208_17 - Today's Agenda Social Issues II New Recommenders...

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Today’s Agenda Social Issues II New Recommenders 360 Deals Breaking news Web resources
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Studied downloading as from a Social Cognition perspective – Self-regulation of downloaders (sort of like conscience), fear of law suits are not deterrents to downloading downloading “seemed to be more motivated by the social aspect of trading and sharing music with other music enthusiasts rather than the proposition of saving money on music purchases.” – no direct relationship to CD purchases or to paying for online subscription services – Prime motivators, aside from enjoying music, are social interaction, and status
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Social Phenomenon “One cannot underestimate the important of music recommendation, playlist-sharing, collaborative filtering, and agenting schemes. Thousands of music-marketing experts have tried to crack this nut in the offline world, from record review to MTV, but now digital technologies will finally put this Holy Grail into reach. In a future where all content is quickly available on digital networks. It will simply be easier to employ viral and vastly exponential ways of reaching a music fan who may be a good match with any given artist.” (154) We will look at specific technologies after break
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Social Phenomenon Shannon (2008) comments “Especially among 15- to 25-year-olds, people seem to need their peers to validate their musical tastes, making the Internet a perfect medium for the intersection of MP3s and mob psychology.” Media companies, ad agencies, marketing firms, and demographers get this. News Corp. and AOL get this too that’s why they own myspace and bebo respectively
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Social Phenomenon (paraphrased from Shannon 2008) Imeem - 20 million visitors a month Free, customizable streaming music and music-video play lists Info on the artists, rankings, related songs, polls, and profiles of other fans Licenses songs from labels Generates revenue from advertising
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208_17 - Today's Agenda Social Issues II New Recommenders...

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