Actions for Harmonizing Hip-Hop and History : Implications of Music Congruence on Broadway's Hamilton

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Harmonizing Hip-Hop and History : Implications of Music Congruence on Broadway's Hamilton

Author
Fisher, Madelyn
Published
[University Park, Pennsylvania] : Pennsylvania State University, 2024.
Physical Description
1 electronic document
Additional Creators
Christenson, Brett and Schreyer Honors College
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Open Access.
Summary
Through its hip-hop soundtrack, Hamilton: An American Musical, gave rap fanatics and theatergoers alike an exciting and fresh perspective on a 200-year-old story. This thesis aims to address how Hamilton's deviance from the conventions of a Broadway musical's sound contributed to a cultural, musical, and storytelling revolution. Straddling both musical genres of Broadway and hip-hop, Hamilton's perceived musical novelty heightened interest to engage with both musical theatre and American history (Romano et al., 2018). In alignment with relevant literature on moderate incongruence, the theoretical framework of Mandler's Schema Congruity Theory, and the Elaboration Likelihood Model, this thesis attempts to explore the role of incongruent music as a driver of unprecedented willingness to not only listen to a historical drama's music, but to learn about the history itself. The researcher hypothesizes that when compared to congruence, moderate incongruence will produce a greater intent to engage with the content of a song. The findings of this thesis demonstrate that music's fit with paired content was proven to be a statistically significant contributor to changing the perception of congruence. Following two studies, it is proven that when (in)congruence is identified, there is a greater intent to continue listening to and learning about the content within a song. The outcomes from this case study on Hamilton and its paired music choice are valuable to marketers seeking to rebrand mature products with assistance from interesting music. Ultimately, this thesis aims to authenticate the role that music plays in eliciting surprise and delight from widespread commercial audiences.
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Dissertation Note
B.S. Pennsylvania State University 2024.
Technical Details
The full text of the dissertation is available as an Adobe Acrobat .pdf file ; Adobe Acrobat Reader required to view the file.
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