Folkmedia strategies for the propagation of black cultural identity

Abstract

Various works seek to present how the cultural industry appropriates popular culture to transform its contents into merchandise. This work aims to reflect on inverse situations, that is, how folkmedia agents appropriate the mass media to propagate black culture. To do so, it talks about black composers and singers, related to the hip hop movement, who sought different strategies for the insertion of black cultural identity in Brazilian and American media products. As a methodology, it uses bibliographical research and analytical description to examine media products that were selected based on their different strategies for insertion in the cultural industry. Thus, the article presents the forms that were found by popular artists Beyoncé, Emicida and MV Bill to propagate black cultural identity in the mass media. It should be noted that cultural identity corresponds to Cultural Studies. Identities emerge as strategic and positional concepts to resist and confront hegemonic discourses.