IASPM International Conferences - Proceedings, Situating Popular Musics

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"We listened to our mix-tapes of love songs, talking about boys": Young Finns as a target group for cassette technology
Kaarina Kilpiö

Last modified: 2013-01-22


In the 1970s, compact cassettes (“C-cassettes”) were rapidly changing music listening practices. This paper studies the introduction and marketing of compact cassettes to Finns. C-cassettes answered important needs of music consumers: users remember them as essential devices in constructing and conveying one's identity. An active role as mix-tape assembler and recommender of new music was welcomed by Finnish music listeners, especially young people. But were they ready to accept the roles and ways of using cassette technology suggested by advertisers? The material analyzed consists of magazine advertisements from the 1970s and users' memories of C-cassettes.

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