mac281 the suits vs the scene 2008 9
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Slides used in the MAC281 Cyberculture at the University of Sunderland (Feb 2009). The session looked at the responses and justifications given by file-sharers. Focusses on examples taken from the popular BitTorrent site OiNK.me.uk (latterly OiNK.cd).NB some slides which featured animations may have formatting issues on hereTRANSCRIPT
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Early discourse surrounding file-sharing fell into 2 camps: 1. File-sharing threatens the livelihood of artists 2. Fan-friendly celebratory explanations on how to
‘do’ file-sharing
First point reconfigured as: 1. File-sharing threatens the livelihood of
conglomerates (Rodman & Vanderdonckt, 2006: 245-6)
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download music = lost sales revenue a limited economic notion
music is prone to personal, cultural, social & political meaning processes
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Bagdikian (2004) claims that media monopolies not only know this, they count on it. Fans &‘their’ favourite band/artist/song/etc
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1. The reasons given by social scientists as to why people file share
2. Explanation how music gets online
3. The reasons given by pirates as to why people share files
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Between 3-10% of artists recoup industry expenses (Leyshon, 2005: 187)
EMI sales down by £50m in 2006 Profit of £110m
Industry is not interested in merely making a profit, but in maximising profits
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Users seek ‘to redress perceived moral and economic wrongs’ (Rojek, 2005: 362) Rich vs. poor Music industry vs. music fans The suits vs. the scene
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The industry not only makes money from music, but from the hardware used to pirate it
(Rodman & Vanderdonkct, 2006: 253-4)
Social bandits don’t see themselves as criminals
‘Normalization’ thesis (Parker 1998, 2002)
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(Rojek, 2005: 365)
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‘Owners of Mac computers were presented with a product that extended the performance of their computers. The issue of law-breaking was obscured by Apple-Mac’s tried and tested “Think Different” advertising campaign, which privileged Mac users as distinctive, creative mavericks operating in consumer culture which, by implication, was portrayed as bland and docile’
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A collection of secretive Release Groups Kudos for being the 1st with a pre-
release piece of: Software CD/DVD Video games eBooks code
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Exclusive invite-only private torrent community
Specialised in high quality sound recordings
Registered in the UK, hosted in the Netherlands and had users from over 150 countries.
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Air: Pocket Symphony Release date: March 5th 2007 Arcade Fire: Neon Bible Release date: March 5th 2007 LCD Soundsystem: Sound of Silver Release date: March 19th 2007
Kings of Leon: Because of the Times Release Date: April 2nd 2007 Explosions in the Sky: All of a Sudden I Miss Everyone Release date: February 26th 2007
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The ‘Hydra’?
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1. File-sharers resent years of overpriced products (expensive CDs & ‘filler’)
2. Pre-release exclusivity 3. Discover new music/ lost classics without financial risk 4. Community spirit (private sites, social networks, blogs) 5. Very easy to do and low risk! 6. Reaction against mainstream mass-produced pap/pop 7. Fan ownership of musical products & free will vs. industry 8. DRM encourages passivity and limits future
development/creativity 9. The sound quality of legitimate digital music is insufficient
for many audiophiles 10. Music consumption has changed
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Gillespie (2006) identifies users of various technologies have tampered with them to produce innovative and imaginative results (culture of hacking)
Remixing? Mash-ups? Bootlegs? Intellectual property vs. end-users
(see www.eff.org) ‘Fair Use’ law
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DVDs: RCE; CSS; Macrovision
HD-DVD restrictions Microsoft Vista
Last.FM, Pandora, MySpace, etc
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Mackay & Gillespie, 1992: 698-9
‘People are not merely malleable subjects who submit to the dictates of a technology; in their consumption, they are not the passive dupes suggested by crude theorists of ideology, but active, creative and expressive – albeit socially situated – subjects. People may reject technologies, redefine their functional purpose, customize or even invest idiosyncratic symbolic meanings in them. Indeed they may redefine a technology in a way that defies its original, designed and intended purpose … However, the appropriation of a technology cannot be entirely separated from its design and development: technologies are designed for particular purposes’
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B. Bagdikan, 2004, The New Media Monopoly, Boston: Beacon Press. Tarleton Gillespie, 2006, ‘Designed to “effectively frustrate”: copyright, technology and the agency of
users’ in New Media & Society, Vol. 8, No. 4. Courtney Love, 2000, ‘Courtney Love does the math’ available at
http://dir.salon.com/story/tech/feature/2000/06/14/love/index.html Hugh Mackay & G Gillespie, 1992, ‘Extending the Social Shaping of Technology Approach: Ideology
and Appropriation’ in Social Studies of Science, Vol. 22, No. 4. H. Parker, J. Aldridge & F. Measham, 1998, Illegal Leisure: the Normalization of Adolescent
Recreation Drug Use, London: Routledge. H. Parker, L. Williams & J. Aldridge, 2002, ‘The normalisation of “sensible” recreational drug use:
further evidence from the North-West England Longitudinal Study’ in Sociology, Vol. 36, No. 4. Gilbert B. Rodman & Cheyanne Vanderdonckt, 2006, ‘Music For Nothing Or, I Want My MP3: The
regulation and recirculation of affect’ in Cultural Studies, Vol. 20, No. 2-3. Chris Rojek, 2005, ‘P2P Leisure exchange - net banditry and the policing of intellectual property’ in
Leisure Studies, Vol. 24, No. 4 Robbie Williams, 2003, ‘Music piracy “great”, says Robbie’ available at
http://news.bbc.co.uk/1/hi/entertainment/music/2673983.stm http://www.eff.org/
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Background links
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