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The Communication Strategy of Hip-Hop Online Variety Show in China—A Case Study of “Rap for Youth”

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DOI: 10.25236/eiemss.2022.028


Puxuan Lin

Corresponding Author

Puxuan Lin


The communication dilemma of hip-hop culture in China has a long history, because it was born out of resistance to the dominant mainstream and has been free from the mainstream media in China. However, the development of new media technology has made it possible for the popularization of hip-hop culture, entering the public's view since the popularity of “The Rap of China” in 2017. In 2020, an online variety show “Rap for Youth” once again made hip-hop known outside of its fixed circle. This paper uses citation, content, case and comparative analyses to discuss the communication strategy of the “Rap for Youth” program. In addition, the paper summarizes and analyzes hip-hop culture as the practice of subculture in China and gives a feasible methodological reference.


Hip-hop, online variety show, "youth rap"