A level media mest 4: Critical Investigation: Project Proposal

How does hip hop represent black people, with specific reference to the track 'Plug' by Rich the Kid?

Working title

To what extent are young people being influenced by hip hop music with reference to the song 'Plug' and artists like 'Rich the Kid; Playboi Carti; Kodak Black;'

Angle

Aren't youngsters exposed to a life of criminality when their favourite rap artists are criminals themselves? Are hip hop videos becoming even more explicit with content shown like drugs, women and violence and wouldn't it reinforce stereotypes, representations and ideologies of young people? Or aren't these rap videos a compressed film which portrays a way of living?

Hypothesis

Hip hop has a negative impact of black people as a whole because the music videos are explicit and reinforce ideologies created about them which has been generalised amongst black people for decades.

Linked production piece

MIGRAIN

Representation:

Negative representation of black people as they are portrayed in an over hyped manner suggesting they have had some intake of drugs - seen as the song is about it. This means that dominant ideologies of black people can be reinforced and would eventually be generalised with all of them meaning people's view would stay the same and not be challenged. Tesa Perkins' theory can be applied to infer some stereotypes may be true.
There is an obvious case of young people being motivated into becoming a criminal because the artists in the song are all young themselves. Therefore, this suggests rap music had a impact on their lives and now they have followed the foot steps of some of their favourite rappers. Despite this, these artists are making legitimate money from being in rap and this is what opinion leaders (news institutions) don't show their audiences.
Typical representations on display in a hip hop music video. The artists are showing off their luxurious items and money and at times it doesn't correlate with the lyrics of the song. This is deliberately done to emphasise their wealth and want the World to know about it. However, a major representation we would associate with hip hop music videos is the objectification of women which we don't see in the music video. So this slightly challenges the stereotype rap has on the way women are treated in the genre because they aren't shown wearing revealing clothes because they aren't shown at all. This is the reason why I don't believe it entirely challenges the stereotype because the artists probably would have objectified women if they were in the video
The artists are doing the representing in the music video. This is a self representation which shows the youngsters gloating about being criminals and the struggle they went through to become successful. In addition, the representation on display can be used to suggest these artists had nothing when growing up and no guidance to become successful through education for example.
Altogether, the representations are accurate of the artists and any other artists involved with 'trap' music. Ideologies of this genre would be reinforced due to the music video because of the narrative, lyrics and props in the video. However, it wouldn't be fair to generalise these representations with all young people as that would be a stubborn and outrageous claim.

Narrative:

The narrative is typical of a hip hop music video as it is about drugs being distributed to people. There isn't a major story line to the video but the one that does appear comes on screen whenever the chorus is being played. It is of Rich The Kid holding a bag (drugs inside) which will probably be given to his client. The chorus acts as an example of what these artists do to get the expensive assets they show off in each verse. Therefore, the chorus has a chronological order.
Some of the audience may be able to use uses and gratification theory personal identification so would be able to relate with the artists. This means that they may live a life of criminality by selling drugs or may have money or expensive cars like the artists in 'Plug'.
The setting of the trap music video is completely different in contrast with your common trap music video. This is because where it would normally be in a run down neighbourhood or a house party, we see the artists in a more lush area and in the narrative we see Rich The Kid go in an elevator of an apartment to the top floor. It has a pool which can immediately suggest the apartment is expensive.
The editing of the music video is common with a trap song. The key conventions of a trap music video would be the fast pace of transitions, sound effects. This is done to give the audience a realistic perspective of the artist's state of mind which would be the opposite to a sobered person. For example, the fast paced transitions can be used to suggest they can't really process what is taking place, everything seems to be a blur and there's too many things happening at once.
The camera movement is also fast to increase the hype for the song and remind the audience about the purpose of the song which is to become successful in anyway possible. The use of the close up on each artists when they begin their verse is simply used to show audiences the central image and who to focus on. This is important because new listeners want to know who's verse is approaching so they can ready their selves to enjoy a verse

Institution:

