Journal #2

Convergence culture is the idea of consumers being the influence of the commercial and corporate world. Today we live in a convergence culture where technology and social media is dominant. There is always a trend and social norm on media whether it is evident or not. An example of this culture in media is when someone famous is endorsed to wear a company’s attire. As a result, their followers will also purchase and wear what they wear because of their popularity in media. In relation to hip-hop, it has gradually become a convergence culture because it is now perceived as its own culture accepted by society. Saying this, there are many trends in hip hop that gain popularity amongst consumers. An example of this, are contest shows like American Idol where the viewers choose the winner. The winner is usually based on popularity rather than talent. This is why hip hop in relation to convergence culture has changed over the years. There are now different definitions of hip hop and hip hop fusions with other genres like hip hop trap. However, ever since hip hop became mainstream, a commercial stream of hip hop catering to the masses evolved. Mainstream hip hop looses the authenticity of its origins because of this convergence culture. For example, songs now promote violence, drugs and sex, where as hip hop started as a way to stray away from those activities. Unfortunately, the reason for this is because these are the topics that interest the masses.

 50 Cent’s “Candy Shop” is an example of the objectification of women and luxury evident in the fancy cars, mansion house and the clothing he wears because of media’s perception of hip hop.