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Popular Culture Study NotesRelated depth study conceptsCommercialisationThe process of adding value to an idea, product or commodity with the aim of selling it and making profit. ConsumptionThe process of selecting and using a product (engaging with a commodity). IdeologyAn organised collection of ideas that reflects the beliefs, values and interests of a group, system, institution or nation. CommodificationA social process by which an item is turned into a commodity in readiness to be traded.ChangeThe alteration or modification of cultural elements in a society.institutional powerThe power that exists in institutions and how it is used to control aspects of society. continuityThe persistence or consistent existence of cultural elements in a society across time; the maintenance of the traditions and social structures that bring stability to a society.?conflictA perceived incompatibility of goals or actions.valuesDeeply held ideas and beliefs that guide our thinking, language and behaviour.The nature of popular culture associated with commercial products and paraphernaliademand develops and expands due to media, marketing and dissemination processeship hop: graffiti, gold jewellery, shoes, clothing, merchandise -> gives fans a sense of identity develops from a local to a global levelexperiences global acceptance with the progression and integration of technologieship hop: Bronx -> NY -> West Coast -> world achieves widespread consumer accessbroad access is assisted by media and communication technologieship hop: played in clubs -> radio -> TV, internet, concerts is constantly changing and evolvingexperiences continuity and change – influences society while simultaneously society influences the popular culturehip hop: explained hardships of African Americans -> West Coast rapped about gangs, women & drugs -> anyone can rap about anything Focus study the creation and development of hip hop the origins of hip hop 1970s South Bronx – voice for African Americans Started at a party by DJ Kool Herc in 1971 -> new style of music (breaks) & break dancing Afrika Bambaata adopted his music & created his own the development of hip hop from a local to a global level Bronx -> NY – drew attention of record companies Afrika Bambaata’s ‘Planet Rock’ & Grandmaster Flash & The Furious Five’s ‘The Message’ exposed to U.S. -> mainstream 1990s – rap played on TV & radio (e.g. MTV) -> global the process of commodification for hip hop Product placements in music videos (inspired by MTV’s decision in 1989 to feature rap artists) -> what artists wear or drink, audience gives value & buys - e.g. MC Hammer’s clothing & shoes Technological developments - e.g. social media -> artists can promote themselves & products the role of mythology in the creation and perpetuation of hip hop The heroes & legends of popular culture personify a worldview that supports the identity of the culture Hip hop’s creation provides a connection to its cultural heritage - Story of DJ Kool Herc’s party resonates w/ people as a story of triumph over adversity -> ghetto can become a place where heroes & legends are made Afrika Bambaataa’s story is legendary - Former gang leader of the Bronx street gang- Turned his life around through hip hop -> started a crew called Zulu Nation - Stories were told through rhymes & break dancing -> showed teenagers that they could belong to a group that wasn’t a gang -> provided an identity & creative alternative to gang violence continuities and changes to hip hopContinuities Lyrics & graffiti reflection of social issues Rhyming over a continuous beat Large influence over youth culture Enables people to feel connected to a community. Lyrics cause debate among groups in society Changes Content of lyrics- racial, homophobic language Graffiti commercialised More female & white artists Technology changed consumption- e.g. artists release songs on Youtube Product placements & endorsements Global product- local interpretations of hip hop can lead to a lack of authenticity the consumption of hip hopthe consumers of hip hop and the nature of its consumptionConsumers White, aged 18-34 Nature of Consumption Using a product’s name in lyrics or wearing particular shoes, jewellery, etc - Jay Z has his own clothing label Hip hop fashion - baggy pants, caps, oversized hoodies Graffiti on album covers, clothing, commissioned street art the relationship of heroes and mythology to media and consumptionHeroes & legends act as role models to fansMedia & music industry creates heroes of the ‘gangsta’ image - E.g. 8 Mile’s main character is presented as a hero that perpetuates the values of ‘keeping it real’ & working hard to overcome obstacles how globalisation and technologies have influenced consumptionTNC’s (Universal, Sony) own radio networks & various digital operations worldwide -> advances in technology assisted globalisation & media influence Emerging independent market (e.g. Youtube) -> consumers access a greater variety of rap music & videos Social media has enabled consumers to interact w/ hip hop in a more personalised way -> connection from fans w/ Instagram, etc Illegal downloading & file sharing has decreased physical sales & profit for record industry Globalisation resulted in localised adaptations