Date of Defense
Lawrence T. Potter, Africana Studies
Ann Veeck, Marketing
Betty Parker, Marketing
entertainment, marginalization, urban
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.
Shutkas, Michael, "How to Get to Madison Avenue from the South Bronx" (2005). Honors Theses. 311.
Honors Thesis-Campus Only