On the ‘Hybridity’ of Music

Douglas Brownlie, University of Stirling, UK
'Music' is understood as social interaction in material context. The current status of ‘music’ as analytical object within consumer research reveals assumptions about the relationship between subjects and objects of consumption. An adequate treatment of ‘music’ as material culture has the potential to destabilise tensions between the object-subject divide and the trains of thought it authorises. There is something to be gained from stepping aside from the instrumental agenda that appears to have inspired previous consumer research studies - where music is often seen as way of socially engineering an atmosphere that is conducive to certain forms of behavioural outcomes. In seeking to reinscribe 'music' studies within consumer research, we explore the 'actant' potential of 'music’.
[ to cite ]:
Douglas Brownlie (2009) ,"On the ‘Hybridity’ of Music", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 177-180.