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    Changing Images of Violence in Rap Music Lyrics: 1979-1997Author(s): Denise HerdSource: Journal of Public Health Policy, Vol. 30, No. 4 (Dec., 2009), pp. 395-406Published by: Palgrave Macmillan JournalsStable URL: http://www.jstor.org/stable/40542235.

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  • 7/24/2019 Changing Images o Violence in Rap Lyrics, 1970s-1990s

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    Original

    Article

    Changing

    mages

    f

    violence

    n

    Rap

    music

    lyrics:

    979-1

    997

    Denise

    Herd

    School

    f Public

    Health,

    0

    University

    all,

    University

    f

    California,

    erkeley

    94707,

    CA,

    USA.

    Abstract

    Rap

    music

    has been

    t the

    enter f concern

    bout

    the

    potential

    harmful

    ffects

    f violent

    mediaon

    youth

    ocial

    behavior.

    his article

    xplores

    the

    roleof

    changingmages

    f

    violence

    n

    rap

    music

    yrics

    rom

    he

    1970s

    to

    the

    1990s.

    The results

    ndicate

    hat there

    has been

    a dramatic

    nd sustained

    increase

    n

    the

    level of

    violence

    n

    rap

    music.

    The

    percentage

    f

    songs

    mentioning

    iolence

    ncreased

    rom

    7

    per

    cent

    during

    979-1984

    to 60

    per

    cent

    during

    994-199 .

    In

    addition,

    ortrayals

    f violence

    n later

    ongs

    re

    viewed

    n a more

    positive

    ight

    s shown

    by

    their

    ncreased

    ssociation

    with

    glamor,

    wealth,

    masculinity,

    nd

    personal

    prowess.

    Additional

    analyses

    revealed hatgenre, pecificallyangster ap,is themostpowerful redictor

    of

    the ncreased

    umber

    f violent

    eferences

    n

    songs.

    The discussion

    uggests

    that iolence

    n

    rap

    music

    has ncreased

    n

    response

    o the

    omplex

    nterplay

    f

    changing

    ocial conditions

    uch

    as the

    elevated

    evels f

    youth

    iolence

    n

    the

    1980s

    and

    changing

    ommercial

    ractices

    within

    hemusic

    ndustry.

    Journal

    f

    PublicHealth

    Policy

    2009) 30,

    395-406.

    doi:io.iO57/jphp.2oo9.36

    Keywords:

    iolence;

    media;

    youth;

    lcohol;

    drugs;

    ap

    music

    Violence,

    articularly

    mongyouth,

    as

    long

    been

    recognized

    s

    a serious ealth roblem. outh iolences a leading auseof death

    and

    injuries;

    ostly

    nd

    damaging

    o the

    healthof

    families

    nd

    communities.1

    xposure

    o violence

    n

    the

    media

    s associated

    with

    aggressive

    ehavior

    n

    readers,

    iewers,

    nd

    isteners.

    n US

    society,

    t

    may lay

    critical

    ole

    n

    promoting

    iolent

    nd antisocial

    ehavior.

    According

    o

    Anderson

    t

    al?

    'Research

    n

    violent

    elevision

    nd

    films,

    ideo

    games,

    nd

    musicreveals

    unequivocal

    vidence

    hat

    media

    violence

    ncreases

    he

    likelihood

    f

    aggressive

    nd

    violent

    behavior

    n both

    mmediatend

    ong-term

    ontexts'

    p.i).2

    Rapmusic asrecentlyeen t the enterfthe oncernbout he

    potential

    armful

    ffects

    f

    violent

    r

    misogynie

    yrics

    n

    social

    behavior.3'4

    espite

    these

    oncerns,

    he

    relationship

    etween

    ap

    2009

    Macmillan

    Publishers

    td.

    0197-5897

    Journal

    f Public

    Health

    Policy

    Vol.

