Internet and entertainment are the key to the contemporary cultural industry. The network-made variety show has also become the front line of China's Internet industry. The fierce competition and the Chinese government's emphasis on soft power policy allowed Iqiyi company to obtain a valid reason for producing a Hip-Hop program. The program [The Rap of China] has become the most prominent cultural phenomenon in China in 2017. But in January 2018, the sex scandal of the champion PG ONE set off the Chinese government's purge of hip-hop culture. Through the text analysis of the first season [The Rap of China] and the second season [China New Shuo Chang], this research aims to analyze how the hip hop Internet program has transformed in China. What has changed in the definition of ＂hip-hop with Chinese characteristics?＂ How does the show swing between ＂rebellious＂ and ＂patriotism＂? How does the border shift from the first season to the second season? There are four main findings in this study: First, the terminology of the music genre has changed from ＂hip-hop＂ to ＂Shuo Chang＂. By renaming, it canceled the association of music with its Western roots, and localized it by relating to another Chinese music genre. Second, the content of the first season was based on the principle of avoiding disputes. However, in the second season, it actively promoted the ＂Chinese style＂ Shuo Chang which has elements from Chinese culture and Chinese Communist Party. Third, hip-hop music was cool because of its rebellious attitude, especially the criticism about racial, class, social inequality. Nevertheless, the program gave ＂coolness＂ a new definition that encompasses the characteristics of wearing tidal suits, behaving nicely, being positive and patriotic. Fourth, the second season created the image to the world that there is no social controversies and the CCP is a popular regime by focusing on the participation of competitors from Xinjiang, Taiwan, overseas Chinese, and foreigners. But when ＂hip-hop＂ was redefined to ＂Shuo Chang＂, the rebellion was replaced by positive energy, and the program that was known for its cool looks could not avoid deconstructing itself.
- Soft Power
- Popular Culture