Rhyming style, persona, and the contested landscape of authentic Chinese hip hop

Although recent sociolinguistic research on high performance has shown that persona construction is multidimensional and context-specific, little work has explored how interactions between personae affect their shared semiotic landscape. This study focuses on stylistic practices in 2017's The Rap of China, China's first hip hop-themed competition show. A quantitative analysis was conducted to describe the rhyming styles of contemporary Chinese rappers. Based on language uses, visual representations, and lyrical themes, we then identify three rapper personae and discuss the semantic dimensions of hip hop authenticity invoked by each persona. Finally, through an analysis of a combative rap performance and reactions to it, we argue that contestation among different personae shapes the ideological landscape of "authentic Chinese hip hop." This work demonstrates the potential of the semiotic landscape as a theoretical tool for the analysis of digital communities and cultural forms.