Marketing Faculty Publications and Presentations

Understanding youth culture: Techno music consumption at live events in Spanish speaking countries

Document Type

Article

Publication Date

2004

Abstract

Techno music is an important part of contemporary youth culture. This study investigates this phenomenon by means of an Internet-based survey. Survey results suggest that the atmosphere at techno music events is generally perceived as friendly and that techno music does not promote aggressive feelings or emotions on the part of participants. Attitudes toward drug use at techno events and the role of the Internet in the downloading of music are also investigated. Overall, the results lead to the hypothesis that there may be two different segments of techno music consumers: one segment of more active and risk-taking individuals and a second segment of more introverted listeners who are less inclined to use drugs and prefer to obtain techno music from traditional channels rather than the Internet.

Comments

https://www.tandfonline.com/share/WDXGRMGIMIZHZSDFHGXK?target=10.1300/J046v16n04_02

Publication Title

Journal of International Consumer Marketing

DOI

10.1300/J046v16n04_02

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