    30,

    4,

    395-406

    www.palgrave-journals.com/jphp/

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    #

    Herd

    music and violence s poorlyunderstood.Onlya handful f studies

    have

    explored

    the

    issue,

    and results

    have been

    conflicting

    nd

    inconclusive.While

    some studies

    suggest

    that a

    relatively

    mall

    portion

    of

    rape songs

    contain references o

    violence,

    others have

    argued

    that

    violence is an almost

    essential elementof

    the

    genre,

    occuring

    n

    most

    ongs.

    Toop's5 analysis uggests

    hat

    he

    emergence

    of

    rap

    music and

    hip-hop

    ulture erved n

    antiviolence

    unction

    n

    the

    South Bronx

    (New

    York

    City)

    neighborhoods

    romwhich it

    emerged

    in

    the late

    1970s.

    Armstrong6

    oted that

    despite

    the

    stereotypes,iolence s notthecentral ocusofraporcountrymusic.

    A

    later

    article

    by

    Armstrong7

    xamined

    490

    rap

    songs produced

    from

    987

    to

    1993,

    finding

    hat

    only

    minority

    f the

    songs,

    22

    per

    cent,

    expressed

    violent and

    misogynist yrics.

    Brutality

    and

    'graphicness'

    n

    'gangsta'

    rap lyrics,

    however,

    celebrates a

    'rape

    culture'.

    n

    contrast,

    ubrin'swork8

    xamined

    130 platinum

    lbums

    with

    430 songs

    released

    from

    1992

    to

    2002

    using

    Anderson's

    conceptualization

    f the

    street ode' and

    found hat

    violencewas a

    central

    theme of the

    lyrics long

    with

    wealth,

    violent

    retaliation,

    nihilism,nd objectificationfwomen.

    To

    begin

    to address

    some of

    the

    conflicting

    indings

    n

    the

    literature,

    his

    study

    xplores

    changes

    n

    the

    prevalence

    nd social

    contextof

    violence

    references

    n

    rap

    music

    yrics

    rom his

    music's

    earliest

    tages

    through

    o

    becoming

    full-blown

    merican

    musical

    genre.

    The

    study

    addresses the

    following

    research

    questions:

    (1)

    Have levels

    of violence

    n

    rap

    music

    yrics

    hanged

    significantly

    in

    the

    history

    f

    the

    genre?

    2)

    Have attitudes

    owards

    violence

    n

    rap

    music

    yrics,

    nd the social

    contexts nd

    functions f

    violence

    n

    rap

    music yrics, hangedover time? 3) Have increases nreferenceso

    alcohol and

    drugs

    in

    rap

    music

    lyrics

    ed to

    more

    mentions of

    violence?

    4)

    Are

    changes

    in

    the

    level of

    violence

    associated with

    changes

    n

    the

    distribution

    f

    particular enres

    f

    rap

    music?

    Method

    Sampling

    We described the process used to select the 340 songs used in

    the

    present

    analysis

    in

    a

    previous

    publication

    from

    this

    study.9

    In

    summary,

    we chose

    the

    most

    popular

    rap songs

    from

    1979

    396

    2009

    Macmillan

    Publishers td.

    0197-5897 Journal

    f Public

    Health

    Policy

    Vol.

    30, 4, 395-406

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    Changingmages

    fviolencen

    Rap

    music

    yrics

    7jv

    through997as rated yBillboard nd Gavin harts,eviewingll

    relevant

    harts

    for

    example

    Dance/Disco,

    Hot Black/Hot oul

    Singles,

    nd

    Rap).

    We dentified

    ap songs,

    nd selected s

    many

    s

    1

    5

    of themost

    opular

    ongs eryear

    rom ach source.

    When he

    most

    popular

    ongs

    from

    he two

    rating

    erviceswere

    combined,

    there

    were

    367

    songs

    n thefinal

    ample.

    hreehundred

    nd

    forty

    songs

    wereused

    n

    the

    nalyses. ongs

    ncluded

    n

    the

    nalyses

    ere

    performed

    y

    African

    American rtists

    or artist

    groups

    with

    significant

    epresentation

    f

    African mericans.

    ongsperformed

    bynon- frican mericanrtists uch as theBeastieboys = 13

    songs)

    were

    excluded because

    of concern hat

    they

    were

    not

    representative

    fAfrican

    merican

    ap

    music

    uring

    he

    ime

    eriod

    of

    the

    tudy. nalyses

    ere

    erformed

    ith nd

    withoutnclusion

    f

    these

    ongs

    nd

    thebasic

    trends

    eported

    n

    this

    paper

    re

    similar.