The music video was distributed on YouTube by the famous hip hop music channel, WorldStarHipHop. The channel now has 3 million subscribers compared to the 2.9 million at the time of writing up my research. This is a significant increase over that short period of time which shows the popularity of the channel. Therefore, it would give 'Plug' a good amount of listeners for the song to become global which it has with 18.6 million viewers. The channel is reliable for distribution as this isn't the only example of a song that's been a hit as this one of many popular music videos.
In addition, MexikoDro created the beat to the song. He is a producer from Atlanta who has established himself through Sound Cloud and YouTube. We would assume he is a low key producer which he is and that he has little experience of working in the industry professionally. This is because he publishes his work on services without professional artists creating lyrics to go over it. Therefore, it implies the music industry allows people to break through and become successful not matter their academic achievements.
WorldStarHipHop is also responsible for uploading other hip hop songs which are new. They usually are trap songs which is affiliated with drugs, sex, violence and has a more aggressive style of approach. In addition, the YouTube channel releases songs exclusive to the channel so works as a tool for synergy to attract an audience to the same distributor which can significantly increase the hype for songs
Social media works as a perfect platform for distribution of this song and others similar to it. This is because its free to advertise the song using this method so wouldn't cost the artists much as the only institution that would need to be tackled would be the social networking site. For example, Instagram is a way for the artists to advertise a new release which is ideal because their fans would be able to be informed immediately about it and can buy or download the song.
WorldStarHipHop: the owner of the channel is Lee O'denat

Genre:

The genre the song belongs to is hip hop which fits under the category of trap. The phrase 'trap' originates from southern America which can be analysed through connotation as well as denotation. The simple meaning of trap could be the struggle black people (specifically) face of trying to escape the ghetto. In addition, the deeper meaning could be the unfortunate circumstance these people face and the standard of living. Drugs, violence are some of the problems about living in 'trap' areas like Atlanta Georgia because these people see it as a way of protecting themselves. Therefore, the song does perfectly fit well with the situation it's audiences are in.
The props from the music video is expected of a hip hop music video. They are showing off their expensive garments and assets as a whole. For example, the 'flexing' of the Jordans suggests the artists are rich are able to buy luxury goods. Tess Perkins theory can be used to state some stereotypes are positive because these artists have put in work to have the fortune to pay for expensive items
Something that is unique about this song is that women aren't really being objectified by the artists like other hip hop music videos do. In the video we don't see any women dancing half nakedly because there is no presence of a woman. This immediately would infer the song will be about something more serious or about the artist's lives because they don't want the audience's attention to be distracted by the women. It also subverts the stereotype of women being portrayed as sex freaks which was formed decades ago with the introduction of rappers from groups like N.W.A and Mobb deep.
The artists fit the image of a rapper because they are young black people who are wealthy. Also, the style of rap has changed over the years which is a lot less clearer lyrically but is becoming the norm. Rich The Kid for example has a fast flow but people would find themselves having to research what he is saying in his songs at times.
The setting subverts an audiences expectation of a song like this. This is because we would associate hip hop with drugs and run down neighbourhoods.

Language and forms:

Denotation comes from the expensive items the artists show off with. No surprise with this as its expected of a hip hop music video
The main connotation comes from the title of the song 'Plug' which is a person from the trap who sells drugs. This is important to understand before listening to the song because the artists are constantly referring to the phrase.
Non verbal gestures is similar to other trap music videos. For example, the artists use gun signs and use the infamous 'dab' - dance.
The setting of the song is Atlanta Georgia which is a place where the artists are all familiar with. Its the location where some rappers currently live or chill because the rap game is popular there.
Use of the phone is a typical stereotype of youngster's addiction to technology. These artists probably use the phone for connecting with friends and clients.

Values and ideologies:

Dominant ideologies of black people being reinforced. This would be their association with violence, criminal behaviour and rap as a whole.
Dominant ideologies of youth being reinforced. This would be the constant use of the phone and their joy of gloating and boasting about their expensive items
The preferred reading of the song would be positive because its what people who enjoy this type of music want and expect
Values may be changed due to the the lyrics outlining how to become successful through criminal activity
Ideologies of rap may slightly change because of the irrelevance of women in the video

Audiences:

Target audience for the song would be young people from the age 16 to 27
Black people would probably be targeted too because they may be able to relate to the artist's lives more - personal identification
Audiences can use the song for pleasure. For example, people can use it to dance to and upload to social media which they have done. Some people make money from posting videos of themselves dancing to songs like Plug for money
The song wasn't published for the purpose of 'personal identification' as it can be for people like me who like the song.
People who would want to listen to the song would know to check WorldStarHipHop for the official song. This is just shows the connection the channel and the audience have constructed over this time.

SHEP

'Black Lives Matter'. This is a campaign that has been generated over the past year because of the increasing numbers of injustice killings by police (mainly in America) on African Americans. It was created to create awareness and because black people of America were frustrated with the killings inflicted on their people. Hip hop has also attempted to make itself recognised through the artists recording songs stressing their's and other people's pain. Artists like Kendrick Lamar and J. Cole are the rap artists who try to be influential and display the perspective of inferior ideologies which has given black people a voice.

