A textual analysis of three case studies taken from twenty-first century rock and metal music in order to analyse the use of rhetorical appeals in lyrics and video. The analysis is aimed at...Show moreA textual analysis of three case studies taken from twenty-first century rock and metal music in order to analyse the use of rhetorical appeals in lyrics and video. The analysis is aimed at exploring the combined use of different rhetorical appeals in the two media forms, in order to investigate the hybrid appeals that results from this combined rhetorical effort.Show less
South Africa's transition from an authoritarian, racialized regime to a liberal democracy at the end of the Apartheid period was in all forms radical. Politically, all citizens were suddenly equal...Show moreSouth Africa's transition from an authoritarian, racialized regime to a liberal democracy at the end of the Apartheid period was in all forms radical. Politically, all citizens were suddenly equal before the law, all of whom having the right to vote, and economically the country was open to the rest of the world again, thrusting its economy into a hypermodern globalized system. Both of these changes had significant impacts on the cultural experiences of the nation’s people, who were negotiating ways to manifest their identities in the midst of all these changes, and, through this, renegotiating the power structures at the base of society. This thesis explores how popular culture, more specifically the music genres of Kwaito and Hip-hop, not only reflected this transition, but also helped shape it. Through a lense of cultural studies and political economics, the effects of these genres on power relations in the creation of a new South Africa are studied. Kwaito's evasion of, and Hip-hop's resistance against social control are seen to have effectuated new standards with regards to cultural norms and their inherent power structures, thus portraying the capacity of popular culture to spark change outside of its usual sphere of influence.Show less