    (Tables

    ncluding

    hese

    ongs

    re available

    rom he

    uthor).

    Coding

    The

    principal

    nvestigator

    nd

    a research ssistant

    ranscribed

    he

    lyrics

    or ach

    song

    nd coded

    for eferences

    o violence.

    o assure

    that

    there

    would be

    no errors

    r differences

    n

    coding

    between

    different

    aters,

    he

    principal

    nvestigator

    nd

    researchssistant

    ach

    reviewed

    ll

    lyrics

    nd reached

    consensus

    n

    all codes

    ssigned

    or

    every ong.

    We

    codedreferences

    o

    violence t

    theword

    evel,

    sing

    ategories

    derived

    rom wo

    basic ources.

    We

    adapted

    he irst

    et f

    ategories

    from he Juvene ictimizationuestionnaire', hich ncludes

    behaviors

    eferring

    o the

    following

    omains:

    onventional

    rime,

    Child

    Maltreatment,

    exual

    Victimization,

    nd

    Witnessing

    nd

    Indirect

    ictimization.10

    e based

    the secondon

    categories

    sed

    inthe

    Revised onflict

    actic

    cale',

    which ontains

    tems elated

    o

    Psychological

    ggression,

    hysical

    ssault,

    nd

    Sexual

    Coercion.11

    In thefirst

    tages

    f

    coding,

    we

    recognized

    hat t was

    important

    to

    distinguish

    eferences

    o realviolence

    rom he

    use of

    violence s

    metaphor

    for

    example,

    mock

    battles,

    erbal

    ueling

    ontests,

    nd

    words ssociatedwithmusic lang, uch s hits r cuts.We didnot

    analyze

    eferences

    o

    metaphoric

    iolence

    s

    part

    of

    the violence

    trends

    resented

    n

    this

    rticle.

    2009

    Macmillan

    Publishers td.

    0197-5897

    Journal

    f PublicHealth

    Policy

    Vol.

    30,

    4,

    395-406

    397

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    fr

    Herd

    We countedhementionsfviolenceneach ong nd transcribed

    verbatim

    ach

    type

    of violence

    s mentioned.

    y examining

    he

    overall

    ontextnd

    consequences

    urrounding

    iolence

    n

    each

    ong,

    we rated ttitudesowards

    iolence

    s

    positive,

    eutral,mbivalent,

    or

    negative.

    We created

    odes to describe he

    social context f

    violence

    n

    yrics,

    or

    xample,

    lcohol

    r

    drug

    se,

    crime,

    lamour,

    and

    wealth,

    nd

    assigned

    ach

    song lyric

    o a

    particular

    music

    genre brag,

    angster,arty, olitical/culture,

    ove/sex

    aps

    based

    on overall

    yric

    ontent

    nd themusic.

    We created variablesfrom the descriptionsnd counts of

    referenceso violence.

    he variables ncluded

    resence

    r absence

    of

    violence

    n

    lyrics;

    umber

    f violence

    eferences;

    nd attitudes

    towardsviolence.

    Data on

    violence,

    ttitudes owards

    violence,

    social

    ontext,

    onsequences

    f

    violence,

    nd music

    enre

    or ll

    340

    song yrics

    ere ntered

    nto PSS

    Macintosh

    ersion)

    or tatistical

    analyses: requencies,

    ross

    tabulations,

    nalysis

    f

    variance,

    nd

    multipleegression.

    Results

    Our results how that over the

    period

    1979-1989,

    the

    level

    of

    violencementions

    n

    top rap

    songs

    was moderate nd

    relatively

    stable.