Influences of this song however shows the consequence of inequality. This means that black people feel as if they aren't being treated fairly so are more likely to break the law and these artists are doing this according to the lyrics through their use and selling of drugs. Trap artists in general rap about different pleasures and illegal activity which people usually listen to so they can vibe to the song.

Hip Hop in the past is similar to rap nowadays when considering the lyrics of these songs. A song like 'fuck the police - N.W.A' can be related to a song like 'fuck Donald Trump - G Eazy, Macklemore'. Both songs attempt to challenge the political system and people within it because they believe their rights were/are being breached which is evident with the numerous mysterious killings by police officers on black people both then and now.

The methods of distribution of songs have altered in the past decade for sure because of the rise in new and digital media. This has led to easier and free ways of audiences being able to obtain music they want through illegal downloading websites which has meant these artists aren't making as much money as they would in the past. However, it could play into the artist's hands because their fan base could increase significantly because audiences would be able to listen to their music for free and if they enjoy it may attend the artist's concerts or buy albums. Furthermore, I don't believe it would affect these musicians that much because some could suggest they make their biggest profits through their illegal activities rather than the music industry. It is probably used a source for recognition and extra money.

People of upper, middle classes are absolutely against hip hop because the impact it has on society. They are afraid young people will be influenced by the lyrics and music videos produced by rappers because it is inappropriate and degrades all kind of people. Most specifically the way women act in rap music videos is an unrealistic representation of them which can have an impact of the ways young males and females think of themselves.

Hip hop songs are usually uploaded to WorldStarHipHop which is a YouTube channel that mainly publishes trap music. This is because these artists are usually low key or upcoming so need the recognition WSHH can give them.

Newspapers try their best to reinforce stereotypes (right wing) of black people by using rap and the impact it has on people. For example, they may refer back to hip hop when delivering a news story. They want their preferred reader to maintain their dominant ideologies of certain groups of people and this links back the hypodermic needle model because people believe what they the media spoon feed them.

Issues/debates

Representation/stereotype:

The representation of black people
The representation of youth
Stereotype of police
Stereotype of hip hop artists

Media effects:

Impact trap music has audiences
Impact the trap music has on youth specifically
The impact the new style of rap is having on rap community

Moral panic:

News institutions would want to influence it's audience into believing the hip hop industry is having a negative impact on society and children
Theory like the hypodermic needle model can be utilised
The association between black people and crime

Ownership and control:

Artists are challenging against piracy
Audiences are able to download music for free through illegal websites
Low key rappers have a better chance of becoming successful because of the increase in digital media

Media technology and the digital revolution:

Music can be distributed on more platforms
Low key rappers are able to emerge into the hip hop industry
The sound of hip hop has changed now compared to when rap first began because of the increase in technology - auto-tune

Theories

Semiotics:

The denotation in hip hop comes mainly from the lyrics. An example of this would be 'Plug' which can have different meanings. This is where the creativity would come from in the song as people who do understand the meaning would be able to establish the meaning for each of their verses or the chorus. The connotation could be the deeper meaning of the phrase repeatedly used by the artists.

Gender and ethnicity:

The artists don't outline their ethnicity but they specifically outline where they come from in America. This is because they are gangsters and want to represent where they are all staying. Therefore, this can have a impact on the representation of black people as they are portrayed to be criminals.

Marxism and hegemony:
The division of classes shows the difference in the way black people are treated.

Audience theories:

The hypodermic needle model can be used to suggest the news influences it's audience

Genre theories:

Rap has slightly changed when considering the quality of artists but the meaning has stayed the same.

Research plan

Media text:

The main text will be on the hip hop song 'Plug' by Rich the Kid feat. Playboi carti & Kodak Black

Other media texts:

Madeintyo 'Jerry Stackhouse'
Madeintyo 'Uber everywhere'
Kodak Black 'Like Dta'
Big Will 'What you Mean'
21 Savage 'X'
Madeintyo 'I want'

TV documentaries:

Link Up TV. This releases music videos and other type of videos of rap artists
Police brutality. The documentary shows how the law enforcement abuse their authority.

Academic texts/books:

Dennis Rome 'Black Demons' - Negative deception of African Americans
Jeff Chang 'Can't stop won't stop: a history of the hip hop generation' - the way to become successful in hip hop

Internet Links:

A level media mest 4

Thursday, 6 October 2016

Critical Investigation: Project Proposal