Hip-hop culture has been socially labeled as deviant, a counter-culture, un-American because of its lack of moral. Specifically, "gangsta rap" which glorifies guns, sex, violence, drug use and gang activity has been castigated. This type of rap promotes a nonconformist and rebel adaptive behavior. As a result, it gives hip-hop culture a deviant label. A simple definition of deviance is "behavior that does not conform to group-shared norms; behavior that (in some way) does not meet the expectations of a group or a society as a whole and is subject to social control" (Liska 2). Mr. Kirkland, along with rap entrepreneur Russell Simmons, Grammy award-winning Chuck D, Charles Fisher and the NAACP are major moral entrepreneurs of the nascent grass-roots reform movement and pillars to the hip hop culture industry. Raptivism, "At the core of their campaign is a conviction that amounts to heresy...