    During

    he nitial

    ears

    n

    which hese

    ongs

    were

    released,

    27

    per

    centof them ontained iolence. rom

    1985

    to

    1989,

    the

    average percentage

    f

    songs

    containing

    eferenceso violence

    increasedo

    32 per

    ent.

    eginning

    n

    1990,

    however,

    he

    proportion

    of

    songs

    with violent

    yrics

    scalated

    dramatically.

    hese

    songs

    increasedy23 per entnthefirst years fthe1990s.As a result,

    more hanhalf r

    55 per

    ent f

    the

    most

    opular ap ongs

    eleased

    Table i:

    Changes

    n

    presence

    f violence

    n

    rap

    music,

    1979-1997

    Years All

    songs n-^^o)

    Total number

    f songs Percentage f songs

    withviolence

    n-i6$)

    withviolence

    1979-1984

    37

    10

    27

    1985-1989

    81

    26

    32

    1990-1993 98 54 55

    1994-1997 124

    75

    60

    Likelihood

    10=24.949,

    df=3,

    P=o.ooo.

    398

    Z009

    Macmillan

    ublisherstd.

    197-5897

    ournal

    fPublic ealth

    olicy

    ol.

    30,

    4,

    395-406

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    Changing mages

    of violence

    n

    Rap

    music

    yrics

    8

    il /'

    /

    Mean

    of

    Number f

    I ViolenceMentions

    0-1 . . i .

    1979-

    1985- 1990- 1994-

    1984 1989

    1993 1997

    Figure

    :

    Changes

    n

    mean number

    f violence

    references,

    979-1997.

    from

    990

    to

    1993

    mentionedomeform fviolence.

    he

    high

    evel

    of

    violencewas sustained

    n

    rap song

    yrics

    or

    ongs

    eleased rom

    1994 to 1997. Sixty ercentof songsfrom hisperiod ncluded

    violence eferences.

    n

    addition,

    he

    average

    number f violence

    references

    er ong

    ncreased

    ramatically

    n

    the

    ater ecades from

    1.43

    to

    5.27,

    F=

    8.194,

    =

    0.000

    (Table ;

    Figure

    ).

    Attitudes

    owardsviolence

    n

    rap

    music

    yrics

    lso

    changed

    tremendously

    rom

    979

    to

    1997.

    n

    the arliest

    ap

    songs,

    iolence

    was

    viewed

    primarily

    n

    negative

    r ambivalenterms.No

    song

    appeared

    between

    1979

    and

    1984

    was coded

    as

    representing

    violence

    n

    a

    positive

    manner.

    ongs

    eleased

    uring

    ach

    ubsequent

    periodweremore ikelyoportrayiolencena positiveight nd

    less

    ikely

    o

    depict

    t

    n

    negative

    erms.

    uringi979-i997, ositive

    violence

    ortrayals

    n

    rap

    music

    yrics

    ncreased rom to

    45 per

    cent

    nd

    negative

    nesdecreased

    rom

    0

    to

    13 per

    cent

    Table2).

    The social

    ontext fviolence

    n

    rap

    music

    yrics

    hiftedrom he

    late

    1970s

    to the

    1990s.

    First,

    iolence

    was

    increasingly

    ssociated

    with

    hoodlums nd

    gang ifestyles

    from

    per

    entbefore

    990

    to

    39 per

    centfrom

    990

    to

    1997.

    The

    relationship

    etween iolence

    and

    drugs

    n

    rap

    music

    trengthened

    ver

    ime,

    s

    songsdepicting

    these hemesncreased ivefold from to 30 percent over he

    study eriod.

    heassociation fviolence

    ith lcohol lso

    ncreased,

    but the

    relationship

    as not as

    pronounced

    s that

    with

    drugs.

    2009

    Macmillan

    Publishers td.

    0197-5897 Journal

    f Public

    Health

    Policy

    Vol.

