Art Work as a Product of Society - Case Study Example

Art Work as a Product of Society Introduction The concept of art is one that is not only inclusive of individual artists and their expressions that are presented toward society. More importantly, there is a creation of art that is used to create a specific development and association with the industry and business of art. Understanding the associations that are a part of this, as well as the developments that have come with the creation of art as business provides a different understanding what art is used for in society. When looking at the creation of the music industry through Sony, it can be seen that the music is not the main presentation used. More importantly, there is a specific association with making money and catering to the demands of the audience for higher profits of the corporation. The artists that are used to represent the music of Sony are created to provide an impression that attracts customers and which continuously develops for an appeal to society. Development of the Cultural Industry When first looking at the aspects of the music industry and the developments for business and money, is also a need to define the cultural industry and what this implies in different societies. The concept of the cultural industry begins with a placement of individuals and artists that are able to represent society. Artists will take a specific position in relation to the surrounding society and will create expressions and statements that will appeal to a specific group of people. Typically, the meaning of the work is designated to change opinions and positions that are a part of culture. The expressions that are a part of the cultural industry are designed to reinforce philosophies, developments within society and expressions that reflect a set of individuals. The sociological processes that are used with specific artists become one of the most important components that area part of the cultural industry, with individuals in society being attracted to the statements that are most reflective of their identity and philosophies (Bourdieu, Johnson, 30 – 31, 1993) Even though the concept of cultural industry is based on the expressions of artists, the new movement of globalization and the demands that are associated with this are creating an alternative understanding of the philosophies that are perceived by individuals. Cultural globalization is one of the aspects that are beginning to be defined within society and the expectations that are included in this. Creating products and associating with global audiences is one of the changes that many of the corporations are faced with when looking at the cultural industry. The concept of globalization is changing the expectations for expression and the needs of the community when relating to specific audiences. The spaces of media that are now being used are representing diversity of thought and of alternative philosophies. The culture that is associated with this is one that is represented through media spaces as well as the incorporation of new orders and principles that are demanded by universal understanding of globalization. The impact of globalization on culture is not only creating the need to diversify and change the artistic representations, but also is leading corporations to take a different type of expression that will create a stronger response from a wider audience (Du Gay, 30-34, 1997). Cultural Industries and Capitalism Since there is a movement toward globalization and the associations with culture, many that are involved in the industries of culture have changed the expressions and approach toward the industry. Instead of creating expressions that are defined by a specific culture, corporations are moving into an approach that is directed at attracting more audiences and individuals. Growing a market of consumers, as opposed to showing a specific set of philosophies and expressions has become the main consideration of most that are in the cultural industries. The creation of this philosophy is based partly on the globalization of culture and the diverse segments that are looking toward alternative expressions. The inability for artists to reach the several fan bases has led to an expression that is based off general appeal and universal thought processes. However, this is also limiting the philosophies and expressions to one that is based on money. One of the associations with the cultural industry and the concept of money as the primary influence is said to be related to the culture of capitalism. The expectations that are a part of the American society, for instance, are directly related to the ideals of the social structure, which combines the bourgeois with the high culture. The main measurement of those who live as high society is based on the level of money and materialism that they have, which becomes a direct expression of culture. “Changes in culture as a whole, particularly the emergence of new lifestyles, are made possible not only by changes in sensibility, but also by shifts in the social structure itself. One can see this most readily in American society, in the development of new buying habits in a high consumption economy” (Bell, 55, 1979). The concept of the economy as the driving force of culture then becomes a main association with the artists and the expressions that are a part of this. As the culture industry exemplifies the lifestyles of individuals, is also a social structure that is made from economy and materialism. To express this, artists focus on the concept of having and making money. In this sense, the concept of capitalism as the reflection of the culture industry becomes the main association with the culture and the expectations that are associated with this. Artists that aren’t associated with the making of money as a component of culture and the associations of capitalism are not recognized on a global basis and have a limited association with society and expression. Cultural Industries and Money An example that is used with the incorporation of the culture industry and the association with expressions as a part of money is through the Sony Corporation. This is one of the largest music industries that is used and has a specific relationship to the culture industry through leading artists, such as Michael Jackson, Herbie Hancock, Pearl Jam or Sade. Sony makes an average of $13.5 million in advances, $6 million for new products and $7.5 million on royalties and