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- All Subjects: Music
- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Status: Published
Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical taste as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.
Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical tastes as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.
The 70s in the UK were a time of social unrest that turned many youth onto an attitude of rebellion. In stark contrast with the love ethos of the 60s, the 70s economic downturn left many outraged and with the need to express their dismay. This “anti” attitude would bleed into many aspects of culture like the emerging fashion of the decade. Youth subcultures were a place for young adults to find solidarity. Punk trends including leather, safety pins, distressed clothing and denim. The Sex Pistols rocked the music industry leading way for other like The Clash and Joy Division to join the scene. With records such as ‘God Save the Queen’, the Pistols cemented the new culture movement as politicized. As the decade continued Punk became more intensified; becoming its own subculture of both street style and high couture.