Title: Gloc-9 Songs: A Encoding and Decoding Analysis
Stream: Critical and Cultural Studies, Gender and Communication
Presentation Type: Virtual Presentation
Melanie Ocnila, University of Santo Tomas, Philippines
Augusto Antonio Aguila, University of Santo Tomas, Philippines
Music can be used as a powerful medium of communication and can be instrumental in creating a culture of resistance that may awaken social and political consciousness. Rap and Hip-hop genre have become a worldwide phenomenon recognized and appropriated in many parts of the world for its interesting narrative and creative beats. It had gone a long way from where it started in the Bronx of New York during the early 1970’s as a protest expression of resistance against oppression, discrimination of skin color and social status (Smitherman 1997; Decker, 1994; Rose, 1994). Much studies in the United States as far as rap and Hip-hop is concerned have indicated that it provides a description of coping with the social and political oppression of African-American and Latino youth. In Philippine context, rap may be seen as a positive form of communication among Filipino youth culture. This qualitative study underpinning Stuart Hall’s Encoding and Decoding model of communication as framework examines selected songs of Aristotle Polisco popularly known as Gloc-9 and analyses how his songs articulate millennial culture in the Philippines in terms of rhythm, language and rhetoric. This research also scholarly investigates if Gloc-9 songs function as entertainment, musical art and social text. Moreover, this research will look into how Gloc-9 songs may possibly become a positive tool for Filipino youth communication culture. Textual analysis will be used as methodology.
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