Jazz Sells: Music, Marketing, and Meaning

Jazz Sells: Music, Marketing, and Meaning

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Jazz Sells: Music, Marketing, and Meaning examines the issues of jazz, consumption, and capitalism through advertising. On television, on the Internet, in radio, and in print, advertising is a critically important medium for the mass dissemination of music and musical meaning. This book is a study of the use of the jazz genre as a musical signifier in promotional efforts, exploring how the relationship between brand, jazz music, and jazz discourses come together to create meaning for the product and the consumer. At the same time, it examines how jazz offers an invaluable lens through which to examine the complex and often contradictory culture of consumption upon which capitalism is predicated.According to T.H. Marshalla#39;s 1949 essay, a€œCitizenship and Social Class, a€ social citizenship goes beyond the ... consumptive behavior, advertisers are empowered to extend social citizenship by targeting communities that fall outside of the a€œnaturalizeda€ limits of social citizenship. ... citizens, providing exemplars for the rest, and paving the way for economic success, cultural uplift, and full social citizenship.

Title:Jazz Sells: Music, Marketing, and Meaning
Author:Mark Laver
Publisher:Routledge - 2015-02-11


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