of hip hop - language barriers & access problems overcome through the use of technology the relationship of access and consumption to age, class, ethnicity, gender, location,?sexualityAge Teenagers & young adults can relate to hip hop’s messages Children’s consumption is restricted due to language & sexual connotationsClass Middle & upper class can afford hip hop products Lower class can’t Ethnicity Many ethnicities identify w/ the message Limited access to those who don’t understand due to language or cultural barriers Gender Males depicted as powerful, wealthy, materialistic Women depicted as dressing provocatively, referred to by derogatory terms Location Consumption to those who can access internet & technology Sexuality Heterosexuals portrayed as masculine & sexist Discriminates against homosexuals how consumption and ownership of paraphernalia influence a sense of identityClothing, accessories, graffiti, etc enable consumers to feel connected & identifiable as part of the community - Graffiti provides cultural identity as it is a symbol that links individuals to hip hop’s street origins the control of hip hop the ownership of hip hop and the tensions between consumers and producersOwnership Artists, dancers, record labels, media corporations & the business corporations involved in the selling & distribution of paraphernalia Tensions between consumers & producers Tensions surround business corporations (record labels, media corporations) as profit motives can take away from the authenticity of hip hop & their messages artists are trying to convey to consumers Digital technology has allowed for consumers to download music illegally -> loss of physical sales for producers the stakeholders and how they influence hip hop– family, peer groups, media, marketers, governments, global groupsFamily Exert power on a micro level -> what is exposed to their family & children, a person is influenced by the socialisation of the songwriter through family & friends - E.g. Tupac’s parents were members of the Black Panther Party which impressed ideologies upon him that were often reflected in his songs Peer Groups Exert influence on what the peers listen to/ what is ‘cool’ through peer pressure Media Control how hip hop is viewed in society Promote music, concerts, events & products - E.g. Samsung uses Jay Z to market their phones Marketers Expose consumers to what they want them to purchase Target specific markets (e.g. white middle class) Governments Control censorship - E.g. NWA’s ‘Fuck the Police’ was banned by the Australian Government Global Groups Aim to reduce the negative influence on hip hop the role and impact of official and unofficial censorshipOfficial Official censorship is figures of authority suppressing hip hop as it is seen as insensitive or inappropriate to consumers Government institutions such as ARIA set limits on interactions w/ hip hop Gangsta rap has led to stakeholders blaming hip hop for the increase in youth violence & led to strict censorship laws in some countries Unofficial Unofficial censorship is figures of power influencing the access and consumption of hip hop Record companies influence artists to change their lyrics or image to appeal to a wider audience - E.g. Eminem produces edited versions of singles for parents to buy for their children Online access has increased access to non-censored material (music videos, lyrics) the influence of power and authority at the micro, meso and macro levelsMicro Parents restrict younger members of the family from being exposed to hip hop music Meso Interactions in parks and community centres - E.g. graffiti voices disillusionment with decisions out of their control (like government decisions) Macro Media has power over consumption Laws made by the government (e.g. censorship & vandalism) restrict freedom of hip hop artists & consumers to express themselves the different perceptions of hip hopgroups that accept and reject hip hop Accept Youth Artists Minority groups (e.g. African Americans) Record labels, producers, music companies Reject Government -> causes violence, glorifies ghetto culture - E.g. Iran banned hip hop concerts as it was seen to encourage behaviour that negatively effects society (rebels) Feminists -> objectifies women Elderly, parents, church -> causes violence Media -> causes violence, glorifies ghetto culture changing perceptions and the value of hip hop to groups in societyChanging PerceptionsTo the media, government, elderly -> Spreads Western values of capitalism, material gain, consumerism, clothes, cars, houses, women exude wealth To youth, artists, minority groups -> powerful force in the lives of young people that offers an avenue for social critique ValueEmpowers youth & minority groups - E.g. Morganics used hip hop w/ disadvantaged Aboriginal children to influence positive change within their lives -> created hip hop groups that produced songs about their culture & identity how hip hop constructs or deconstructs genderConstructs Some female artists construct & re-affirm women dressing provocatively - E.g. Nicki Minaj’s ‘The Night is Still Young’ (2015) features sexualised & revealing clothing, ‘twerking’ Perpetuates the stereotypes of women existing only to please men & scantily dressed while men are materialistic, sexually dominant & powerful -E.g. Jay Z’s ‘Big Pimpin’ features him & his male friends on a luxury yacht w/ a large number of women dressed in revealing swimwear Deconstructs Some female artists deconstruct that women have to wear provocatively & be sexy - E.g. Missy Elliot’s ‘Work It’ (2007) features baggy tracksuits (typical ‘hip hop’ clothing) -> teaches women to be in charge of their bodies & do what they want Some female artists deconstruct male power to empower women - E.g. Mc Lyte’s ‘Paper Thin’ (1988) calls out men in relationships - E.g. Queen Latifah aims to empower women with her lyrics the contribution of hip hop to social changehow hip hop expresses contemporary social valuesSocial activism for minority groups - E.g. Grandmaster Flash & The Furious Fives’ ‘The Message’ addressed social issues for African Americans at the time - NWA’s ‘Express Yourself’ voices experiences of discrimination, segregation & injustice for African American & Latinos Equality - E.g. Macklemore & Ryan Lewis’ ‘Same Love’ challenges homophobic language & advocates for marriage equality the positive and negative impact of hip hop on wider societyPositive Tool for social change - E.g. Youth organisations, such as Father Chris Riley’s ‘Youth off the Streets’ have used hip-hop themed programs to engage young people & inspire them to make a change in their lives Provides an outlet for people around the world to voice their thoughts about struggles within their own countries - E.g. Tunisian rapper El General posted a rap directed to the President voicing concerns held by many in the country & went viral - E.g. Syrian hip hop group ‘Latlateh’ uses music to draw attention to the Syrian uprisingNegative Lyrics in gangsta-style raps can send the wrong message to youth - E.g. Wiz Khalifa & Snoop Dogg’s ‘Young, Wild & Free’ glorifies drug taking Use of profanity & language that is demeaning to women - E.g. ‘Candy Shop’ by 50 Cent sends a negative image to young people who idolise him as a rap artist the ways in which hip hop has contributed to social changeReduce gang conflict - E.g. Afrika Bambaata’s organisation ‘Zulu Nation’ encourages youth from gangs into an alternative group that battled using music Used as a voice to express views on global issues, such as poverty, racism & class struggle- E.g. Immortal Technique raps about classism & uses his voice & power for political activism, such as building orphanages in Afghanistan- E.g. Syrian hip hop group ‘Latlateh’ uses music to draw attention to the Syrian uprisingDraw attention to disadvantaged communities- E.g. Australian artist Brothablack has used hip hop as a medium to draw attention to disadvantaged Aboriginal communities & issues surrounding them, such as high mortality & low literacy Social messages to help youth struggling with poverty & violence - E.g. Kendrick Lamar in his song ‘To Pimp a Butterfly’ makes a point that growing up in low income communities instills people w/ bad habits that reduce their ability to sustain success, demonstrating the systematic oppression of many African Americans in the U.S. - His lyrics have influenced developments in education for at-risk students, for example, Tony Podzol developed English programs that analyse Lamar’s lyrics to understand race & identity for students living in poverty & violence The near future (5 to 10 years)determine current trends and suggest probable future directions for hip hopCurrent Trends White rappers are leading hip hop charts as the media endorses them & makes profit from their products Hip hop music is increasingly being accessed through online platforms e.g. Youtube Probable Future Directions Continued development of new technologies & music markets -> artists will gain popularity through social media rather than being signed to record labels evaluate the impact and implications for hip hop of likely changes& probable continuitiesLikely Changes Increased use of social media - Impact: artists will use social media to self-produce music - Implication: less reliance on record companies & more freedom of artistic expressionGrowth of hip hop activism - Impact: divide of consumers of mainstream vs underground hip hop - Implication: more socially driven lyrics Illegal downloading technology - Impact: illegal music downloaded - Implication: loss of artist’s earnings, more product endorsements Probable Continuities Commercialisation - Impact: more commercial products & placements - Implication: growing wealth of artists & influence on consumers Globalisation - Impact: spread of American culture continued - Implication: western ideologies (such as consumerism) will act as socialising agents for youth culture Use of misogynistic themes - Impact: women continue to be degraded through demeaning language & stereotypes- Implication: increased sexist & racist language among youth predict the importance of hip hop to society in the near futureMaterialistic styles of rap & music videos will continue as youth use it as escapism from realities of urban life Focus on instant gratification which will resonate w/ youth in a credit-driven society Connect people globally to communicate social issues - E.g. Syrian hip hop group ‘Latlateh’ uses music to draw attention to the Syrian uprising ................
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