Youth culture, music, and cell phone branding in China
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...
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| Format: | Article |
| Language: | en_US |
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Sage Publications
2017
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| Online Access: | http://hdl.handle.net/1721.1/111176 |
| _version_ | 1811091616622968832 |
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| author | Wang, Jing |
| author2 | Massachusetts Institute of Technology. Foreign Languages and Literatures |
| author_facet | Massachusetts Institute of Technology. Foreign Languages and Literatures Wang, Jing |
| author_sort | Wang, Jing |
| collection | MIT |
| description | 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. |
| first_indexed | 2024-09-23T15:05:12Z |
| format | Article |
| id | mit-1721.1/111176 |
| institution | Massachusetts Institute of Technology |
| language | en_US |
| last_indexed | 2024-09-23T15:05:12Z |
| publishDate | 2017 |
| publisher | Sage Publications |
| record_format | dspace |
| spelling | mit-1721.1/1111762022-10-02T00:30:55Z Youth culture, music, and cell phone branding in China Wang, Jing Massachusetts Institute of Technology. Foreign Languages and Literatures Wang, Jing, 1950- Wang, Jing, 1950- 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. 2017-09-12T14:57:43Z 2017-09-12T14:57:43Z 2005-08 Article http://purl.org/eprint/type/JournalArticle 1742-7665 1742-7673 http://hdl.handle.net/1721.1/111176 Wang, Jing. “Youth Culture, Music, and Cell Phone Branding in China.” Global Media and Communication 1, 2 (August 2005): 185–201 © 2005 SAGE Publications en_US https://doi.org/10.1177/1742766505054633 Global Media and Communication 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. application/pdf Sage Publications Wang via Mark Szarko |
| spellingShingle | Wang, Jing Youth culture, music, and cell phone branding in China |
| title | Youth culture, music, and cell phone branding in China |
| title_full | Youth culture, music, and cell phone branding in China |
| title_fullStr | Youth culture, music, and cell phone branding in China |
| title_full_unstemmed | Youth culture, music, and cell phone branding in China |
| title_short | Youth culture, music, and cell phone branding in China |
| title_sort | youth culture music and cell phone branding in china |
| url | http://hdl.handle.net/1721.1/111176 |
| work_keys_str_mv | AT wangjing youthculturemusicandcellphonebrandinginchina |