Award Date

5-1-2019

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Journalism and Media Studies

First Committee Member

Benjamin Burroughs

Second Committee Member

Dave Nourse

Third Committee Member

Yen-Soon Kim

Fourth Committee Member

Soo Kim

Number of Pages

89

Abstract

Music festivals have become culturally salient within the new age of consumer participatory culture. Festivals fundamentally warrant a rite of passage by providing consumers a unique, all-encompassing experience. This critical media industry study examines the music festival industry and its’ usage of lore as industry held logics based off of perceptions of consumer wants and desires that calcify within the industry (Havens and Lotz, 2012). I contend three substantial and emergent lore in the music festival industry identified include millennials, experience economy, and prosumer culture. In addition, this thesis explores industry lore as various textual representations across social and physical media marketing platforms at music festivals.

Keywords

Experience; Industry lore; media; Millennials; Music festival; Participatory culture

Disciplines

Marketing

Language

English


Included in

Marketing Commons

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