    30,

    4,

    395-406 399

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    fr

    Herd

    Table 2: Changes n attitudes owardsviolence nrapmusic,1979-1997

    Years

    Total number

    Percentage

    Percentage

    Percentage

    f Percentage

    of songs

    with

    of songs

    with

    of songs

    with

    songs

    with

    of

    songs

    with

    violence

    positive

    neutral

    ambivalent/

    negative

    (n=i6j)

    attitude

    attitude

    negative

    attitude

    attitude

    1979-1984

    10

    4

    10

    50

    1985-1989

    26

    19

    35

    19 27

    1990-1993 54

    32

    22

    15

    32

    1994-1997

    75

    45

    28

    13

    13

    Pearson's

    =-0.276,

    P=o.ooo,

    (two-sided).

    Table

    3: Changes

    n

    the social

    context f violence

    n

    rap

    music,

    1979-1997

    Violence

    Percentage f

    1979-1989

    (%

    1990-1997

    (%

    Fisher's xact

    context

    songs n=i6s)

    songs) (n=$6) songs)

    (n=i29)

    (two-sided)

    Alcohol

    10

    i3 O.O25

    Drugs

    25

    6

    30

    0.002

    Thuggish

    ifestyle 31

    3 39

    0.000

    Glamour/wealth

    18

    6 21

    0.045

    Increase ocial status 709 0.071

    Masculinity

    13

    3

    16

    0.049

    Bragging/bravado

    28

    11

    33

    0.011

    Metaphoric

    Use

    77 64

    81

    0.044

    In

    addition,

    he association

    f violence

    with

    glamour

    nd wealth

    increasedmore han

    hreefold from to

    21

    per

    cent and there

    was a trend

    or

    iolence

    o be associated

    ith

    ncreasing

    ocial tatus.

    The use of violence s a wayto assertmasculinitynd personal

    prowess

    hrough ragging

    lso intensified.

    inally,

    he

    metaphoric

    use ofviolence

    n

    the

    yrics

    f

    rap songs

    ncreased

    ignificantly

    ver

    the

    tudy

    eriod

    Table

    3).

    Our

    results

    how

    significantelationships

    etween

    enre

    nd

    the

    presence

    f violence

    n

    rap

    music

    yrics. angsterap

    s

    profoundly

    associated ith iolence

    93 per

    ent

    f hese

    yrics

    ontain eferences

    to violence. substantial

    ortion

    f

    political/cultural

    r

    message aps

    also

    depicts

    iolent hemes. he distribution

    f

    rap

    music

    enres

    as,

    moreover,hanged onsiderablyver imeTable ).

    Given hese

    atterns,

    e examined

    he imultaneousnfluence

    f

    temporal eriod

    and

    genre

    on the

    presence

    f violent

    yrics

    n

    400

    2.009

    Macmillan

    Publishers td.

    0197-5897 Journal

    f PublicHealth

    Policy

    Vol.

    30,

    4,

    395-406

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    Changingmages

    fviolence

    n

    Rap

    music

    yrics

    Table 4: Presence f violence n rapmusicby genre

    Genre Total number

    f

    songs Percentage f songs

    withviolence

    Gangster

    30 93

    Political/cultural

    38

    71

    Party 73 32

    Love/sex

    25

    6

    Other

    24 42

    Total

    339

    48

    songs

    using ogistic egression.

    he results howed hatboth

    ime

    period

    and

    genre ignificantly

    redict

    which

    ongs

    are

    likely

    o

    contain iolence.

    Gangster ap

    songs, ongs

    with

    political/cultural

    themes,

    nd

    more ecent

    ongs

    weremore

    ikely

    o

    mention iolence

    while ove/sex

    aps

    were

    tatistically

    ess

    ikely

    o contain eferences

    to violence

    F=

    13.314,

    P

    =

    o.ooo,

    R2

    =

    o.i79).

    We

    also examined hether

    hanges

    n

    the evel f

    lcohol r

    drugs

    themes

    n

    rap

    songs

    ffect

    he evel f violence

    ortrayals.

    revious

    articles,singhese atahave hown ramaticncreasesnsubstance

    use

    portrayals

    ver ime.9

    logistic egression

    nalysis sing

    data

    from he

    present

    tudy

    howed

    hat he

    presence

    f

    drugs

    n

    rap

    songs

    was

    strongly

    ssociated

    with violence:

    ongs

    with

    drugs

    were

    2.4

    times

    more

    ikely

    o have

    violence eferenceshan

    other

    songs.

    ongyear

    was

    also

    statisticallyignificant,

    ith arlier

    ongs

    less

    ikely

    o have

    violence

    resent.

    he

    presence

    falcohol

    n

    songs

    was

    not,

    however,

    significant

    redictor

    f

    violence,

    when

    the

    presence

    f

    drugs

    nd the

    year

    fthe

    ong

    were aken nto

    ccount.

