Musical Effects: Glocal Identities and Consumer Activism

Abstract

This study provides further insights into the processes that occur in accomplishing identity projects in modern consumer culture. Especially illustrated is the role of cultural elements, specifically represented by (rock) music. In our four-year long fieldwork, we observe that musical codes are instrumental in shaping consumer identities. The relations between music and consumer activism are demonstrated. Transformations in conventional modern identities are found. The preliminary findings reveal that music, specifically rock music, enriches the modes of being in the world. Consumers enjoy experiencing and contesting all modes of being during their consumption experiences in the glocal rock festivals.

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