their catalogue of past artists. On average, the artists make 25% of the money from an album release and have a goal of selling between 5 and 10 million copies per year. To mainstream this, Sony expects the musicians to have a presence that promotes the albums and which is based on creating higher profits and sales that is associated with the album. To release and sign an individual, the concept of the song is based specifically on whether it has the potential to become a hit. To become a hit, it has to cater to the global community and the expectations of society, which refers to a specific sound, idea and expression of the artist (Burnett, 28, 1996). The example of Sony is one that is associated with the alternative expressions that are in the culture industry. The demands for the albums and for the artists are expected to bring a high return to the company, specifically because of the procedures that are used. If an artist doesn’t fulfill these requirements, then the contract will be terminated and the artist will no longer be able to show their expressions to society. This basic rule, as well as the association with Sony as a corporation provides an example of how the culture industry is based on the ideologies of money as the main motive behind the music. Instead of the focus on music as a way to express different ideas at a smaller level, there is a specific representation of music as a way of publicizing a company and of making money. “Television, the press, film and video have figured most visibly, with music recognized as representing at most a vital strand in the whole provision of mass entertainment. The distinctiveness of musical styles and tastes and the nature of the music audience have been overshadowed by music’s place within the huge entertainment multinationals” (McRobbie, 112, 1999). The concept of expression is one that is limited by those who are more interested in mass entertainment. Multinational music industries, such as Sony, show that there is no room for alternative expressions, experimentation and alternative tastes. Instead, the payback of the corporation and the production that occurs creates an alternative approach to the music that is created. The most important component related to the cultural industry, from this perspective is based on catering to musical audiences and tastes that will provide a higher return. Mass Entertainment and Money It is not only the association of the specific expressions that are a part of the music industry that are pushed for making money. The association with this also leads to the understanding of cultural affiliations and mass entertainment. Finding the mass culture and the response that they will have toward specific music allows for a different appeal to be given to those that are interested in specific genres of music. Corporations, such as Sony, find different target audiences that will respond to an expression or appeal, all which will guarantee a return in the profit of the company. The mass influences are then able to dictate what is available for music as well as what will be bought and created as a specific demand to society. The result of this is a different association with the way that music and other genres are looked into. There are several different ways that the various corporations in the culture industry work to create demands within society and to find the responses of the mass public. These are based on capitalism that is a part of each society, all which allow the corporations to control significant areas of the public and of the information that is displayed in society. The media and the influences that are surrounding the public all work to create a specific association with artists and their influence over society. To create a market based system within the cultural industry, there is also the need to have different associations with the press and the media. These different facets will stimulate and control the responses of the mass public and will push different types of music into the mainstream. Licensing systems, advertising, restrictions and the inability to have as many components available for independent artists all helps with this limitation. More importantly, there is development with the media to push different genres and styles of music. The response of the mass media helps to depict which artists will remain within a corporation as well as which will be released in different regions or which will no longer be influential to the public. The corporate structure and the association with artists provide an understanding of what will create the best response through the public first, which is then followed through with press relations. The end result is a depiction of successful artists through these controls and the return of investment that comes from this (Curran, 82, 2002). Conclusion The concepts that are associated with the cultural industry began with development of expressions, philosophies and the ability to communicate with an audience of people about specific perspectives. However, as the industries have grown, they have developed into corporations that base their profits on the ability for artists to appeal to the mass media. The cultural developments are now considered a part of a global interface that is based on the structure of capitalism, as opposed to the expressions that come from different sub – cultures. The artists that are continuously advertised through the media, as well as through different mass entertainment sources, are all used with the intent of making profit for the corporations. An association with this is through Sony Entertainment, which focuses on artists and entertainers that will express specific ideas that appeal to the mass market and which will bring a specific amount of revenue in return. The result is a loss of the culture industry as one that is based on expression, which is instead a part of a corporate structure based on the product of artist works. 8 pages – 6 sources - Harvard References Bell, d.(1979), The Cultural Contradictions of Capitalism (London: Heinemann) Bourdieu. P (1993). The Field of Cultural Production (Cambridge, Polity) Burnett, Robert. (1996). The Global Jukebox: the International Music Industry. (New York: Routledge). Curran,j. (1996), Media Power (London: Routledge) Du Gay. P (1997) (ed), Production of Culture/Ccultures of Production (London: Sage) McRobbie, A (1999) In The Culture Society: art, fashion and popular music (London: Routledge) Read More