Musicnative

Hey Guys,


Some of you may have been aware that at the end of last year I joined Musicbanter as part of my reasearch assignment into 'Music as an online consumption' using the Netnography approach which means joining the community and spending some time and interacting with them to to get a deeper understanding of what makes up the culture and there collective community around music. Basically going native!!!

Well my paper has been marked and I'm quite happy with result, I won't sa what I got as i'll let yous guys make your own judgement. So as promised and part of the netnography approach to studying communities or culture you present your finding back to the community so that they too can benefit from an outside perspective and hopefully add an extra dimension.

So here it is 'A Netnographic Research Exploration of Music as a Digital Consumption' ....enjoy the read and thanks to all those who particpated!!

Introduction
The purpose of this research paper is to explore an aspect of digital consumption using an online research technique. The following paper explores ‘Music’ as its research subject and follows the recommendations and methodology suggested by Kozinets (2010) in ‘Netnography: Doing ethnographic research online’. Below the paper describes the methodology undertaken, the consumption behaviour of the chosen subject and the research’s overall findings.

Music and Research
Music as a subject, discipline, art and cultural phenomenon has long been studied. The on-going debate of suggestions as to how music came about and its’ historical development as a medium completely on to its own as well as its relationship to the importance of human development as a species, still gives ample material for anthropological studies across the globe to this day. One such suggestion comes from the grand-father himself of evolution Charles Darwin, twelve years after he published his findings on the idea of natural selection “On the Origin of Species”, another book was published in his name, “The Descent of Man and Selection in Relation to Sex”. This book unlike its predecessor did not up-heave the state of modern thinking at the time but did further explore the idea behind human propagation. Within the pages of the book Darwin describes the need to find a mate being a pressing requirement and that many of the features of any animal have developed over time not to aid its survival but to aid its courtship. He went on to give the tail of the pea**** as an example but Darwin also suggests that human features may be sexually selected in this way too and one that he mused upon was Music.(Economist, 2008)
Music as we will see in this paper affects individuals on a range of emotional levels, the fact that music has such an involuntary impact on us emotionally as a species and that the ability to play, sing or create music is seen as an attractive feature and somewhat if not controversially genetically predisposed, or as Darwin may have thought of as, another feather in the pea****s tail, it is quite evident that music has played an important role and been intertwined with the development of humans throughout history.
As this is a ‘Music’ research paper, a quote I came across once and that I have always liked is from the singer/songwriter Tom Waits who suggests – “We are all just monkeys with money and guns” and I think he himself may not be offended by adding ‘music’ on the end of that statement.

Methodology
This section describes the on-line research method used to explore music as a digital consumption. The paper and the research technique follow that suggested by the author Kozinets (2010) for conducting ethnography research on-line. The material presented in this paper was collected through an ethnographic analysis of an on-line Music forum Music Banter - The Internet's Top Music Community. Drawing on the methods suggested by Kozinets (2010) this paper sets out to explore the Music experience through an on-line forum, followed by understanding the essence of Music, and finally the development of a music community and its future. Musicbanter (MB) is an international music forum that attracts members of all ages from all over the world. The site began on the 20th December 2003 and currently has 44,410 registered users who are responsible for a staggering 860,253 Posts, through 30,244 different threads as of 11/1/11. The Musicbanter (MB) forum is structured into 5 different sub-forum categories in an easy to use and efficient manner, each sub-forum dealing with music from a different perspective. The first sub-forum ‘MB Reader’ is the general reading section of MB added to by members and hosts album reviews, new releases, editor’s pick and members journals. The second is ‘The Music Forum’ where music is broken down under 12 different suggested genres such as Punk, Rock, etc. and discussed. The third sub-forum is the ‘Artists Corner’ – where everything from instruments, song-writing to music production is discussed. The fourth ‘The Community Center’ is where the general off-topic conversations occur around music and hosts one of the most popular sections ‘The lounge’ – where almost anything can be discussed by the forum members. The fifth and last sub-forum is ‘Archive’, as the name suggests it is the archive of the site while it also hosts the ‘International Music’ section and the various discussions on the topic. In shrined throughout the forum is the ability of its members to discuss music in an open and free manner, share music and discuss events through videos, pictures and alternative suggestions. Data-collection and interpretation for the purpose of this research was constructed through the interaction in various individual postings, group discussion threads and sub-forums and their relation to the over-all MB forum. After much observation and some participation the main source for data-collection was realised through an open and forum wide survey posted in the ‘The Lounge’ with an incredible 48 responses to date (the survey was not discontinued as it served a greater purpose for the community). Additional interpretation was gained through further observation of the community and its members via their various interactions and inferred meanings in the context of the music community. Kozinets (2010) recommends the following methodological stages and procedures for research to be conducted.
1)Research Planning
2)Entrée
3)Data Collection
4)Interpretation
5)Ensuring Ethical Standards
6)Research Representation
These have been adhered to and were influential in harvesting the findings in relation to the main areas in which they are categorised.



