Mac281 The Suits Vs The Scene 2008 9

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  Early discourse surrounding file-sharing fell into 2 camps: 1.  File-sharing threatens the livelihood of artists 2.  Fan-friendly celebratory explanations on how to

‘do’ file-sharing

  First point reconfigured as: 1.  File-sharing threatens the livelihood of

conglomerates (Rodman & Vanderdonckt, 2006: 245-6)

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  download music = lost sales revenue   a limited economic notion

  music is prone to personal, cultural, social & political meaning processes

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  Bagdikian (2004) claims that media monopolies not only know this, they count on it.   Fans &‘their’ favourite band/artist/song/etc

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1.  The reasons given by social scientists as to why people file share

2.  Explanation how music gets online

3.  The reasons given by pirates as to why people share files

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 Between 3-10% of artists recoup industry expenses (Leyshon, 2005: 187)

 EMI sales down by £50m in 2006  Profit of £110m

  Industry is not interested in merely making a profit, but in maximising profits

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 Users seek ‘to redress perceived moral and economic wrongs’ (Rojek, 2005: 362)  Rich vs. poor  Music industry vs. music fans   The suits vs. the scene

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 The industry not only makes money from music, but from the hardware used to pirate it

  (Rodman & Vanderdonkct, 2006: 253-4)

 Social bandits don’t see themselves as criminals

  ‘Normalization’ thesis   (Parker 1998, 2002)

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(Rojek, 2005: 365)

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  ‘Owners of Mac computers were presented with a product that extended the performance of their computers. The issue of law-breaking was obscured by Apple-Mac’s tried and tested “Think Different” advertising campaign, which privileged Mac users as distinctive, creative mavericks operating in consumer culture which, by implication, was portrayed as bland and docile’

 A collection of secretive Release Groups  Kudos for being the 1st with a pre-

release piece of:   Software  CD/DVD   Video games   eBooks   code

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 Exclusive invite-only private torrent community

 Specialised in high quality sound recordings

 Registered in the UK, hosted in the Netherlands and had users from over 150 countries.

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Air: Pocket Symphony Release date: March 5th 2007 Arcade Fire: Neon Bible Release date: March 5th 2007 LCD Soundsystem: Sound of Silver Release date: March 19th 2007

Kings of Leon: Because of the Times Release Date: April 2nd 2007 Explosions in the Sky: All of a Sudden I Miss Everyone Release date: February 26th 2007

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The ‘Hydra’?

1.  File-sharers resent years of overpriced products (expensive CDs & ‘filler’)

2.  Pre-release exclusivity 3.  Discover new music/ lost classics without financial risk 4.  Community spirit (private sites, social networks, blogs) 5.  Very easy to do and low risk! 6.  Reaction against mainstream mass-produced pap/pop 7.  Fan ownership of musical products & free will vs. industry 8.  DRM encourages passivity and limits future

development/creativity 9.  The sound quality of legitimate digital music is insufficient

for many audiophiles 10.  Music consumption has changed

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 Gillespie (2006) identifies users of various technologies have tampered with them to produce innovative and imaginative results (culture of hacking)

 Remixing? Mash-ups? Bootlegs?   Intellectual property vs. end-users

  (see www.eff.org)   ‘Fair Use’ law

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 DVDs:  RCE; CSS; Macrovision

 HD-DVD restrictions  Microsoft Vista

  Last.FM, Pandora, MySpace, etc

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Mackay & Gillespie, 1992: 698-9

  ‘People are not merely malleable subjects who submit to the dictates of a technology; in their consumption, they are not the passive dupes suggested by crude theorists of ideology, but active, creative and expressive – albeit socially situated – subjects. People may reject technologies, redefine their functional purpose, customize or even invest idiosyncratic symbolic meanings in them. Indeed they may redefine a technology in a way that defies its original, designed and intended purpose … However, the appropriation of a technology cannot be entirely separated from its design and development: technologies are designed for particular purposes’

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  B. Bagdikan, 2004, The New Media Monopoly, Boston: Beacon Press.   Tarleton Gillespie, 2006, ‘Designed to “effectively frustrate”: copyright, technology and the agency of

users’ in New Media & Society, Vol. 8, No. 4.   Courtney Love, 2000, ‘Courtney Love does the math’ available at

http://dir.salon.com/story/tech/feature/2000/06/14/love/index.html   Hugh Mackay & G Gillespie, 1992, ‘Extending the Social Shaping of Technology Approach: Ideology

and Appropriation’ in Social Studies of Science, Vol. 22, No. 4.   H. Parker, J. Aldridge & F. Measham, 1998, Illegal Leisure: the Normalization of Adolescent

Recreation Drug Use, London: Routledge.   H. Parker, L. Williams & J. Aldridge, 2002, ‘The normalisation of “sensible” recreational drug use:

further evidence from the North-West England Longitudinal Study’ in Sociology, Vol. 36, No. 4.   Gilbert B. Rodman & Cheyanne Vanderdonckt, 2006, ‘Music For Nothing Or, I Want My MP3: The

regulation and recirculation of affect’ in Cultural Studies, Vol. 20, No. 2-3.   Chris Rojek, 2005, ‘P2P Leisure exchange - net banditry and the policing of intellectual property’ in

Leisure Studies, Vol. 24, No. 4   Robbie Williams, 2003, ‘Music piracy “great”, says Robbie’ available at

http://news.bbc.co.uk/1/hi/entertainment/music/2673983.stm   http://www.eff.org/

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Background links

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Mac281 The Suits Vs The Scene 2008 9

Education

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