'For hire': Marketing ceremonial Bata drumming on YouTube

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Author(s)
Windress, Kent
Griffith University Author(s)
Year published
2014
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This paper examines the emergence of marketing practices on YouTube that promote ceremonial Cuban bata drumming. A primary consideration for analysis will focus on how authenticity of practice is conveyed to users through the technological affordances offered by YouTube. While a number of discourses surround the concept of what constitutes the authentic (e.g. Bruner, 1994; Keister, 2005; Lindholm, 2002; Taylor, 2014), in the case of ceremonial Cuban bata drumming authenticity is most often conveyed through adherence to the religious conventions and expectations that govern performance, which is in turn sanctioned through ...
View more >This paper examines the emergence of marketing practices on YouTube that promote ceremonial Cuban bata drumming. A primary consideration for analysis will focus on how authenticity of practice is conveyed to users through the technological affordances offered by YouTube. While a number of discourses surround the concept of what constitutes the authentic (e.g. Bruner, 1994; Keister, 2005; Lindholm, 2002; Taylor, 2014), in the case of ceremonial Cuban bata drumming authenticity is most often conveyed through adherence to the religious conventions and expectations that govern performance, which is in turn sanctioned through religious authority bestowed upon the bata drums and drummers through complex initiation rituals.
View less >
View more >This paper examines the emergence of marketing practices on YouTube that promote ceremonial Cuban bata drumming. A primary consideration for analysis will focus on how authenticity of practice is conveyed to users through the technological affordances offered by YouTube. While a number of discourses surround the concept of what constitutes the authentic (e.g. Bruner, 1994; Keister, 2005; Lindholm, 2002; Taylor, 2014), in the case of ceremonial Cuban bata drumming authenticity is most often conveyed through adherence to the religious conventions and expectations that govern performance, which is in turn sanctioned through religious authority bestowed upon the bata drums and drummers through complex initiation rituals.
View less >
Conference Title
Proceedings of the International Association for the Study of Popular Music Australia-New Zealand 2014 Conference. Into the Mix: People, Place, Processes.
Copyright Statement
© The Author(s) 2014. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author[s].
Subject
Communication Technology and Digital Media Studies