    Modelspredictingiolence eferenceshat ncludedlcohol,drugs,

    and

    genre

    howed

    that

    genre gangster ap)

    alone accounts

    for

    34 per

    cent

    of thevariance

    n the number f violent

    yrics.

    ther

    variables,

    uch s

    drug

    eferences,

    erenot

    ignificant,

    hereas

    ove/

    sex

    raps,

    and the number

    of alcohol references

    pproached

    significance

    F

    =

    24.964,

    =

    0.000,

    Rz

    =

    0.368).

    Discussion

    Previous esults ndicate hatreferenceso violencen rapmusic

    lyrics

    ave

    increased

    ramatically

    nd thatthose

    references

    ave

    become

    ncreasingly

    ositive

    nd

    linked o

    glamour,

    ealth,

    nd

    2009

    MacmillanPublishers

    td.

    0197-5897

    Journal

    f PublicHealth

    Policy

    Vol.

    30, 4, 395-406

    401

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    personal prowess.The analysisalso showed thattheemergence f

    gangster ap

    is

    very

    strongly

    ssociated with increases

    n

    violent

    lyrical

    ontent.

    Explanations

    or heriseof

    gangster ap

    and

    violence

    n

    rap

    music

    have tended o focuson two basic themes.

    Representatives

    rom he

    musicand othermedia ndustries ave

    argued

    thatmedia violence s

    a reflection f actual social trends.12'13

    choing

    this

    perspective,

    some

    scholarshave focused n

    the

    structuralonditions

    oppressive

    economic and social

    conditions,

    he crack

    cocaine

    drug

    trade and

    ensuingdrugwar,and high evelsofpolice brutality withinurban

    ghettos

    hat

    promote

    violent hemes

    n

    rap

    music.8'14 16 ithin his

    framework,

    ther writershave focused on

    the violent

    ifestyles

    f

    major

    rap

    artists s an

    explanation

    forthe

    rising

    ide of violence

    n

    the

    yrics.17

    In

    a

    contrasting

    heme,

    ome

    commentators tate that the music

    industry

    has

    promoted

    violence

    in

    hip-hop

    music to increase

    popularity

    nd sales of the music.

    Salaam18

    argues

    that

    after

    989,

    rap

    music,

    which had

    initially

    been

    exclusively

    recorded

    by

    independentecord ompanies,became dominated ymajorrecord-

    ing

    labels.

    In

    his

    view,

    the resultwas a

    decline

    n

    artistic

    reativity

    and

    quality

    and an increase

    n

    a focus on

    profiteering,

    n

    which

    violence and

    graphic exuality igured

    rominently.

    rom a similar

    perspective, ournalists

    note that

    promoting

    conflicts between

    rappers

    appears

    to

    be

    a

    popular

    industry

    actic

    for

    ncreasing

    he

    commercial uccessof

    rap

    music.The

    New York Times

    published

    n

    articleentitled:

    Feuding

    for Profit:

    Rap's

    War of

    Words',19

    which

    asserted hat

    many

    of the conflicts r 'beefs'

    betweenrival

    rappers

    were often reated as publicity tunts o raise flagging areersand

    sales,

    or

    create nterest

    n

    new

    releases.

    Trend data on violence

    n

    US

    society uggest

    hat

    both societal

    changes

    nd commercial

    orceswithin hemusic

    ndustry

    ontributed

    to the

    ncreases

    n

    violent

    yrical

    ontent hatwe described

    or he ate

    1980s

    through

    990s.

