Individual Presentation 2

The global hip-hop Diaspora: Understanding the culture

Instructor: Dr. Pi-Ying Teresa Hsu

Presenter: Han-Ming Jeffrey Chen

Date: Dec. 1, 2008

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Citation

Motley, C.M., & Henderson, G.R. (2008). The global hip-hop Diaspora: Understand the culture. Journal of Business Research, 61, 243-253.

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ContentsIntroduction

Methodology

Result

Conclusion

Reflection

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Introduction

Global hip-hop youth culture has become a phenomenon in the truest sense of the word and has affected nearly every country on the map.

(Osumare, 2001)

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marginality mainstream

More than 50 million hip-hop fans in the U.S. and 100 million worldwide consume

Introduction

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Styles of dress Sagging pants

Oversized T-shirts

Baseball caps

Nike sneakers

The influences styles of behavior & dress

Business venture

Recording industry

Clothing industry

Fashion industry

Accessories industry

Beauty industry

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Research motive

Much of the research focuses primarily on the sociological and psychological aspects in single cultural setting.

Little business researches address the impact of hip-hop’s global movement on consumers.

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Methodology

participant

age

period

method

35 hip-hop enthusiasts (male: female= 75%: 25%)

Mid-teens – mid-thirties

40mins – 90minsOver two months

Depth interview (face-to-face/ telephone/ audio taped)

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Procedure

Collecting literature

Interviewing participants

Analyzing the data

Commonalities

Glocalization

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Commonalities

Main elements of hip-hop culture

MCing

Break dancing

graffiti

DJing

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adaptationappropriation authenticity

Glocalization

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From a sociological perspective, appropriation is defined as “…the productive use of an originally imported cultural pattern.”

(Androutsopoulos & Scholz, 2003)

“I used to have this feeling of racial divide, like only

African-American had access to hip-hop and

everybody else was in imposter. Now it is all over

and everybody is welcome in hip-hop clubs and

among hip-hop fans.”

White-American female, mid 30s

Appropriation : I heard it and I like it

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Culture meaning was transferred between the African-

American-based hip-hop and their local, non-U.S.

consumption experience.

(Bennett, 1999; Holbrook, 2006; McCracken, 1986)

“Hip-hop has its root in the young African-American

culture in the U.S. This has been transferred to other

races in the U.S. and on to foreign countries including

Korea. I find the hip-hop In Korea is the as same as

that in the U.S., but at the same time, a totally

different form of its original version.”

Korean male A, early 30s

Adaptation :same but different

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In hip-hop culture, there is a tension between authenticity or “keeping it real” and profitability or “selling out.”

(Grier et al., 2006)

“…Japanese rap is the real thing…for us raised in a different environment and different language, Japanese rap by rappers raised in the country is much more ‘real’ than American rap.”

Ben the Ace Japanese DJ as quoted by Condry (2000a,b)

Authenticity : for the truth

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Conclusion

Influences of consumption and the marketplace

Various means of communication

the glocalization of hip-hop

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Reflection

personal

business

Expressing their individual perceptions

lucrative market

Why is hip-hop be perceived by individuals in different cultures?

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Reflection

future

Why is hip-hop be perceived by individuals in different cultures?

Thanks for your attention!