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Sociology lecture # 9.docx

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University of Toronto Scarborough
Ted Petit

11/6/2013 1:03:00 PM Sociology: SOCA01 lecture #9 November 6,2013  Fixed costs are high- having to spend all your money before you sell anything, need to take all your financial risks, don’t know if something is going to sell or not  Media are conservative in there choices  Why nobody knows anything? Fisherman, a fisherman doesn’t know when they lineout the fish, a fisherman casts out there line a 100 times, they don’t catch any finish, tons of chance involved  4 categories- supposed to be a hit but wasn’t -supposed to be a bit but was  Fundamental problem with reality- history only gets runed once, imagine we can run history over and over again  Saganik- took 48 bands, that nobody has ever heard of, pulled people to sample with an online music market, recruited people across the world to login on the music market listening and downloading, rating every song parker theory  Artificial music industry can re run history  Reality: What will be successful is unpredictable  Belief: have this myth that things are popular because there good  What gets defined as quality, changes  Can figure out if people got popular because they are talented  Model # 1 Adler-Connoisseurship/Addiction Goods/Acquired Tastes  People like things the more they know about them, the more you listen the more you like  Model # 2 Salganik- Information Cascades/ Bandwagon Effect/Herd Behavior, we want an objective measure of quality, this piece of culture is good this piece of culture is bad, you cant say that because its subject  What is the songs emotional impact? Subjective answer  Quality is subjective, don’t like how we cant rank things, try to rank cultural subjective, none of us when experiencing a new song know if its going to be good or not.  We pick things based on other peoples tastes, want to believe tastes can be standardized, the music we pick, the restaurants we go to, the artists we choose  The Matthew Effect- for to all those who have, more will be given, and they will have an abundance, but from those who have nothing even what they have will be taken away. If two scientist have the same idea, the scientist who is most popular will get the more credit  Model # 3- Network Externalities/Network Effect/Demand- Side Economies of Scale  The thing itself becomes better the more people use it, social concept  Becomes more useful as a product the more people use it  Facebook- becomes less useful the less people use it, the more people use it the more useful  Path dependence- the set of decisions one faces for any given circumstance is limited by the decisions one has made in the past, even though past circumstances may no longer is relevant.  People hate Facebook but still on there because other people are on it still  Model # 4 Homophily- life attracts life- “Birds of a Feather Flock Together”, socially group ourselves with people who are similar to us, have similar tastes to us. Example: if you don’t like metal, guaranteed you don’t surround yourself with metal heads  Horizons of Observablity- we assume that our tastes are represented around the world, or what we subjectively think is right.  Is it a small world, or does it just feel like one?  All enclosed in our small worlds,  Media products and how they are consumed- information cascades, isn’t about how object gets made, what we do with them  Goods are neutral, movies and music are neutral, don’t have any positive or negative, there usage is for social, they can be used for fences or bridges, has nothing to do with media industries  Consumption problem and process- culture as bridges article from 2010 “the strength of Weak Culture”  Served an important function in urban modern life, where you come across people that you don’t know, surrounded by people you don’t know, so when you meet new people that you don’t know what there about you might use some bridges “the weather”  Media helps us connect  Friends have the same ethnicity, gender etc.  The depths of shallow culture- spend to much time criticizing shallow cu
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