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The gains and losses that result from technological change are always matters of consequence and trying to determine whether the gains outweigh the losses is important. For this assignment, examine a major technological change in the way music was created, recorded, distributed or marketed and discuss the gains and losses that came about as a result of that change. What is of most importance is to discuss those “gains and losses” in terms of how they changed us as listeners and how they changed us socially and culturally as a people. Put another way, the most important thing is not how the technology changed the way we listened to music but how the way we listened to music changed us. Similarly, the most important aspects of a technological change from a social and cultural viewpoint are not in how our social and cultural behavior changed but in how that change in behavior altered our culture and society. As example: when Elvis was first promoted to the public on television, the way he looked – and, more important, the way he moved – had as much to do with his success as they way he sang. The result was that it changed our notion of what was acceptable behavior in a pop star and made “overt sexuality” an important part of rock and roll and popular music. Equally, the fact that he sang “black music” on television helped to break down racial barriers and changed the way we thought about African American music and culture in the popular mainstream.
There are hundreds of technological changes to choose from: the player piano, the jukebox, the phonograph record, the compact disc, the iTunes Store, the long playing album, the Walkman, the iPod, the music video, MTV, Shawn Fanning’s Napster, and the list goes on. Pick one change, describe the “gains and losses” that were a result of that change, and examine what those “gains and losses” meant to us as individuals and as a people.
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