ takes a fragment of a song and uses it in a different song.

f. is when a DJ combines two separate songs, without stopping one to start the other.

g. is the person who plays pre-recorded music and manipulates it on turntables.

h. is the original name for the rapper (Master of Ceremonies).

i. is when an MC copies the sounds of the DJ.

j. is when a rapper makes up lyrics on the spot to prove he is good (can be a competition).

4) Listen to the song while using the listed words to fill in the blanks

Just the Two of Us

Will Smith

(Now dad this is a very sensitive subject)

From the first time the doctor placed you in my arms

I knew I'd meet death before I'd let you be harmed

Although questions arose in my mind, would I be ________ enough?

Against wrong, choose right and be standin’ up

From the hospital that first night

Took a hour just to get the car-seat in right

People drivin' all fast, got me kinda upset

Got you home safe, placed you in your bassinette

That night I don't think one _________ I slept

As I slipped out my bed, to your crib I crept

Touched your head gently, felt my heart melt

Cause I knew I loved you more than life itself

Then to my ______, and I begged the Lord please

Let me be a good daddy, all he needs

Love, __________________, discipline too

I pledge my life to you

Chorus:

Just the two of us, we can make it if we try

Just the two of us, (Just the two of us)

Just the two of us, building __________ in the sky

Just the two of us, you and I

Five years old, bringin’ ______________

Every time I look at you I think man, a little me

Just like me

Wait an’ see gonna be tall

Makes me laugh cause you got your dad's ears an all

Sometimes I wonder, what you gonna be

A General, a Doctor, maybe a MC

Haha, I wanna kiss you all the time

But I will test that butt when you cut outta line, trudat

Uh-uh-uh why you do that?

I try to be a tough dad, but you be makin’ me laugh

Crazy joy, when I see the ______ of my baby boy

I pledge to you, I will always do

Everything I can

Show you how to be a man

Dignity, ___________________, honor an’

I don't mind if you lose, long as you came with it

An you can cry, ain't no shame in it

It didn't work out with me an your mom

But yo, push come to shove

You was conceived in love

So if the world attacks, and you slide off track

Remember one fact, I got your ________

Chorus

It's a full-time job to be a good dad

You got so much more stuff than I had

I gotta study just to keep with the changin’ times

101 Dalmatians on your CD-ROM

See me-I'm

Tryin’ to pretend I know

On my PC where that CD go

But yo, ain't nuthin' promised, one day I'll be gone

Feel the strife, but trust life does go on

But just in case

It's my place

To impart

One day some girl's gonna break your heart

And ooh ain't no pain like from the opposite sex

Gonna hurt bad, but don't take it out on the next, son

Throughout life people will make you mad

_________________ you and treat you bad

Let God deal with the things they do

Cause hate in your heart will consume you too

Always tell the truth, say your prayers

Hold doors, pull out _______, easy on the swears

You're living proof that ____________ come true

I love you and I'm here for you

Chorus to fade(repeat chorus 4 times)

(This is a good song, how much am I gettin’ paid for this, dad?)

|eyes |chairs |integrity |knees |

|knowledge |comedy |disrespect |man |

|castles |back |dreams |wink |

Chapter 2 Name_____________________________________

Culture Harms/Sociology

The Tanning of America: One Nation Under Hip-Hop

Part One: Word is Born

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Part Two: Fight the Power

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Part Three: Gimme the Loot

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Part Four: All Around the World

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