It is human nature for people to want to control their lives and break the rules. Corporation America is using rebellion in their marketing to their advantage. History shows that musicians, politicians and actors have rebelled against certain norms. In the 1990s, Tupac Shakur was a well-known rapper who used hip hop to discuss the economic, social and political issues faced by African Americans. He also conveyed the spirit of American culture. Thomas Frank, in his article Commodify My Dissent, explains that America has made rebellion an effective marketing tool. Corporate America portrays a world of risk-takers and leaders who challenge the status quo in order to promote their products. It’s more than conforming to society, or trying to make it homogeneous. It’s about standing apart. Jerry Rubin states that breaking the rules is the only path to self-discovery. Rebels are people who question the rules and challenge society’s values. They challenge “The Establishment” which wants everyone to be one. T.H.U.G.L.I.F.E. was an acronym he came up with. He invented the acronym T.H.U.G. L.I.F.E. Harriet Tubman inspired, he created “The Underground Railroad,” which was a rap band of children living in the ghetto. He wanted children to get involved in hip-hop, not the street violence. Tupac believed schools should be dealing with the social issues facing young people. These included sex, drugs and fraud, as well as racism. In his song “Brenda’s Gotta Baby”, he makes a social comment about these issues. This song captures the “life experiences of inner city Black community members.” It shows how poverty can impact a whole community. Because America invented racism, oppression and “alienation of african cultures”, thug lives can also be described as American today. He used hip hop to raise awareness about political issues. He also wrote “Letter to President”, in which he confronted government officials about cutting welfare, claiming that people believed only lazy and dependent blacks were utilizing it. Tupac expressed his disgust at America’s inability to forgive African Americans and the fact that Blacks are not allowed freedom. He was the spokesperson of the New Afrikan People’s Organization. They worked to engage in community control and to stop police abuse. “Violent” is his rap that expresses his anger over police brutality. Tupac’s “Letter from the President” & “Violent” are a reflection of American culture today. The country is proud to be the land that is free and has still suffered from racism. Tupac understood how economic inequality was created by discrimaiton. He sings “Words of Wisdom”, where he declares that “This is for all the lower classes.” The ones you left, jobs were given, better living was possible But we were made to feel inferior and we are the superior. Because of this, people living in poverty are more likely to resort to violence or drugs. Ironically, He spoke of Donald Trump in 1992 interview. He stated, “you want success – you want Trump to be your model.” Gimme, gimme, gimme. Push, push, push. Step step, step. Crush, crush, crush. It’s that simple. “Nobody ever stops.” Tupac exposed America’s Contradiction between American Altruism and Social Darwinism. It is impossible to succeed in America if you leave others in poverty. Retrospectively, Tupac Shakur is a rebel because he faced social, political and economic issues that affected African Americans. These semiotic variations were brought to light through his music and other works. His work reflects the modern American mood. He was determined to expose America’s hypocrisy. It claims to be the land of liberty, but there is still racism. Its capitalism contradicts social darwinism with altruism. How the wealthy can survive when others are facing economic decline. The country’s hate creates violence.