Music through on-line Forum
From the analysis of various postings on the forum music has the capacity to be experienced through a range of different ways that suit the listener. The MB music forum appears to allow users the ability to verbalise their emotions and points of view in relation other’s music views in a rational and open environment and is held in high regard by its members in relation to other music forums on the internet. Jacob from PA, USA says “What other ones are there that are as kind, helpful, and knowledgeable as this one?” Sara from KY, USA offers that MB to her is a democratic cultured place where music can be discussed and is why the forum works so well for many “the apparent diversity and intelligence of the core members of the forum. Many other forums I encountered had people who really didn't seem as open-minded about music.”
MB is open to a wide range of user from lots of different locations across the globe, it is also a place music lovers of any age can come to discuss and interact with others. A recent age profile conducted on the site showed a relatively young population of user and the percentage of user from 35-40 beginning to diminish activity from there on. The following figures were gathered in the period 10th of March 2009 to the 11th of May 2009, the poll was conducted by ‘Tore’ a moderator on the site:
10 to 14 yrs. - 12,16216216 %
15 to 19 yrs. - 35,13513514%
20 to 24 yrs. - 24,32432432%
25 to 29 yrs. - 13,51351351%
30 to 34 yrs. - 6,756756757%
35 to 39 yrs. - 4,054054054%
40 to 44 yrs. - 2,702702703%
45 to 49 yrs. - 1,351351351%
Similarities may be drawn between with these figures and a correlation between production or activity in music in general in relation to matching the path of an individual’s reproductive life. Dr. Geoffrey Miller, an evolutionary biologist who works at the University of New Mexico, studied jazz musicians, finding that musical output rises after puberty, peaks during young-adult hood, and then declines with age and demands of parenthood. As the on-line article from the Economist.com suggests that this revelation may not seem too remarkable, it points out that other uniquely human activities that are related to survival as opposed to reproduction in this instance, do not follow the same decline in active numbers for example: ‘cooking’. Persons continue to cook at the same rate from the time they master the art until they die or become too decrepit to continue. (Economist, 2008) be suggested then that perhaps the figures shown above of a member/individuals activity in a music forum such as MB may in the majority of cases correspond to that of their reproductive life-cycle, this obviously will not be true for all members. Through the analysis of many different posts on the forum which note the high level of engagement and interactivity between members as winning factor for the success of MB as it offers the chance to build more personal relationships over time. Marijan, 28, from Croatia says “I wanted to be a part of a community and musicbanter seemed just the right size, small enough to enable more personal relationships with other members, large and active enough to keep it interesting.” The more personal relationships and general conversation would not qualify if it were not for the depth of knowledge and educated musical background of many of the members and which reinforces engagement.
“…..Mostly the stimulating conversations and threads on music that I haven't heard before, as well as several members on here who are highly entertaining.” (Antonio, USA)
“I have enough music and I could still find new music without coming here, but a lot of the members are great and I've come to know some of them really well plus recommendations are still great.” (Michael, UK)
“It has the most intelligent and open-minded members compared to other music forums i've visited. The discussions are more detailed, informative and in-depth.” (Will, Ireland)
‘Music to my Ears’
Like the taste buds in our mouth, the ear-drum in our ear can be said to develop an aural taste over the period of our life-time, one person preferring a different selection to the next. Analysis of the MB forum shows that people from various tastes can come together to explore and share music in a process never before seen in human history. For instance the ability of a person for example in middle-America to be able to chat and share music in real-time with say someone in Dublin, and for the ability for that conversation to be viewed and added to by additional members, has meant music is getting consumed on-line in a more rapid and innovated way than ever before. But what is it about music that drives people onto forums such as MB to seek out others of similar interest and new music? Through the various analysis of the MB forum a striking and repeated sentiment that occurs from members when speaking about music is the essence of emotion. Often when a person is asked to describe music, it usually results in an answer which only tells the person of the genre or type of music, but it is emotion that is carried behind or incited by every beat, melody or sung word that is the true essence of music. The fact that emotions are sometimes difficult to describe and that music is emotion and the two so tangled, an individual’s musical experience can vary and is not so easily pinned down. One MB participant says:
