Although the assumptions and reasons for accommodation are not fully demonstrated in Nike’s decision to produce a new garment, it strongly applies to another component of the theory. Giles and other CAT researchers divide the theory into two components: convergent and divergent communication. Convergent communication is defined as “a strategy whereby individuals adapt to each other” (West & Turner, 2014, p. 499). Accommodation is argued to be both conscious or unconscious depending on the situation, yet communicating convergently is done actively. It is described as a strategy, meaning thought the sender puts in thought when converging. Convergent communication accommodation is implemented to reach a goal. With Nike’s new product, the company …show more content…
The study relies on CAT in an examination of how individuals who are minorities are making a choice to emphasize their identities in their desire to show belonging the hip-hop community. Social Identity Theory and CAT observe that minorities in society must make a decision to either blend in with everyone else or to maintain their own identity. Cutler (2010) observed that youth had high value for hip-hop, and wanted to project their passion instead of assimilating to the majority. The people in the study are exhibiting divergent communication because they want to show their individuality and passion for hip-hop, which not many other people can claim to have. Results of the research state that there is a type of “accommodation that emphasize[s] the role of attitudinal orientation toward a target group” (Cutler, 2010, p. 267). Such accommodation is divergent, because the person is accommodating not toward the message receiver, but toward a group to which he or she feels belonging. In a similar way, Muslim women are exhibiting divergent communication because they are a minority, but value their religion and aim to express their affiliation with Islamism. Additionally, Muslim athletes value sports and want to show that athletics is important to them, something that makes them unique from the rest of society. Wearing a hijab that is branded Nike makes it possible for athletes to do
In one of the chapters, ‘Where Did Our Love Go?’ the author reveals how blacks in America use the music to express their anger and commitment to emerge as great people in an unfair community. Most songs are written to educate the society on the negative effects of racism. They encourage the society to love one another and embrace unity. The human nature is founded through a social platform where philosophers claim that people were created to love one another and live with peace and unity. Through this book, it is clear that the blacks in the hip-hop generation are money minded. However, this is expected in a world where the economy is tough. The author claims that the youth are the people who are majorly affected by racism. Many of them have been arrested for pity mistakes which are magnified in the courts due to the impression that the society has on the black people. They engage in dirty activities like drug dealings that that put them on the wrong side of the
I wish to acknowledge three things first. One is that, in regards to this last subject of alternative language and identity formation within hip hop and jazz there exists such a vast amount of practices that arose out of these cultures for which this notion of re-affirming alternative language and identity could be applied, that it 7-8 pages just would not cut it. And two, my aim of investigation within hip hop and jazz was in unpacking the major things that effect human life in general space and language. As a result I have limit...
Hip hop has become one of the most commercially promoted and financially successful forms of media in recent years. But as its profits have risen it has become a scapegoat for the many of the public criticisms of young black people. These topic have been discussed in Tricia Rose’s novel “The Hip Hop Wars What We Talk About - And Why It Matters”. The state of hip hop has fallen because the trinity of commercial hip hop has become main topic and caused a lot of controversy. This book is appealing to a person who want to know how hip hop has changed in the past decade and it points out many different attitudes toward hip hop in the Unites States.
In the words of rapper Busta Rhymes, “hip-hop reflects the truth, and the problem is that hip-hop exposes a lot of the negative truth that society tries to conceal. It’s a platform where we could offer information, but it’s also an escape” Hip-hop is a culture that emerged from the Bronx, New York, during the early 1970s. Hip-Hop was a result of African American and Latino youth redirecting their hardships brought by marginalization from society to creativity in the forms of MCing, DJing, aerosol art, and breakdancing. Hip-hop serves as a vehicle for empowerment while transcending borders, skin color, and age. However, the paper will focus on hip-hop from the Chican@-Latin@ population in the United States. In the face of oppression, the Chican@-Latin@ population utilized hip hop music as a means to voice the community’s various issues, desires, and in the process empower its people.
A race issue that occurs within the rap and hip-hop musical genre is the racial stereotypes associated with the musical form. According to Brandt, and Viki rap music and hip- hop music are known for fomenting crime violence, and the continuing formation of negative perceptions revolving around the African-American race (p.362). Many individuals believe that rap and hip-hop music and the culture that forms it is the particular reason for the degradation of the African-American community and the stereotypes that surround that specific ethnic group. An example is a two thousand and seven song produced by artist Nas entitled the N-word. The particular title of the song sparked major debates within not only the African-American community thus the Caucasian communities as well. Debates included topics such as the significance and worth of freedom of speech compared with the need to take a stand against messages that denigrate African-Americans. This specific label turned into an outrage and came to the point where conservative white individuals stood in front of the record label expressing their feelings. These individuals made a point that it is because artists like Nas that there is an increase in gang and street violence within communities. Rap and hip-hop music only depicts a simple-minded image of black men as sex crazed, criminals, or “gangsters”. As said above, community concerns have arisen over time over the use of the N-word, or the fact that many rappers vocalize about white superiority and privilege. Of course rap music did not develop these specific stereotypes, however these stereotypes are being used; and quite successfully in rap and hip-hop which spreads them and keeps the idea that people of color are lazy, all crimin...
Do you like hip-hop? Do you think hip-hop brings people’s attention to an advertisement or commercial? In “Selling Down: The Marketing of the Hip-op Nation” which was adapted from Other People 's Property: A Shadow History of Hip-Hop in White America” (2007), author and senior editor Jason Tanz argues that hip-hip is a useful source to get the attention of the people; therefore, marketers and salesmen should keep using hip-hop in advertisements and commercials no matter what or who opposes. He also argues the idea that youth see themselves as being members of a higher status by wearing brand name clothing that is advertised by hip-hop.
