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Authenticity and Corporate Sponsorship

Authenticity and Corporate Sponsorship. Preparing to talk about “What is Independent Hip Hop” . Do you believe that it is possible for corporations to be genuinely involved in creative communities that pride themselves on being “authentic” and “real”? Why or why not? .

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Authenticity and Corporate Sponsorship

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  1. Authenticity and Corporate Sponsorship

  2. Preparing to talk about “What is Independent Hip Hop” • Do you believe that it is possible for corporations to be genuinely involved in creative communities that pride themselves on being “authentic” and “real”? Why or why not?

  3. “What is Independent Hip-Hop?” p. 303 • What is the point that Hector Gonzalez is making about the connection between the independent hip-hop scene and the advertisers that want to reach that community? • Why, according to the author, do the advertisers of the Scion avoid the mistakes made by other companies who tried unsuccessfully to market their products to an urban audience? (see paragraphs 5-7).

  4. Product Placement • This essay is also related to the practice of “product placement,” which occurs when a corporation pays to have a character use a specific brand on screen. • Can you think of any examples of product placement you’ve seen recently? Did they detract from the story, or did they seem natural? What do you think of this trend?

  5. Preparation for Midterm • The Midterm will be a question drawn from our discussion of the “What is Independent Hip Hop” essay and the relationship between creativity and corporate money. (You might also want to review “Old Navy: Cool Clothes for Identical Zombies”) • How do I prepare for the midterm? • Know the essay and the issues. Know what you think about them. • Review the properties of a good thesis and a strong topic sentence. • Take notes on the essay, know any unfamiliar vocabulary. • Bring your text book and class notes.

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