| Popis: |
This thesis looks to develop how dematerialization theory shapes consumer experiences in the music industry, as the industry shifts to more digital practices. First, the literature review explores the history of the music industry, including a chronological examination of how the industry became oriented toward the digital space and how the original digital files were developed. It also includes an overview of consumer behaviors in the music industry and online in general, as well as an overview of how cloud computing continues to influence the industry. Following the literature review, there is an explanation of dematerialization theory as it exists in its current understanding, which is in relation mostly to art with growing applications involving how dematerialization is changing with the use of screens. The methodology for this research involved in-depth interviews, and background research supporting the use of in-depth interviews is included, as well as the breakdown of the subjects who were involved in this research. The findings are then discussed, and the findings marry the earlier research from the literature review with the respondent answers from the interviews. The respondents and previous research are used to develop four personas to best understand how dematerialization theory is changing with the music industry. The four personas discussed are the expressive, the promoter, the true fan, and the enthusiast. These types are explained in detail, and then each is discussed in relation to each other and in relation to dematerialization theory and how the personas can better shape the theory. An in-depth look is given to how consumers interact with music in physical and digital spaces and how meaning is generated in each space and in multiple ways. Finally, the conclusion builds the case for further research questions, as well as current implications that the music industry and related fields can take away from this research. |
