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The Changing Shape of the Culture Industry; or, How Did Electronica Music Get into Television Commercials?

University of California, Los Angeles

This article examines the recent changes in the culture industry and demographics that permitted a formerly underground music to enter the mainstream. The demographic shift concerns the group that Pierre Bourdieu calls the "new petite bourgeoisie," which in the 1980s began to use the music of their youth in commercials, signaling the beginning of the end of the commercial jingle, as well as the stigma that once attached to musicians who permitted their music be in advertising. But the yuppie baby boom generation that inhabited the new petite bourgeoisie has been succeeded by a younger group in the advertising industry, whose representatives are helping to bring underground electronic popular musics to mass audiences in television commercials. Automobile manufacturers in particular have gravitated toward this music.

Key Words: advertising • Bourdieu • electronica • generation • music • television

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