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Thesis Dawn Ziegerer Behnken

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Thesis Dawn Ziegerer Behnken The Pennsylvania State University The Graduate School College of Communications COUNTRY MUSIC IS COOL: ADVERTISING, SYMBOLIC EXCLUDIVORES AND MUSICAL OMNIVORES. A Thesis in Media Studies by Dawn Ziegerer Behnken © 2012 Dawn Ziegerer Behnken Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Arts May 2012 The thesis of Dawn Ziegerer Behnken was reviewed and approved* by the following: Frank Dardis Associate Professor of Communications Thesis Advisor Mary Beth Oliver Distinguished Professor of Communications George Anghelcev Assistant Professor of Communications Marie Hardin Associate Dean of the College of Communications *Signatures are on file in the Graduate School ii ABSTRACT Music from many popular music genres such as indie, hip hop, pop and rock is used in national television advertising. Country music is not often used. The term “symbolic excludivore” refers to those stating a dislike for country music. This study revealed symbolic excludivores exposed to country music in television advertising did not have negative attitudes compared to those who like country music. The concept of omnivorousness, or the quality of being “well-rounded” predicted more positive attitudes in those viewing an advertisement in the “indie” music condition. A measure for “coolness” was developed and a dimension of coolness called “trendy” mediated between omnivorousness and attitude related variables. Country music was found to be more “friendly” than hip hop music in the “fashion” condition. Further study may reveal negative stereotypes involving country music do not match actual experiences with alt.country music used in commercials. iii TABLE OF CONTENTS LIST OF TABLES....................................................................................................... vii LIST OF FIGURES ..................................................................................................... viii ACKNOWLEDGEMENTS......................................................................................... ix Chapter 1 What’s that Song? ...................................................................................... 1 Isn’t this Country Music in Advertising? ............................................................. 2 Music in Advertising ............................................................................................ 3 What is Popular Music?........................................................................................ 4 Chapter 2 Country Music............................................................................................ 8 Country Music History......................................................................................... 8 The Beginning of the Country Music Image........................................................ 10 The Music Itself: Soft-Shell vs. Hard-Core......................................................... 12 Hard Country........................................................................................................ 14 Alternative Country.............................................................................................. 15 Country Music in Pop Culture Today: Record Sales & Radio Airplay .............. 16 Touring & Performance........................................................................................ 17 Country Music in American Television, Movies & Print .................................... 18 Collaborations on Country Music Television....................................................... 19 Country Music and Consumers ............................................................................ 19 Taylor Swift and Country Music.......................................................................... 20 Chapter 3 Country Music and Exclusion by the Media ............................................. 22 Prejudice Against Country Music ........................................................................ 22 Country Music and Symbolic Exclusion by the Media........................................ 26 The Use of Unknown Indie Music in Advertising ............................................... 29 Country Music in Advertising: Examples of Successful Execution ................... 31 Chapter 4 Culture, Taste, Omnivorousness & Identity .............................................. 32 Taste in Music ...................................................................................................... 32 The Concept of Omnivorousness ......................................................................... 33 Univores ............................................................................................................... 35 Are People Omnivorous? ..................................................................................... 36 The Meaning of Music in Advertising ................................................................. 37 Music and Identity................................................................................................ 38 Chapter 5 Coolness .................................................................................................... 40 Cool Music ........................................................................................................... 40 iv What is Cool? ....................................................................................................... 41 Cool as a Part of Speech....................................................................................... 42 Cool in the Marketplace ....................................................................................... 44 Coolness in Black Culture.................................................................................... 47 Coolness and the Virtues...................................................................................... 47 Cool People .......................................................................................................... 48 Subjective Cool .................................................................................................... 50 Coolness and This Research................................................................................. 50 Chapter 6 Prior Research & Schema Theory ............................................................. 51 Problems with Prior Research in Country Music................................................. 51 Schema Theory..................................................................................................... 51 Chapter 7 Attitudes .................................................................................................... 54 Attitude Toward the Ad (Aad) ............................................................................. 54 Theories on How Aad Works............................................................................... 55 How Aad Affects Brand Choice .......................................................................... 56 Attitude Toward the Brand (Ab) .......................................................................... 57 Chapter 8 The Purpose of This Research .................................................................. 59 Using Omnivorousness to Test Country Music in Advertising............................ 59 Development of “Coolness” Measure .................................................................. 60 Chapter 9 Hypotheses & Method .............................................................................. 61 Hypotheses ........................................................................................................... 61 Pretest ................................................................................................................... 62 Participants & Procedure...................................................................................... 62 Independent Variables.......................................................................................... 64 Dependent Measures ............................................................................................ 65 Chapter 10 Results ..................................................................................................... 67 Manipulation Check ............................................................................................. 67 Musical Preferences of College Students............................................................. 68 The Factors of “Coolness”.................................................................................... 69 Hypothesis Testing ............................................................................................... 71 Mediation Analyses.............................................................................................. 72 Research Question................................................................................................ 73 Additional Analyses ............................................................................................. 74 Chapter 11 Discussion, Limitations & Conclusion ................................................... 79 Omnivorousness ................................................................................................... 79 Coolness ............................................................................................................... 79 v Symbolic Excludivores......................................................................................... 80 Other Explanations Regarding Symbolic Excludivores....................................... 82 Fashion
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