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?
“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).
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?
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.