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COMM103: Introduction to Mass Media

Unit 6: Music   This unit looks at the first media industry the course will examine that did not arise from the technology of the printing press.  The title of this unit is based on the heading used in the textbook, but you should realize that the actual subject of this unit is the recording industry and also that music is no longer the only product that industry produces.  Another way you can interpret that last statement, however, is that not only will you see that the “music” industry has evolved over the years, but what is recorded and even what is considered “music” has changed, too – and those changes have always been driven by cultural influences.  This marks another very important distinction among the three print-based industries you have encountered in the previous units and the audiovisual technologies that are the basis of the music, radio, movies, and television industries.  What is that distinction?  The audiovisual group has never been dependent on literacy.  As a result, such industries represent the first, great expansion of mass media into the lives of all classes of people and throughout the world.  That statement may make you wonder why it is the “first,” since that word implies a “second.”  The second expansion of mass media has stemmed from digital technology.  You will appreciate the impact of the media on culture and of culture on media even more if you keep in mind these three important epochs in media history: the literacy-dependent era, the audiovisual era, and the digital era.

Unit 6 Time Advisory
This unit should take approximately 3.5 hours to complete.

☐    Subunit 6.1: 2 hours

☐    Subunit 6.2: 0.75 hours

☐    Subunit 6.3: 0.5 hours

☐    Subunit 6.4: 0.25 hours

Unit6 Learning Outcomes
Upon completion of this unit, the student will be able to: - Define, break into categories (when possible), and provide examples of the following with respect to the music industry: genre, label, and file sharing. - Identify significant social, political, economic, and technological milestones in the history of the music industry and explain their significance. - Describe the cultural traits that had an impact on the development of the music industry and also when, why, and/or how popular music played a role in cultural developments. - Contrast the influence of major versus independent record labels on the music industry. - Determine the difference between illegal file sharing and legitimate digital downloads. - Explain how digital music and the Internet have changed the business of selling music.

6.1 The Evolution of Popular Music   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 6, Section 1: The Evolution of Popular Music” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 6, Section 1: The Evolution of Popular Music” (PDF)
 
Instructions: Please focus on understanding the terms used in the readings and how they drive the review of this unit.  In addition, keep the outcomes listed above in mind as you read so that you are not only absorbing facts but also the examples, relationships, and theories that will enable you to use the information you encounter in the manner the outcomes describe.  Note that this reading will also cover the material you need to know for subunits 6.1.1–6.1.9.
 
Reading these sections should take approximately 15 minutes.  Completing the exercises associated with these sections may require an additional 45 minutes.
 
Terms of Use: This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-Share-Alike 3.0 License without attribution as requested by the work’s original creator or licensee.

  • Lecture: Utah Valley State College: Phil Gordon’s COMM 1500: Introduction to Mass Communication: “Episode 12 – The Recording Industry” Link: Utah Valley State College: Phil Gordon’s COMM 1500: Introduction to Mass Communication“Episode 12 – The Recording Industry” (MP4)
     
    Instructions: Please watch this episode by focusing on how the explanations and examples the program hosts and student guests provide supplement the textbook readings.  In particular, listen for content which relates to the unit outcomes and take notes accordingly, especially when someone uses a specific example to illustrate a point.  Moreover, if you are not as familiar with American media as the textbook assumes you are, you might benefit from listening carefully to the discussions and then writing down the names of media, media personalities, or media products with which you are unfamiliar.  When you’ve finished watching, use the Internet to research any unfamiliar references so that you will be prepared if those references appear in the final exam.
     
    Watching this lecture should take approximately 1 hour.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

6.1.1 The Roaring 1920s: Radio versus Records   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.1.2 The 1930s: The Rise of Jazz and Blues   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.1.3 The 1940s: Technology Progresses   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.1.4 The 1950s: The Advent of Rock and Roll   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.1.5 The 1960s: Rock and Roll Branches Out from R&B;   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.1.6 The 1970s: From Glam Rock to Punk   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.1.7 The 1980s: The Hip-Hop Generation   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.1.8 The 1990s: New Developments in Hip-Hop, Rock, and Pop   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.1.9 The 2000s: Pop Stays Strong as Hip-Hop Overtakes Rock in Popularity   Note: This subunit is covered by the reading assigned beneath subunit 6.1.

6.2 The Reciprocal Nature of Music and Culture   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 6, Section 2: The Reciprocal Nature of Music and Culture” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 6, Section 2: The Reciprocal Nature of Music and Culture” (PDF)

 Instructions: Please focus on understanding the terms used in the
readings and how they drive the review of this unit.  In addition,
keep the outcomes listed above in mind as you read so that you are
not only absorbing facts but also the examples, relationships, and
theories that will enable you to use the information you encounter
in the manner the outcomes describe.  Note that this reading will
also cover the material you need to know for subunits 6.2.1–6.2.2.  

 Reading this section should take approximately 15 minutes. 
Completing the exercise associated with this section may require an
additional 30 minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

6.2.1 Cultural Influences on Music   Note: This subunit is covered by the reading assigned beneath subunit 6.2.  Please focus on the concept used as the title of this section: the reciprocal nature of music and culture.  Make sure you can identify examples of how different cultures created their own musical style.  Also be sure you can explain in your own words not only how but also why music changed perceptions and behavior.

6.2.2 Musical Influences on Culture   Note: This subunit is covered by the reading assigned beneath subunit 6.2.

6.3 Current Popular Trends in the Music Industry   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 6, Section 3: Current Popular Trends in the Music Industry” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 6, Section 3: Current Popular Trends in the Music Industry” (PDF)
 
Instructions: Please focus on understanding the terms used in the readings and how they drive the review of this unit.  In addition, keep the outcomes listed above in mind as you read so that you are not only absorbing facts but also the examples, relationships, and theories that will enable you to use the information you encounter in the manner the outcomes describe.  Note that this reading will also cover the material you need to know for subunits 6.3.1–6.3.2.
 
Reading this section should take approximately 15 minutes.  Completing the exercises associated with this section may require an additional 15 minutes.
 
Terms of Use: This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-Share-Alike 3.0 License without attribution as requested by the work’s original creator or licensee.

6.3.1 The Influence of Major Record Labels   Note: This subunit is covered by the reading assigned beneath subunit 6.3.  Recognize as you complete this reading that “influence” establishes a causal relationship and that to have a relationship, you need to also have at least two elements.  One element will always be the record labels in this reading material, but it isn’t always clear what the other element is.  Be sure you can identify what is being influenced by the actions of the record labels.

6.3.2 Independent Record Labels: A Smaller Share of the Pie   Note: This subunit is covered by the reading assigned beneath subunit 6.3.

6.4 Influence of New Technology – File Sharing: From Illegal Downloading to Digital Music Stores   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 6, Section 4: Influence of New Technology” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 6, Section 4: Influence of New Technology” (PDF)
 
Instructions: Please focus on understanding the terms used in the readings and how they drive the review of this unit.  In addition, keep the outcomes listed above in mind as you read so that you are not only absorbing facts but also the examples, relationships, and theories that will enable you to use the information you encounter in the manner the outcomes describe.
 
Reading this section should take approximately 15 minutes.  Completing the exercise, end-of-chapter assessment, critical thinking questions, and career connection associated with this section may require an additional 30 minutes.
 
Terms of Use: This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-Share-Alike 3.0 License without attribution as requested by the work’s original creator or licensee.