An Analysis of Social Media Marketing in the Classical Music Industry
#CLASSICAL: AN ANALYSIS OF SOCIAL MEDIA MARKETING IN THE CLASSICAL MUSIC INDUSTRY Ms Annabelle Angela Lan Lee Royal Holloway, University of London (2017) A dissertation submitted in partial fulfilment of the requirements for the degree of Doctor of Philosophy (Music) Page 1 of 299 Page intentionally left blank. Page 2 of 299 Declaration of Authorship I Annabelle Angela Lan Lee hereby declare that this thesis and the work presented in it is entirely my own. Where I have consulted the work of others, this is always clearly stated. Signed: Date: 28 April 2017 Page 3 of 299 Page intentionally left blank. Page 4 of 299 Abstract With the re-emergence of social media in the 2000s and the increased worldwide usage of mobile devices, the impact of social media still cannot be ignored. From corporate businesses to popular culture, social media are now used in many sectors of society. Not least among these is the classical music industry. Artists and organisations have keenly capitalised on social media in the face of increasing budgetary reductions in the arts and long-held elitist perceptions of classical music. In addition, the classical music business has used social media to profit from economic growth, audiences, and public profiles, and to market accessibility, relevance, and value to a wider audience, notably, younger demographics and non-attenders. As a result, the classical music scene tries to engender technological determinism and digital optimism, ideologies reflecting discourses around Web 2.0/social media. Simultaneously, a so-called ‘digital divide’ is at risk. Various factors, for example, socioeconomic strata, greatly influence how classical music is marketed and branded on social media networks, however, they are barriers to access and enjoyment of the art, online and offline.
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