    Violent

    crimerates

    n

    the United

    States rose

    substantially

    rom the

    1980s

    through

    he

    early

    1990s.20

    Among

    youth,

    surge

    of violent

    crime started

    n

    the

    mid-1980's,

    asting

    through 993. According

    o Cook

    and

    Laub,21

    The

    increasewas

    concentratedmong black males: between 1984 and 1993, the

    homicide-victimizationatemore han

    ripled

    or hirteen

    o seventeen

    year

    old

    adolescents,

    nd

    the

    homicide-commissionate increased

    402

    2.009

    Macmillan

    Publishers td.

    0197-5897 Journal

    f PublicHealth

    Policy

    Vol.

    30, 4,

    395-406

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    Changingmages

    fviolence

    n

    Rap

    music

    yrics

    /{v

    bya factorf4.5,reachingevelswithnoprecedentnthis entury'

    (p.

    28).

    After he

    early

    1990s,

    however,

    iolent rime ell

    ubstantially.

    Perkins22

    otes

    hatFrom

    993

    through

    001 violent

    rime eclined

    54 per

    cent;

    weapon

    violence

    wentdown

    59

    per

    cent;

    nd firearm

    violence,

    63 per

    cent'

    (p.i).

    During

    the same

    period,

    violent

    victimization

    ates

    declined

    or both blacks

    and

    whites.23 ook

    and

    Laub24

    lso

    report

    hat

    homicide ommission

    nd victimization

    rates

    for dolescents

    nd

    young

    dults

    fell

    harply

    fter

    994.

    In

    contrast,ates f violencenrapmusic emainedery igh hrough

    1997

    and

    probably

    eyond.2

    Therefore

    scalation

    f

    violence

    n

    rap

    music

    yrics

    uring

    he ate

    1980s

    and

    early

    1990s

    may

    reflect

    ncreasing

    cts

    of

    violence,

    especially

    mongyoung

    lacks.

    However ustained

    iolence

    n

    rap

    music

    yrics

    n

    the ate

    1990s,

    despite

    hedownturn

    n

    societal

    ates,

    seems,

    t east

    n

    part,

    rchestrated

    nd

    driven

    y

    ommercial

    orces.

    Changes

    within

    he

    music

    ndustry,

    uch

    s

    higher

    roduction

    osts

    and

    sales

    slumps,

    may

    have ncreased

    he

    pressure

    o sell

    by any

    meansnecessary'.

    Media

    violence

    prevention

    mplications

    The

    increasing

    ocus on

    violence

    n

    rap

    music,

    specially

    with

    messages

    hat

    enhance

    ts

    social

    desirability,

    s

    well as

    research

    indicating

    he

    potential

    harm

    that

    they

    can

    evoke2

    make

    it

    imperative

    hat

    social

    scientists

    uggest

    trategies

    o

    limit the

    prevalencend/ormpact f these hemes. o date,mostviolence

    prevention

    pproaches

    eem o

    consist

    rimarily

    f

    political

    ttacks

    on the

    music

    nd

    rappers15'16'25

    lus

    criminal

    ustice

    monitoring

    and

    surveillance

    f

    rap

    music

    venues

    nd

    performers.26 28

    ecord

    companies

    have,

    in

    addition,

    sed

    'Parental

    dvisory'

    abels

    to

    identify

    lbums

    nd

    compact

    discs

    with

    explicitly

    iolent

    yrical

    content.29

    one

    of

    these

    measures

    as been

    particularly

    ffective.

    The

    political

    nd

    criminal

    ustice

    ttacks

    n

    rappers

    ave

    polarized

    artists

    nd further

    lienated

    oung eople,

    lreadymarginalized

    y

    ghettoization,acialprofiling,ndcriminalization.hemusic ating

    system

    ppears

    o have

    ncreased

    he

    ttractiveness

    f

    R'-rated

    yrics

    for

    youth

    who

    want o be

    rebellious

    nd

    popular

    with

    eers.29

    2009

    Macmillan

    Publishers

    td.

    0197-5897

    Journal

    f Public

    Health

    Policy

    Vol.

    30,

    4, 395 4o6

    403

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    %

    Herd

    These analysessuggest he need for multifacetedtructural

    approaches.

