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Mass Media Framing of Hip-Hop Artists and Culture

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Mass Media Framing of Hip-Hop Artists and Culture Graduate Theses, Dissertations, and Problem Reports 2001 Mass media framing of hip-hop artists and culture Marc Allen Rutherford West Virginia University Follow this and additional works at: https://researchrepository.wvu.edu/etd Recommended Citation Rutherford, Marc Allen, "Mass media framing of hip-hop artists and culture" (2001). Graduate Theses, Dissertations, and Problem Reports. 1131. https://researchrepository.wvu.edu/etd/1131 This Thesis is protected by copyright and/or related rights. It has been brought to you by the The Research Repository @ WVU with permission from the rights-holder(s). You are free to use this Thesis in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you must obtain permission from the rights-holder(s) directly, unless additional rights are indicated by a Creative Commons license in the record and/ or on the work itself. This Thesis has been accepted for inclusion in WVU Graduate Theses, Dissertations, and Problem Reports collection by an authorized administrator of The Research Repository @ WVU. For more information, please contact [email protected]. Mass Media Framing of Hip-Hop Artists and Culture Marc A. Rutherford Thesis submitted to the P.I. Reed School of Journalism at West Virginia University in partial fulfillment of the requirements for the degree of Master of Science in Journalism Terry Wimmer, Ph.D., Chair Ralph Hanson, Ph.D. Gwen Bergner, Ph.D. Maryanne Reed, MSJ Department of Journalism Morgantown, West Virginia 2001 Keywords: Mass Media, Framing Theory, Hip-Hop Copyright 2001 Marc A. Rutherford Abstract Mass Media Framing of Hip-Hop Artists and Culture Marc A. Rutherford The purpose of the mass news media is to inform individuals and society of important issues and events of the day. This coverage is influenced by the reporter’s background, experience, time constraints, and a host of other factors. The way a reporter chooses to cover a particular story gives the story its slant or frame. Examining a cross section of media outlets from around the country gives a more complete picture of how a story is presented to society as a whole. Media coverage of hip-hop culture and the artists associated with it on a national level has been decidedly negative over the past twelve years. From the first rap/hip-hop Grammy win of Jazzy Jeff and the Fresh Prince through the murders of Tupac Shakur and Notorious B.I.G. up to Eminem’s nomination for Album of the Year for 2000, hip-hop is framed as “bad boy” music produced mainly by derelicts and criminals. This study examines these frames and analyzes the causes leading to such framing. -iii- ACKNOWLEDGMENTS: I would like to thank Professors Ralph Hanson and Terry Wimmer for their guidance with this project. Your input with regard to resourcing was invaluable to the culmination of this study. I would also like to thank the members of my committee: the aforementioned professors along with Professors Gwen Bergner and Mayanne Reed, for dedicating their time and energy in seeing this project through to its completion. Many thanks and much love goes to my parents, Jane and John Rutherford, for supporting me in all ways possible during my time at WVU. I will appreciate what you have done for me forever. -iv- TABLE OF CONTENTS: I) INTRODUCTION 1 II) LITERATURE REVIEW 2 a) Framing and Frame Analysis 2 b) A History of Hip-Hop 6 c) An Overview of Media Coverage of Hip-Hop 12 d) A History of American Black Music in the Media 14 III) RESEARCH QUESTION 16 IV) METHODOLOGY 16 V) RESULTS 21 a) Findings for Jazzy Jeff and Fresh Prince 22 b) Findings for 2 Live Crew 23 c) Findings for Tupac Shakur 26 d) Findings for Notorious B.I.G. 28 e) Findings for Combined Murder Coverage 30 f) Findings for Lauryn Hill 32 g) Findings for Eminem 35 h) Overall Findings 37 i) Findings for Columns 40 j) Findings for Alternative Press Coverage 43 VI) CONCLUSION 48 VII) TABLES 51 VIII) BIBLIOGRAPHY (NEWSPAPER ARTICLES) 53 IX) BIBLIOGRAPHY (ALT PRESS COVERAGE) 56 X) BIBLIOGRAPHY (WORKS CITED) 58 -1- INTRODUCTION: Hip-hop is one of the most prominent genres of music on the pop culture scene today. The influence of hip-hop on the mainstream culture can be seen in popular styles of dress, speech patterns, and cultural values. In many ways, hip-hop is this generation’s answer to rock and roll in the 1950s and 60s or jazz in the 1920s and 30s. This is music made by young people for young people, drawing a proverbial line in the sand between the younger and older segments of our society. With this idea in mind, the mainstream media’s coverage of this music and culture is an indication of how the dominant culture will view this phenomenon. News frames are being set by a generation of