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

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Title: You Make Me Feel (Mighty Real): The Role of Authenticity, Subcultures, and Race in Marketing Vinyl
Author: Porten, Benjamin
Advisor: Boltz, Marilyn
Department: Haverford College. Dept. of Psychology
Type: Thesis (B.A.)
Issue Date: 2012
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.
Subject: Sound recordings -- Marketing
Subject: Turntablists -- Psychology
Subject: Disc jockeys -- Psychology
Terms of Use: http://creativecommons.org/licenses/by-nc/3.0/us/
Permanent URL: http://hdl.handle.net/10066/8590

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2012PortenB_thesis.pdf Thesis (Haverford Users Only) 984.8Kb PDF
2012PortenB_release.pdf **Archive Staff Only** 84.83Kb PDF

Citation

Porten, Benjamin. "You Make Me Feel (Mighty Real): The Role of Authenticity, Subcultures, and Race in Marketing Vinyl". 2012. Available electronically from http://hdl.handle.net/10066/8590.

This item appears in the following Collection(s)

http://creativecommons.org/licenses/by-nc/3.0/us/ Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc/3.0/us/

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