This study analyzed the process of subject formation in South African underground hip hoppers. The main focus of the study was to explore how resistance is constructed and achieved through embodied discursive practices and discourse in underground Hip Hop music. The study analyzed how the terms, 'Representing', 'Keeping it real' and 'Hustling', were used by hip hoppers in their construction of a hip hop subject. These terms were used by the hip hoppers as the standard against which all hip hoppers are compared if they are to be considered authentic hip hoppers. It was found that resistance was framed in the form of a heroic narrative that made use of these vernacular terms. The word 'Hustling' was used to denote the difficulties that face the hero in a heroic narrative. This heroic narrative was a strategy in which the hip hoppers repositioned themselves as heroes fighting in a hard world, one full of inopportunity against people like themselves. Overcoming this space was important to the hip hoppers but retaining connections to it was also seen as equally important. Because of the history of opposition surrounding the emergence of hip hop, claiming and retaining marginalization remain important to hip hoppers in accounts of themselves. / Thesis (M.Soc.Sc.)-University of KwaZulu-Natal, Pietermaritzburg, 2012.

Dissertation submitted in compliance with requirements for the Master Degree in Technology: Marketing, Durban University of Technology, 2010. / Hip-Hop culture has created a lot of interest and controversy around the world. Most people have used and engaged in debates without having a clear understanding of it. Although there are numerous articles to be found on Hip-Hop culture, very little research has been done on this particular topic. The confusion that surrounds Hip-Hop culture highlights the need for marketers to conduct more research on this particular area. This particular study was conducted within the South African marketplace, in four Durban areas using a quantitative research method. The sample for the study was supposed to consist of 400 hundred respondents, but only 350 respondents were selected using a convenience sampling. Respondents were required to complete a six paged questionnaire with the interviewer's assistance. The main objective of the research was to identify and analyze the marketing implications of Hip-Hop culture in the greater Durban area. The results revealed that 60% of the respondents are strongly committed to Hip-Hop culture and they are brand fanatics. Therefore, this seeks to say, that marketers need concentrate on promoting Hip-Hop products and services. And is the high time to know the Hip-Hop culture's needs and wants. / Lesotho Government (National Man-Power) ; Pebble Bed Modular Reactors ; National Research Foundation