Youth culture, music, and cell phone branding in China
Name
Youth culture, music, and cell phone branding in China .pdf
Size
227.77 KB
Format
Adobe PDF
Checksum (MD5)
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Author(s)
Wang, Jing
Date Issued
August 2005
Journal
Global Media and Communication
Publisher
Sage Publications
Citation
Wang, Jing. “Youth Culture, Music, and Cell Phone Branding in China.” Global Media and Communication 1, 2 (August 2005): 185–201 © 2005 SAGE Publications
Version
Author's final manuscript
Abstract
This article tracks the relationship between music and youth culture in China in the context of transnational cell phone branding. A research project conducted by the author as a participant observer/temporary marketing researcher at the Beijing office of transnational advertising agency, Ogilvy, is used to explore a primary academic concern: in what terms should we understand the relationship between music, youth culture, and cool culture in metropolitan China? The article examines the place of music in an emerging brand-conscious youth culture in China and examines what this means for the single-child generation. It questions the assumption that there is a simple equation between cool youth and cool music and concludes by placing the discussion in the context of musical subcultures and musical tribal cultures in China.
MIT Department
Massachusetts Institute of Technology. Foreign Languages and Literatures
Terms of Use
Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use.
Persistent DSpace Link
DOI of Published Version
https://doi.org/10.1177/1742766505054633
