The Communication Of Hip-hop Culture Under The New Media Environment

With the advent of the new media era,hip-hop culture,which was originally submerged under mainstream culture,has a wider dissemination channel.Recently,with the appearance of a popular show "The Rap of China" the original hidden hip-hop culture has been brought to the public,making hip-hop the focus of the public,especially the young group.Rooted in the African American slums the hip-hop culture has congenital negative elements.Although its cultural connotation has completed local reconstruction after its introduction into China,it still has undesirable elements.And at the same time,the cultural content and the way of performing on the stage have their own characteristics in the process of dissemination,How to make its cultural content and presentation form accepted by the mass media in the process of transmission,and provide reference for the healthy dissemination of hip-hop culture is the problem to be solved in this paper.This article takes a perspective from the point of view of communication,taking the Lasswell 5W communicative model as the basic framework,and combining the current background of the new media environment for the communicators,media,content,audience,and dissemination effects of the The Rap of China.In terms of specific analysis.Under the guidance of the theoretical framework,this paper interprets the specific cases of communication,and puts forward some useful parts for the sound propagation of hip-hop culture in the new media environment including: the active communication of hip-hop culture participants,adhere to the content,Choosing the platform suitable for hip-hop cultural content and expanding the communication channel,and find the balance between the artistry and commercialization of hip-hop culture.