This thesis explores the phenomenon of cancel culture within the media and communication science field, aiming to contribute to the understanding of cancel culture beyond the focal point of the cancelled figure. Drawing upon the theoretical framework of Governmentality with discourse and language and utilizing Multimodal Discourse Analysis (MCDA) as a methodological tool, the study delves into the complexities of cancel culture and its implications. The research involves a comprehensive qualitative analysis of Facebook news posts, with a further selection of content informed by a preliminary quantitative analysis of prevalent language themes found in their comments. By combining both quantitative and qualitative approaches, the study provides a nuanced understanding of the discourses surrounding cancel culture. Through an exploration of the praise of Yasin as Sweden’s best rapper, now a prominent figure within the context of cancel culture, the thesis analyses the qualitative technicalities of how Yasin is being cancelled and its potential resonance with his fans from marginalized communities. It sheds light on how Yasin's music functions a powerful medium of expression, capturing the complexity of life in exposed areas that resonates with the experiences of many young residents in the suburbs of exclusion. The thesis problematizes the potential consequences of cancelling public figures of marginalized communities and how this can be understood as a power relationship. Moreover, it stresses the potential segregation of social circles that can result from such actions. By this, it underscores the paradox of cancelling Yasin, who addresses the challenges faced by marginalized communities, and how cancelling his domestic narrative may further widen the divide between these communities and the rest of society.

Social contagion—the spread and adoption of affects, behaviors, cognitions, and desires within a social group due to peer influence—is a widely studied phenomenon that continues to have a significant impact on commerce. When social contagion occurs within a culture of consumption, brands and branded products are not only adopted by the community, but they are also normalized and elevated from a strictly utilitarian function to identity-markers. Brands become important components of cultural meaning. Despite this impact, the specific details of the processes of social contagion are still relatively unknown. This dissertation studied social contagion within the hip hop culture of consumption, a multi-billion dollar marketplace. Using data from the Reddit social networking platform, the research provided empirical evidence that non-linear social contagion exists within the hop hip community for multiple brands. A netnography determined the processes by which brands and branded products spread within the hip hop community. Building on the established social processes of evaluation and legitimation that are known to drive the community coordination necessary for social contagion, the research uncovered four underlying mechanisms—responding, recontextualizing, reconciling, and reinforcing. These four mechanisms of evaluation and legitimation not only provide a richer understanding of social contagion but also enable the embedding of brands into culture and culture into brands. This theory-grounded empirical analysis of social contagion and meaning-making in the hip hop culture of consumption provides practical insights to marketers on how to better curate signals and communications to drive cultural meaning. / Business Administration/Marketing

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I denna uppsats undersöks hur den amerikanska hip hopen ackulturerats hos artisten El Chojini Spanien med avseende på temat rasism i hans texter. Uppsatsen tar upp ackulturation avamerikansk rap i Europa, Spanien, och i synnerhet hos artisten ifråga. Framställningen syftar till att belysa forskningsläget på området, och därifrån vittna om likheter och skillnader itexter inom hip hop på bägge sidorna om Atlanten. I framställningen finns också en kvantitativ textanalys

erica monteiro’s collection, (evol)ution is love spelled backwards, is book of poetry created to give readers a glimpse into the personal politics of a woman of color coming into her own. The selected pieces are written as a journey through the writer’s heart. monteiro creates a mosaic through lyrical prose that is both tangible and illusive. Some of her pieces speak to current contemporary issues as in the poem “goodnight obama”, and others deal strictly with matters of love, as in “the last hurrah”. Each poem is flavored by its own unique brand of language reminiscent of twentieth century urban lyricism. monteiro’s “text speak” and new derivations on old words allow her to style shift between poetic lines, making for a creative blend of both academic and pedestrian imagery and symbolism. (evol)ution is love spelled backwards, is a mix of monteiro’s different voices, balanced to give her readers a unique perspective of her verses.

The project Attitude explores how to build silhouettes with sports gear. By taking elements from hip-hop fashion from the 90`s I will interpret a streetwear collection that is high fashion. The sports gear I have chosen is old material from sports shops, hockey associations and second-hand. Presenting the potential of pre-used gear shows an alternative way of creating a new value for the category streetwear fashion. The supply of gear that I have gathered is limiting and directing my decisions. By building the silhouettes with draping as the design method it will form the final outcome. The combination of sports gear and fashion has previously been explored. The collections have shown the functionality of the gear by applying its original placement; In contrast, The project Attitude will show alternative perspectives on how one can use the gear and push sports fashion and its expression.

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Educational reform movements are constantly in the process of trying to improve a fractured educational system. Many scholars contend there is a discrepancy between educational outcomes for White students and students from diverse ethnic backgrounds. Some educators in working class communities of color have begun to infuse elements of students’ social and cultural backgrounds, including popular culture, to create instructional methods that can better engage and pique student interest. Hip-hop Pedagogy is one of the methods, rooted in popular culture, which is being used in classroom settings to increase students’ awareness about the societal constructs and issues in their communities that may affect them. Student access to Hiphop based instructional methods, however, have been limited and virtually absent from elementary education settings. However the consumption of Hip-hop culture persists in urban communities worldwide. This qualitative study implemented a Hip-hop emergent-based curriculum in an elementary school setting, closely documenting the perceptions and responses to the curriculum by four young males students of color. The study consisted of five consecutive classroom sessions, in which the curriculum and dialogue focused on different expressions of Hip-hop culture. Student viewpoints were logged daily in focus groups and the data that emerged from the sessions and focus groups informed the emergent curriculum. Graffiti became the Hip-hop element of focus chosen for deeper exploration by the participants in this study. The study revealed a number of findings that point to the potential value of an emergent Hip-hop curriculum with elementary male students of color.

Since its creation over two decades ago, French rap music has evolved to become both wildly popular and highly controversial. It has been the subject of legal debate because of its violent content, and accused of encouraging violent behavior. This thesis explores the French M.C.'s role as representative and reporter of the France's suburbs, la Banlieue, and contains analyses of French rap lyrics to determine the rappers' perception of Banlieue violence. Using the song lyrics, this work examines the conditions and causes of that violence as seen by the Banlieusard, and answers the critics' accusations that French rap is a call to violence.

Hip-hop as a cultural phenomenon has gradually taken on a position as one of the post popular music genres in recent history. A form of music that still strongly relies on its roots as an artform for black males. Which has generated an excluding culture that enhances the dominating norm of masculinity. In regard to Sweden’s case of being an egalitarian country and even so having a hip-hop scene that reflects a different type of discourse in accordance with the dominating masculine norm. This generates an interest in how Swedish hip-hop artists (both female and male) construct gender from 2001 to 2021 which this thesis seeks to contribute to understand. Through critical discourse analysis which aims to facilitate the understanding of song lyrics through a three-step analysis of text, discursive practice, and social practice. Through six albums from 2001, 2011 and 2021 the interpretation and analysis came to an understanding that norms and structural circumstances seeks to exclude women and enhance a continued masculine music industry. With variations in the order of discourse with an underlying will of empowerment and autonomy.