Youth culture, music, and cell phone branding in China
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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.
DepartmentMassachusetts Institute of Technology. Department of Comparative Media Studies; Massachusetts Institute of Technology. Foreign Languages and Literatures
Global Media and Communication
Wang, Jing. “Youth Culture, Music, and Cell Phone Branding in China.” Global Media and Communication 1, 2 (August 2005): 185–201 © 2005 SAGE Publications
Author's final manuscript