The purpose of this study is to analyze the partnership between rapper Shawn “Jay-Z” Carter and the NFL. By using a rhetorical analysis, this study critically analyzes media messages written about the partnership. Utilizing generic criticism, this study finds that based on his past there was a number of reasons motivating Jay-Z to join this partnership, while the NFL was attempting to change their public perception by joining the rapper. Additionally, this deal is unique in the sense that the sports world has never seen anything like it before. A partnership between a professional sports league and a celebrity like Jay-Z is unprecedented. In that way, it makes this study unique as well, as there is no prior scholarship on such a deal.


Johnson, Michelle


Communication Studies

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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