The Role of Integrated Marketing and Media Technology in the Diplomatic Projection of U.S. State Power
Agencias de apoyo
- Social Sciences and Humanities Research Council of Canada
Resumen
This article argues that the hip hop-basketball paradigm operates as an integrated marketing complex and media technology through which the United States projects and reproduces its state power on the global stage. Drawing on a multi-year ethnographic study of the musical and theatrical aspects of professional basketball in Toronto (2018–2023) and on critical analysis of basketball-themed media—movies, music, music videos, sneaker advertisements, and live spectacle—this article reframes that empirical material through the lens of soft power and what the U.S. State Department itself calls “hip hop diplomacy.” Building on Razmig Keucheyan’s claim that nationalism underpins the logic of the world capitalist economy, this article shows how the hip hop-basketball paradigm operationalizes a nationalist-capitalist hegemony anchored in three interlocking ideological appeals: aspiration, the inviolability of private property, and innovation derived of competition. Through a case study of the 1996 family film Space Jam; a history of “songs to sell sneakers” from Run-D.M.C.’s 1986 “My Adidas” through Drake and Future’s 2015 “Jumpman”; and an extended analysis of the Toronto Raptors’s global brand ambassador, Drake, this article demonstrates that when the paradigm operates outside U.S. borders—in a Canadian, multicultural register that markets itself as distinct from the United States—it nonetheless reproduces U.S. sociocultural and political ideals. The hip hop-basketball paradigm, this article concludes, is one of the most effective, and least examined, technologies of U.S. cultural diplomacy in the twenty-first century.
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Derechos de autor 2026 Revista de Estudios Globales. Análisis Histórico y Cambio Social
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