Pacific Sociological Association Shake It, Baby, Shake It: Consumption and the New Gender Relation in Hip-Hop Author(s): Margaret Hunter Source: Sociological Perspectives, Vol. 54, No. 1 (Spring 2011), pp. 15-36 Published by: University of California Press Stable URL: http://www.jstor.org/stable/10.1525/sop.2011.54.1.15 . Accessed: 11/08/2011 02:26 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact
[email protected]. University of California Press and Pacific Sociological Association are collaborating with JSTOR to digitize, preserve and extend access to Sociological Perspectives. http://www.jstor.org SHAKE IT, BABY, SHAKE IT: CONSUMPTION AND THE NEW GENDER RELATION IN HIP-HOP MARGARET HUNTER Mills College ABSTRACT: Hip-hop is a popular music genre that has generated a multi-billion dollar industry. Although its gender and race relations have historically been problematic, they have recently transformed in particular ways. This study examines the forty-one best-selling rap videos of 2007– 2008. Through a qualitative content analysis of videos and lyrics several themes emerged. Hip-hop’s focus on conspicuous consumption, buttressed by the success of entrepreneurial rap moguls, has merged with strip club culture to create a new gender relation based on sexual transaction.