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- W134348523 abstract "Aggregating more than 10 million users in the first six month period and attaining a growth rate of 200,000 new subscribers in a single day, the online music file sharing service Napster.com became the noisy center of a new social reality that struck terror into even the most sturdy of music entertainment executives. In this exploratory netnographic analysis of Napster consumption meanings, we analyze 80 cyber-interviews, 52 emails, 70 homepages and 80 entries on message boards to map micro-emancipatory consumption discourse and practices and build an understanding of the moderato social processes that construct Napster as an emancipative consumption community. We introduce the idea of the social form of emancipation. A social form of emancipation is theorized as an operationally closed, self-referential and consumption-related social system, which, by social communication, is engaged in a permanent process of ensuring a social distinction between itself and its environment (which is the only device to be used to reproduce itself in the course of time). Consumer emancipation of consumption-related yet market-distanced social entities is developed and explored as a process conditioning communication about ideologies, meanings, norms, and values in the social form of emancipation. Our findings reveal that consumer emancipation is the reassurance of social difference through communication, and the implicit self-paradoxification of centering into the cultural crosshairs of the social form of emancipation those entities it wishes to distance from. By exploring and problematizing the distinctions between one particular social form of emancipation “Napster” and its environment, the present work helps consumer researchers better understand consumer emancipation as a conviction to difference, a difference which is being cultivated through social communication (autopoiesis). The specific autopoietical processes at Napster create the social form of emancipation as a space of choice against modern society’s conviction to inclusion with respect to music corporations, commodification and copyright. The work concludes that social communication, understood as the concatenation of operations of drawing distinctions and observations of these operations performed by drawing other distinctions, is an important yet equally under-researched dimension of consumer emancipation. “What record companies don’t really understand is that Napster is just one illustration of the growing frustration over how much the record companies control what music people get to hear, over how the air waves, record labels and record stores, which are now all part of this ‘system’ that recording companies have pretty much succeeded in establishing, are becoming increasingly dominated by musical “products” to the detriment of real music. Why should the record company have such control over how he, the music lover, wants to experience the music? From the point of view of the real music lover, what’s currently going on can only be viewed as an exciting new development in the history of music. And, fortunately for him, there does not seem to be anything the old record companies can do about preventing this evolution from happening”" @default.
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- W134348523 date "2003-01-01" @default.
- W134348523 modified "2023-09-26" @default.
- W134348523 title "The Social Form of Napster: Cultivating the Paradox of Consumer Emancipation" @default.
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