Date of Defense

Spring 4-13-2005

Department

Marketing

First Advisor

Lawrence T. Potter, Africana Studies

Second Advisor

Ann Veeck, Marketing

Third Advisor

Betty Parker, Marketing

Keywords

entertainment, marginalization, urban

Abstract

This research project will explore the phenomenon of Hip-hop culture's acceptance in today's global markets, as well as its impact on popular culture, especially within advertising media. The intent is to show how a musical genre derived from jazz, rhythm and blues, negro hymns/spirituals, funk, rock 'n roll, blues, and gospel, was recognized as a culture, and then accepted and adopted globally. Chapter one provides the reader with the distinction between rap as a genre and its place as a culture. Chapter two discusses Hip-hop as a marketing tool, and chapter three talks about the line white America has straddled between entrepreneurship and exploitation by incorporating Hip-hop culture into its advertising campaigns to target those participants of the culture.

Access Setting

Honors Thesis-Campus Only

Download

Share

COinS