“The music I like is beautiful to my ears and sometimes, listening to it is just euphoric. I can really get lost in it.” (Tore, Norway)
Music has the capacity to act as a mood changer or even have dramatic and emotion altering affects when listening to it. Many people use the power of music to enhance their current mood or sometimes to experience a range of emotions by letting the music inhibit their feelings.
“Music makes me feel something I can't explain. When I play it, I'm engulfed, when I listen I'm enveloped. It's everything to me when I open my heart to it.” (Amandria, New York)
“Music makes me feel all kinds of ways, that's why I love it so much. Truly there's a sound for every mood.” (Lee, Philadelphia, USA)
“I can't keep still, it will bring up all kinds of images and memories, and can completely change how I feel.” (Tim, Pennsylvania)
The description of member’s reaction and the sense of what music does to them as described in the forum, shows the experiential impact it can have on a person’s very being. Music is a not a drug but arguably can show much of the same affects a potential drug may have on a person’s bio-chemistry through the affects it has on the audio senses of the brain and its own ability then to alter the body’s mood.
“…Then I become addicted to that something, I want to feel it again and so I search for it discovering more music along the way. It seems like it's the road that never ends.” (Danijela, Serbia)
Sports psychologist Costas Karageorghis of Brunel University in England says “music can have a profound influence on mood, potentially elevating the positive aspects of mood — such as vigor, excitement and happiness — and reducing depression, tension, fatigue, anger and confusion.” (Lloyd, 2008)
Throughout the forum the driving force and the passion its members have for music can be seen as a result of the impact music has on them when they listen to it or engage with it. It is the feeling from music they receive from various genres that keeps the listener coming back for more and builds the relationship throughout their life, of this thing called ‘Music’ and its influence on them.
“…….I use it as a tool to channel my emotions. I have certain playlists dedicated to certain situations. If I'm feeling pissed off/anxious/in love/energetic etc. I just go to a certain playlist.” (Andrei, New York)
Members within MB benefit off each others experiences and musical tastes, it is a sanctuary for many where their passion for music can be explored and influenced by new and existing members. It is the emotional drive behind some members that spurs them on to seek out new music and involves them with a similar passionate community that is not bound by region or country or class.
Sarah from Houston, Texas, talks about music and why MB keeps her active on the site “the blue background, the awesome people, the occasional wave of interesting new members, and my on-going obsession with expanding my musical boundaries and finding that one album that will blow my mind apart.”
Music on MB seems to be nurtured and fostered with care by all and it is this perceived environment that allows so many members to stay active and engaged with the community “It just seems much more welcoming than other music forums. Members are also happy to recommend you bands or genres when you ask” says Melanie from Ontatrio, Canada. Jessika from Christchurch, New Zealand says “I like the atmosphere too.” Music-Banter has a rich and active membership which together have created an environment which is comfortable enough for new-members to make first contact and begin their music forum experience while also being a place that holds enough elitist stature that gives it a special place amongst music lovers Dr.Seussicide (username) from the Caribbean suggests “It has by far the most tasteful members I have ever come across. There's a reason why everyone here's elitist, deservingly so, I must say.” Stijn from the Netherlands says “It's not like I don't like them (potential friends) when I don't like their music, but I sure take it in consideration when forming my opinion on someone.” The emotion and passion that many of the MB forum members feel for music and the motive for many of their memberships which draw them into this community can be simply seen through one posters comment.
“Music has always been in my life, I cannot imagine life without music.” (Steve, Adelaide, South Australia)
Music for these members is their very being and soul and MB in some small way allows them express and nourish this part of them. The importance of music in these members’ lives and its emotional impact transcends the normality of everyday life.
“music makes me feel alive, it's the sound of nature, a reflection of life in a moment that will never exist again. it's so much more than just the sounds you hear.” (Jerome, Canada)
The same member also goes on to encapsulate much of the altruistic nature that is witnessed throughout the forum. MB is susceptible to the general issues and grievances encountered on most forums due to malicious users or inappropriate content from time to time, but a general community spirit is alive and visible.
“the feeling of satisfaction you get when you know you've helped someone learn a new skill…………..it was the main reason i joined in the first place.”

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