    At the most basic

    level,

    preventing

    edia violence

    requires hanging

    ocial conditions

    poverty,

    oor

    access

    to

    education,

    nd discriminationthat

    promote

    iolence

    n

    the ives

    of

    rappers

    nd the

    ommunitiesromwhich

    hey merge. educing

    gun availability

    nd

    revampingunitive rug

    nforcement

    olicies

    might

    educe iolenceevels

    n

    communities.30

    New

    media

    policies

    re needed o

    reduce he evelof

    violence

    n

    music

    yrics

    nd

    in

    sales

    promotions. orporate

    wareness bout

    linkinghemarketingfconsumeroods, uch s sneakersnd soft

    drink

    beverages,

    o

    violence

    lready

    eem

    to be

    helping

    educe

    violent

    ublic

    onfrontations

    mong

    rappers.31

    ncouraging

    ore

    accountability

    t the

    corporate

    evel

    could

    help

    further

    ndo the

    notion

    hat iolence s

    commercially

    rofitable.

    Finally,

    edia

    iteracy

    rograms

    ocusing

    n

    rap

    music

    yrics

    an

    promote

    ritical

    hinking

    nd

    awareness hat

    may

    diminish he

    harmful

    mpact

    hat

    yrics

    ave on

    listeners,

    articularlyouthful

    audiences.

    Theorists ike

    Freire32

    uggest

    hat

    nterrogating

    nd

    decoding lements fpopular ulture an empowerudiences y

    increasing

    wareness f

    how media

    messages

    re

    socially

    roduced

    and how

    they

    ffectocial

    perceptions

    nd

    relationships.

    esearch

    on

    existing

    edia

    iteracyrograms

    as

    shown

    romising

    esults or

    increasingarticipants'

    wareness f

    mediadistortionsuch

    s 'the

    minimizationf

    consequences

    f

    violent ehavior'

    p.

    29).33

    Acknowledgements

    Research or his tudywas supported y grants rom heRobert

    Wood

    Johnson

    oundation

    030127

    and

    39950).

    Thanksto

    the

    following

    ndividuals ho

    made

    mportant

    ontributionso earlier

    phases

    f the

    research n this

    roject

    ncludingample

    esign,yric

    acquisition,

    nd

    initial

    coding

    activities:Makani

    Themba,

    Joel

    Grube,

    Elizabeth

    Waiters,

    hiyon

    Bradford,

    hembisa

    Mshaka,

    Trevor

    Weston,

    ric

    Porter,

    isha

    Bilal,

    Tamu Du

    Ewa,

    Ayoka

    Medlock,

    aul

    Dotin,

    nd

    Unique

    Holland.

    pecial

    hanks o Navid

    Havez,

    Ruha

    Benjamin,

    nd

    EvanSicuranza

    ho ssisted

    ith ecent

    researchctivitiesncludingualitativeontentnalyses,tatistical

    analyses,

    atabase

    management,

    anuscriptreparation,

    nd

    ibrary

    research.

    404

    2009

    MacmillanPublishers

    td.

    0197-5897 Journal

    f

    PublicHealth

    Policy

    Vol.

    30, 4,

    395-406

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    Changing mages

    of violence n

    Rap

    music

    yrics

    /{

    About the Author

    DeniseHerd

    s Associate rofessorf Health nd Social

    Behavior,

    Division of Health

    &

    Human

    Development,

    chool of Public

    Health

    at the

    University

    f

    California,

    erkeley.

    rofessor erd

    has a

    longstanding

    nterest

    n

    multiculturalealth nd has

    taught

    n

    the fieldfor

    years.

    Her research ocuses n health

    disparities

    n

    drinking

    nd

    drug

    se

    patterns

    nd

    problems,mages

    f alcohol nd

    violence

    n

    rap

    music,

    ctivism

    egarding

    ocal alcohol

    policy

    n

    AfricanAmerican ommunities,nd social movements. erd

    contributed

    o the Institute

    f

    Medicine

    report

    on

    Reducing

    Underage rinking:

    Collective

    esponsibility.

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    Herd

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