You Make Me Feel (Mighty Real): The Role of Authenticity, Subcultures, and Race in Marketing Vinyl

Date
2012
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Department
Haverford College. Department of Psychology
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Thesis
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Award
Language
eng
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Haverford users only
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Abstract
This paper endeavors to develop strategies to improve vinyl sales and elevate the status of vinyl DJs. A survey of psychological literature suggests that vinyl DJs have attributes that would predict intense group cohesion and intergroup competition. Literature on authenticity, subcultures, race, brand communities, and brand legitimacy are considered to develop strategies in respect to increasing vinyl sales. My recommendations include a campaign to foster the salience of the authenticity of vinyl, denigrating laptop DJs by questioning their legitimacy, having famous DJs pledge to only use vinyl, engaging in embarrassing identity checks with laptop DJs, prompting a racialized view of DJing, developing a brand community through record riots and a web forum, and achieving brand legitimacy in the gay community.
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