Volume 7/ Number 1 (64-81) February 2020 https://jurnal.ugm.ac.id/rubikon THE FORM OF SENSUALITY IN HISPANIC MUSIC IN AMERICAN MUSIC INDUSTRY: DISCOURSE ANALYSIS ON AMERICAN POPULAR MUSIC Maria Elfrieda C.S.T e-mail: [email protected] Ida Rochani Adi Universitas Gadjah Mada e-mail: [email protected] ABSTRACT In 2017 and 2018, Hispanic music reaches high popularity as world Article information music. The reaction came from the American music industry, seen Received: 14 January, 2020 through the production of Hispanic music in American music industry, Revised: 28 January, 2020 which brings Hispanic music as a part of American popular music. In this case, American popular musicians started to produce music that Accepted: 11 February, 2020 contains Hispanic music characteristics. Among all of the characteristics, the form of sensuality becomes a significant aspect in producing Hispanic music, even in American music industry. In relation to this fact, this research is conducted in order to see how the form of sensuality supports the popularity of Hispanic music. The theory of Discourse Analysis by Michel Foucault is applied to analyze sensuality as adiscourse behind the popularity of Hispanic music. As a research conducted within the frame of American Studies, this research also usesthe postmodern approach to see the new formula related to the form of sensuality in Hispanic music, especially when produced in the American music industry. Keywords: American popular music; Hispanic music; machismo; women sexual objectification; women sexual subjectification DOI : https://doi.org/10.22146/rubikon.v7i1.62512 Available at https://jurnal.ugm.ac.id/rubikon/article/view/62512 This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License INTRODUCTION got the attention for bringing up things that North Americans were looking for, such as Historically, the idea of Hispanic music as “sex and sensuousness, the lewd and erotic music arises when music such as Rumba libidinous, the quintessential representation of is introduced in Cuba, which also attracted the primitive, the exotic, and the erotic” (p. North America. In his book titled On 201). Moreover, he also states: Becoming Cuban: Identity, Nationality, and Culture, Pérez (2012) explains how Rumba 64 Maria Elfrieda C.S.T & Ida Rochani Adi – The Form of Sensuality in Hispanic Music in American Music Industry: Discourse Analysis on American Popular Music Music served as both source and setting of Regarding to the issue of this research, the the North American meditation on sex and Postmodern approach within the frame of sensuality. [...] The music was necessary American Studies seems relevant. As an to the pursuit of romance and seduction. interdisciplinary study, this research is also [...] Sensuous music, stimulating primitive impulses, aroused romantic urges (ibid). conducted under American studies using The erotic image of Hispanic music is Discourse Analysis theory. This theory focuses developed even since this kind of music was on how the discourses of knowledge is introduced to the North Americans or Cubans, constructed through language in the mass which can be seen through the attraction came media and how those discourses compete to from the people towards the music. In this each other in resulting the powerful discourse case, they can also see the erotic aspect of the which is later believed as the „truth‟ by the music through the movement of the music society.The existence of discourse is limited itself. Moreover, in this situation, the North depends on the social context that happened in Americans or Cubans found the enjoyment, a certain period of time. It is stated that especially towards the erotic vibe they found discourse is the part of history shows that, in the music. The erotic formula or the together with the social dynamic or social sensuousness in the music is taken as the change throughout the history, the discourse medium for expressing romance or seduction. might be replaced by another discourse more „suitable‟ with the social condition during The erotic formula has its contribution for certain period of time. the popularity of Hispanic music, especially in American music industry. In this case, through In case of analyzing the musical elements, its development, Hispanic music is well the concept of musical discourse analysis known or popular with its erotic vibe. The shows how music becomes the media for erotic formula is so important and significant communicating through the elements of music that American music industry also put it into and the intentions behind the production of their consideration when creating or producing musical art in order to depict social Hispanic music. It can be seen through various context.Related to the existence of discourse, Hispanic music industry produced in power has a major role in the process of American music industry in 2017 and 2018. producing discourse. This can be seen through The erotic formula itself can be found