THE EFFECT OF MUSIC MEDIUMS ON CULTURE PRESENTED BY: SHARON ZENG

MUSIC MEDIUMS IN OUR EVERYDAY LIVES

MUSIC MEDIUMS WITH OUR DAILY TASKS

MUSIC MEDIUMS IN OUR FRIENDSHIPS

MUSIC MEDIUMS IN OUR ROMANCES

THE ARGUMENT

The evolution of personal listening devices have driven changes in how society listens to music, the diversity of music genres, and the composition and sound of mainstream music.

Three elements drive these changes:

1.  Degree of choice in music selection. 2.  Level of integration into daily life. 3.  Production and distribution costs.

ROADMAP

TRANSISTOR RADIOS

CASSETTE TAPE PLAYERS (WALKMANS)

COMPACT DISC PLAYERS

MP3 PLAYERS (IPODS)

CONCLUSION

TRANSISTOR RADIO FEATURES

CHEAP & WIDESPREAD

HIGHLY PORTABLE

GENRE CHOICE, NOT SONG CHOICE

PORTABILITY ENABLED PERSONAL LISTENING

44” JUKEBOX

5” TRANSISTOR RADIO

16” RECORD PLAYER

LISTENERS TRUSTED LOCAL DJ’S FOR SONGS

I listened to him [Wolfman] every night for as long--for twelve years almost. I know him and it's personal…

“

” -- Curt Henderson, regarding a popular radio DJ, in American Graffiti (1973)

EFFECTS OF TRANSISTOR RADIOS DEGREE OF CHOICE IN MUSIC SELECTION:

LOW CHOICE HIGH CHOICE

TRANSISTOR RADIO: Trust DJ’s choice.

EFFECTS: -  Less genres & diversity -  Generational anthems with political undertones

LEVEL OF INTEGRATION INTO DAILY LIFE:

LOW INTEGRATION HIGH INTEGRATION

TRANSISTOR RADIO: Portable, but conspicuous music-listening.

EFFECTS: -  Music-listening was a stand-alone activity -  Listeners paid close attention to songs

LISTENERS HELD THE RADIO UP TO THEIR EARS

ROADMAP

TRANSISTOR RADIOS

CASSETTE TAPE PLAYERS (WALKMANS)

COMPACT DISC PLAYERS

MP3 PLAYERS (IPODS)

CONCLUSION

CASSETTE TAPE PLAYER FEATURES

INTRODUCTION OF SONG CHOICE

HANDS-FREE LISTENING (HEADPHONES)

CHEAPER MUSIC PRODUCTION PROCESS

TAPES MEANT LOW PRODUCTION COSTS

TASCAM’S PORTASTUDIO ALLOWED EASY, CHEAP, AND FAST RECORDING SOLUTIONS

EFFECTS OF CASSETTE TAPE PLAYERS DEGREE OF CHOICE IN MUSIC SELECTION:

LOW CHOICE HIGH CHOICE

TAPE PLAYERS: Create personal mixtapes with self-chosen songs.

EFFECTS: -  Exploration of music leading to new genres

-  Beginning to associate individual identity with music

MUSIC PRODUCTION AND DISTRIBUTION COSTS:

LOW COSTS HIGH COSTS

TAPE PLAYERS: Low production costs.

EFFECTS: -  Introduction of new music (punk)

LEVEL OF INTEGRATION INTO DAILY LIFE:

LOW INTEGRATION HIGH INTEGRATION

TAPE PLAYERS: Hands-free music-listening with headphones.

EFFECTS: -  Popularity of music & exercise -  Move towards multi-tasking

ROADMAP

TRANSISTOR RADIOS

CASSETTE TAPE PLAYERS (WALKMANS)

COMPACT DISC PLAYERS

MP3 PLAYERS (IPODS)

CONCLUSION

ROADMAP

TRANSISTOR RADIOS

CASSETTE TAPE PLAYERS (WALKMANS)

COMPACT DISC PLAYERS

MP3 PLAYERS (IPODS)

CONCLUSION

MP3 PLAYER FEATURES

LARGER MUSIC LIBRARIES

CHOICE-ORIENTED INTERFACE

INCONSPICUOUS EARBUDS

CHOICE ENABLED DISCOVERY & DIVERSIFICATION

When I first joined the Grammy committee, there were 12 categories. Now there’s 108.

“ ” -- Chuck Rainey during PWR class visit.

MULTI-TASKING LEADS TO LESS ATTENTION

TOP BILLBOARD SONG IN 2009: BLACK EYED PEAS’ “BOOM BOOM POW”

LYRICAL ANALYSIS OF TOP SONG IN 2009:

LYRICS BECOME SECOND PRIORITY

TOP BILLBOARD SONG IN 1984: PRINCE’ “WHEN DOVES CRY”

LYRICAL ANALYSIS OF TOP SONG IN 1984:

EFFECT OF MP3 PLAYERS DEGREE OF CHOICE IN MUSIC SELECTION:

LOW CHOICE HIGH CHOICE

MP3 PLAYERS: Create multiple personal

playlists immediately.

EFFECTS: -  Intensive diversification of music into many genres

-  Dominance of single tracks over albums in digital downloads

MUSIC PRODUCTION AND DISTRIBUTION COSTS:

LOW COSTS HIGH COSTS

MP3 PLAYERS: Low production costs & distribution costs.

EFFECTS: -  Masses can produce & share music

LEVEL OF INTEGRATION INTO DAILY LIFE:

LOW INTEGRATION HIGH INTEGRATION

MP3 PLAYERS: Highly portable and

inconspicuous.

EFFECTS: -  Rarely listen to music as a stand-alone activity

-  Beat and melody move to foreground, lyrics to the back

ROADMAP

TRANSISTOR RADIOS

CASSETTE TAPE PLAYERS (WALKMANS)

COMPACT DISC PLAYERS

MP3 PLAYERS (IPODS)

CONCLUSION

PERSONAL MUSIC MEDIUMS ENABLED CHANGES

Lyrics are a large part of mainstream music.

Beats and melody greatly overshadow lyrics in importance.

COMPOSITION AND SOUND OF MAINSTREAM MUSIC:

12 Grammy categories. 108 Grammy categories.

DIVERSITY OF MUSIC GENRES:

Music-listening is a fully engaging, non-

passive activity.

Music-listening is well-integrated in our lives and done in conjunction

with daily tasks and exercise.

HOW SOCIETY LISTENS TO MUSIC:

FUTURE OF MUSIC MEDIUMS

DEGREE OF CHOICE IN MUSIC SELECTION:

LOW CHOICE HIGH CHOICE

MUSIC PRODUCTION AND DISTRIBUTION COSTS:

LOW COSTS HIGH COSTS

LEVEL OF INTEGRATION INTO DAILY LIFE:

LOW INTEGRATION HIGH INTEGRATION

Shift in emphasis on music discovery rather than choice. Choosing favorite parts of songs rather than whole tracks: mash-ups.

Continued integration of music in our lives through phones.

Even lower production and distribution costs.

APPENDIX

MORE CHOICE MEANS MORE SINGLE TRACKS

In digital format, single track sales make up a greater portion of overall sales.

TRANSISTOR RADIO WAS AFFORDABLE FOR MANY

WALKMAN HELPED INTEGRATE MUSIC WITH LIFE

Walkmans in their inherent mobility are an icon of individual choice in consumer culture, permitting users to create their own soundworld through the spaces, places and timings of consumer culture…

“

” -- Michael Bull in Journal of Consumer Culture