Hegemonic Masculinity in Hip-Hop Music? Difference in Brand Mention in Rap Music Based on the Rapper’s Gender

Content analysis of the top 50 hip hop songs from Billboard's Year-End Charts from 2008 to 2011, for a total analysis of 200 songs, was conducted for this study. Using Hegemonic Masculinity to guide our theoretical perspective, songs were coded for multiple items including gender of rapper(s), number of brand mentions and kinds of products mentioned. Results revealed that there are significant differences in the number of products and brands mentioned based on the gender of the artists, especially important when paired with the finding that women are significantly underrepresented in hip hop music. Songs performed by male artists had a significantly higher number of brands mentioned than did songs by female singers. Researchers also found differences in the types of products mentioned in hip hop music based on the gender of singers. Male singers mentioned brands and products in the categories of vehicles, alcohol, fashion, and entertainment categories while female artists mentioned more brands and products in the travel and entertainment categories.