mostly older whites not connected to this musical genre or its creators, who are predominantly young Blacks and Latinos. This research chronicles the stories being told about hip-hop by the mainstream media to the dominant culture, exposing what information is provided to viewers of such publications. The importance of identifying these stories is to locate patterns of information that frame hip-hop and those associated with it in a particular way. If viable patterns emerge, they can be utilized to draw wider conclusions and generalizations about mainstream public sentiment of hip-hop artists and culture. -2- LITERATURE REVIEW: Framing and Frame Analysis The theory of media framing has its origins in the study and interpretation of media messages. Beginning in the 1970s with pioneering researcher Erving Goffman, this research has been furthered through the work of Tuchman, Minsky and Altheide, among others, over the past 25 years. In his influential work Frame Analysis, Goffman characterizes frames as a “schemata of interpretation” used to “locate, perceive, identify, and label…what would otherwise be a meaningless aspect of the scene into something that is meaningful” (1974). We are bombarded each day with countless pieces of information, and media framing puts some of these pieces together in a more coherent way. Nelson, et al. define a frame as “the process by which a communication source…defines and constructs a political issue or public controversy,” thereby creating the framework for public dialogue on a given topic (1997). Reporters use these frames to sort out and make sense of an overwhelming amount of potential news and information produced every day. Framing is utilized in all media content to the extent that reporters decide which stories are given precedence, and what aspects of those stories are accentuated. Audiences begin to recognize and accept these frames through repeated viewing. Framing sets the parameters through which the public discourse will occur. -3- Newspaper reporters write hundreds of stories per year. Certain stories are consistently told in a particular way, fitting the writer’s, and usually society’s, dominant frame of the story. Researcher Gaye Tuchman found that reporters “set the frame in which citizens discuss public events” and thereby “narrow the available political alternatives” (1978). This is especially true when issues of race are covered by the media. Public opinion drives political action, and if the media shape public opinion to a large extent, the media can affect race-related public policy with their stories (Gissler 1994). While giving the audience the who, what, when, where, why, and how of an event, the author makes personal decisions about what should or should not be included in the details of the story. The writer must decide what type of story is being covered, and to what depth she/he will research the story. Is this a front page story? Should the newspaper put time and resources into further investigation of the event? These are questions that the reporter asks him/herself to determine the brevity or depth of coverage and overall approach to a story. Just as children can imagine alternate endings to stories they tell each other, there is an infinite number of ways the media can frame and arrange stories to produce different messages (Tuchman). The model Robert Entman used in his analysis of framing in the KAL and Iran Air incidents of the 1980s identifies five criteria that emphasize the overall media framing of a particular story: sizing, agency, identification, categorization, and generalization. Application of these factors in analyzing a news story gives much greater insight into the overall impact the story has on the viewer. These are the primary factors I will be utilizing in my analysis of hip-hop coverage. The style of coverage afforded to hip-hop -4- by the media is a reflection of how mainstream society will view hip-hop and those associated with the culture. One of the most important aspects of examining frames is to identify the sources used for the story. The sources a reporter chooses to utilize greatly impact how a story will ultimately be framed. Many reporters have reliable, long-time sources within the government, police, or public relations establishment that they turn to over and over again for pertinent information. This reliance can skew the reporter’s vision of a story toward the status quo; they are receiving information from a relatively small group of people, most of whom have agendas they are hoping to push. Media sources “provid[e] the context within which all other information is evaluated,” creating a framework in the reporter’s mind from which he/she feels the story should be covered (Shoemaker and Reese 1991). Consequently, alternative viewpoints may be largely overlooked or ignored.
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