through the relation between power and knowledge. the elements of the music. Moreover, it can be These two things are inseparable, especially in seen how the American music industry tries to producing discourse.It can be understood that keep the characteristics of Hispanic music as the existence of power is not only limited in authentic as possible by keeping the authentic controlling or forcing the society but also in formulas, including bringing out the erotic producing things, particularly, a discourse. vibe of Hispanic music. In relation to this Through this, the discursive process where formula, the discussion on this subchapter will power produces discourses is aimed to see look into the elements of Hispanic music how the discourse is accepted by the society as produced in American music industry the „truth‟. specifically to see the erotic formula and to see The construction of the „truth‟ itself is not how it supports the popularity of Hispanic separated from the role of discourse as the music in American music industry. representation of the reality.The reality that is 65 RUBIKON Volume 7/ Number 1 February 2020 seen or experienced is the result or the product would start again in order to stand as the of discourse. It is the result of how the world is representation of the reality and the „truth‟ for seen within a certain perspective and the result the society for a certain period of time. of how preconceived knowledge about the world is used. In this case, the preconceived DISCUSSION knowledge is used to construct the reality and The Alluring Voice: Vocal Texture of the discourse behind it, which will make it Hispanic Music in American Pop Song more meaningful as the representation of the reality itself. Finally, the power of the When talking about music elements, the discursive process might result on the timbre has its own significant role in creating impression that the discourse produced the erotic vibe on Hispanic music. According through this process is the „truth‟. In this to Jessica Dais (2019), timbre is auditory situation, the knowledge about the world or the senses that can be produced both using music discourse would not stop on being the instruments and vocal. In bringing out the representation of the reality, but later on it sensual form of Hispanic music, timbre or tone might become the „truth‟ for the society. color produced through vocal seems to be the Through this, then the society might see the main actor here. In particular, the various distinction between the „truth‟ and the „false‟. kinds of sound waves produced by human can This idea, of course, depends on the power of give color or character to the music. In the discursive process which determine which case of Hispanic music, the vocal texture from discourse is taken and which one is not.In the singers can create the erotic vibe and doing a research using the Discourse Analysis, makes the music sounds sexy. the analysis should focus not only on how to In the case of creating the sexy voice, find the „truth‟ or the „false‟ but more on how there are some discussions about the type of strong the discursive process works in voice which can be considered as sexy. producing the discourse and turns it into the Estevan Q., a Los Angeles-based writer and „truth‟. The work on Discourse Analysis co-host of the pop culture podcast Your Gay requires us to critically analyze the discourse Cousins, in Wong (2019) states that: constructed as the representation of the reality For me, there‟s a certain texture and and how that discourse has power to be the rhythm to a guy‟s voice that can be so „truth‟ for the society and seen as something attractive. It isn‟t necessarily about a natural through the „fixed‟ meaning behind it. voice being deep, but one that‟s a bit gravelly, yet breathy – sort of how I By doing a research using the Discourse imagine whiskey might sound if it had a Analysis, the notion that there is no „fixed‟ voice. meaning must be manifested in mind. There Another statement came from Jean Berko are always other possible meanings Gleason, a co-author of the textbook constructed by other discourses. The reality “Psycholinguistics” and professor emerita at that is seen or experienced is something that Boston University whom states that “overall, the representation formed through a discursive though, a sexy voice is warm and inviting. It process. After all, this representation of reality feels as if it is spoken from the chest, rather would lose its power and come back to its than the head. Its tones are pleasing and not at form as discourse. At this moment, the all nasal”(ibid). Moreover, this type of voice struggle between one discourse and another also gives a sense of maturity to the speaker, 66 Maria Elfrieda C.S.T & Ida Rochani Adi – The Form of Sensuality in Hispanic Music in American Music Industry: Discourse Analysis on American Popular Music which somehow compliments the sexiness strong the sensual formula in Hispanic music itself.