Martin Luther King Jr. once said, “The ultimate tragedy is not the oppression and cruelty by the bad people but the silence over that by the good people.” It is not a mystery that minorities were oppressed throughout the history of the United States. In 1990 70% of African Americans and Hispanics in their mid to late twenties held a high school diploma or higher compared to the 86% that their white counterparts achieved. The disparities were obvious throughout the decade. The hip-hop culture gave minorities a voice and a realm to express themselves. There were always minorities who experienced the same lives as the majority of America did, but hip hop mainly spoke to those minorities in urban neighborhoods who were entrapped by violence and negativity. Most of these minorities were young people who were reaching the peak of their adolescent years. Their attitudes could be seen in the lyrics of Notorious B.I.G. when he chants, “I don’t want to live no more. Sometimes I hear death knocking at my front door,” in the song “Everyday Struggle.” Without hip-hop music I believe there would be more minority violence because this was the only genre of music that spoke specifically to minorities, especially those in the inner cities. Hip hop was monumental because it did not apply to one group of minorities; every aspect of the minority population was represented by artists who presented different lyrical content and cultural messages. The genre also gave those who were not minorities a look into the insight of those who were being oppressed, ultimately creating some form of understanding. The majority population could never fully understand the minority population because they never would have the opportunity to experience ...
As hip hop culture became prevalent in pop culture, so did black culture. Hip hop stems from black struggle. Their vernacular, songs, and spiritual ways were different from what whites were used to. Their different lifestyle of “living on the edge” was intriguing yet inaccessible for the whites living among them. Thus, this initiated America’s fascination with the culture. It became about what people assume and perceive about black people rather than what they actually are. In essence, an essential to cool is being on the outside, looking in. In the media and celebrities today,
Hip hop has multiple branches of style and is a culture of these. This essay will examine Hip Hop from the point of view of the following three popular music scholars, Johnson, Jeffries and Smitherman. It will delve deeper into their understanding of what hip hop is and its relation to the different people that identify with its message and contents. It will also identify the history of Hip hop and its transition into popular music. In particular this essay will focus on what hip hop represents in the black community and how it can be used as a social movement against inequalities faced by them. This will then open up the discussion for the how this has influenced society, and the impact it has had in terms of race issues which hip hop itself often represents through music.
Hip hop has permeated popular culture in an unprecedented fashion. Because of its crossover appeal, it is a great unifier of diverse populations. Although created by black youth on the streets, hip hop's influence has become well received by a number of different races in this country. A large number of the rap and hip hop audience is non-black. It has gone from the fringes, to the suburbs, and into the corporate boardrooms. Because it has become the fastest growing music genre in the U.S., companies and corporate giants have used its appeal to capitalize on it. Although critics of rap music and hip hop seem to be fixated on the messages of sex, violence, and harsh language, this genre offers a new paradigm of what can be (Lewis, 1998.) The potential of this art form to mend ethnic relations is substantial. Hip hop has challenged the system in ways that have unified individuals across a rich ethnic spectrum. This art form was once considered a fad has kept going strong for more than three decades. Generations consisting of Blacks, Whites, Latinos, and Asians have grown up immersed in hip-hop. Hip hop represents a realignment of America?s cultural aesthetics. Rap songs deliver a message, again and again, to keep it real. It has influenced young people of all races to search for excitement, artistic fulfillment, and a sense of identity by exploring the black underclass (Foreman, 2002). Though it is music, many people do not realize that it is much more than that. Hip hop is a form of art and culture, style, and language, and extension of commerce, and for many, a natural means of living. The purpose of this paper is to examine hip hop and its effect on American culture. Different aspects of hip hop will also be examined to shed some light that helps readers to what hip hop actually is. In order to see hip hop as a cultural influence we need to take a look at its history.
Conversation about hip hop has contributed to its current state of crisis. Rose writes about how over-generalized criticisms in conversations about hip hop lead to ugly stereotypes and disdain for young black people. Hip hop has become a sort of scapegoat for people
From its conception in the 1970's and throughout the 1980's, hip hop was a self-contained entity within the community that created it. This means that all the parameters set for the expression came from within the community and that it was meant for consumption by the community. Today, the audience is from outside of the community and doesn’t share the same experiences that drive the music. An artists’ success hinges on pleasing consumers, not the community. In today's world, it isn’t about music that rings true for those who share the artists' experiences, but instead, music that provides a dramatic illusion for those who will never share the experiences conveyed. This has radically changed the creative process of artists and the diversity of available music. Most notably, it has called in to question the future of hip hop.
In this Case Study Analyses, an objective SWOT Analyses will be done to help identify potential strengths, weaknesses, opportunities, and threats within the Nike Corporation.
Nike promotes their sportswear in such a way that their communication objective can easily be achieved. Nike uses following way to interact with their current and new customers:
Nevertheless, Nike is an extremely diverse company with outstanding organizational structure, impressive marketing strategy, and innovative products. The organizational structure of the Nike Corporation helped them become a leading innovator for the world with creative apparels and shoes. Their intelligent marketing strategies assist them in advertising their products to motive their customers and sell them. Their innovative product motivates customers with great performance footwear and quality designs to take on any obstacles. The Nike Corporation discovers various ways to improve their organizational structure to inspire the world.