Table Of ContentMusic, Social Media and Global Mobility
Routledge Advances in Internationalizing Media Studies
EDITED BY DAYA THUSSU, University of Westminster
1 Media Consumption and
Everyday Life in Asia
Edited by Youna Kim
2 Internationalizing Internet
Studies
Beyond Anglophone Paradigms
Edited by Gerard Goggin
and Mark McLelland
3 Iranian Media
The Paradox Modernity
Gholam Khiabany
4 Media Globalization and the
Discovery Channel Networks
Ole J. Mjos
5 Audience Studies
A Japanese Perspective
Toshie Takahashi
6 Global Media Ecologies
Networked Production in Film
and Television
Doris Baltruschat
7 Music, Social Media and Global
Mobility
MySpace, Facebook, YouTube
Ole J. Mjøs
Music, Social Media
and Global Mobility
MySpace, Facebook, YouTube
Ole J. Mjøs
NEW YORK LONDON
First published 2012
by Routledge
711 Third Avenue, New York, NY 10017
Simultaneously published in the UK
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group,
an informa business
© 2012 Taylor & Francis
The right of Ole J. Mjøs to be identified as author of this work has been
asserted by him in accordance with sections 77 and 78 of the Copyright,
Designs and Patents Act 1988.
Typeset in Sabon by IBT Global.
Printed and bound in the United States of America on acid-free paper by
IBT Global.
All rights reserved. No part of this book may be reprinted or reproduced or
utilised in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in
any information storage or retrieval system, without permission in writing
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Trademark Notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and explanation
without intent to infringe.
Library of Congress Cataloging-in-Publication Data
Mjos, Ole J., 1970–
Music, social media, and global mobility : Myspace, Facebook,
YouTube / Ole J. Mjøs.
p. cm. — (Routledge advances in internationalizing media studies ; 7)
Discography: p.
Includes bibliographical references and index.
1. Music—Social aspects. 2. Music and globalization. 3. Social
media. 4. Online social networks. I. Title.
ML3916.M56 2012
302.23'1090511—dc23
2011035078
ISBN13: 978-0-415-88274-3 (hbk)
ISBN13: 978-0-203-12754-4 (ebk)
Contents
List of Figures and Tables vii
Acknowledgments ix
Preface xi
1 Introduction 1
2 Media Globalization and Global Social Media 12
3 The Emergence of the Global Social Media Environment:
MySpace, Facebook, YouTube 25
4 The Global Social Media and Music Nexus 57
5 Social Media and Music Practice: Connectedness or Closed
Circuit? 96
6 The Logic of Social Media: Power, Participation, and Paradox 117
7 New Spaces of Global Mobility: Re-evaluating Media
Globalization 142
Appendix: Discographies of the Interviewed Electronic Music
Practitioners 153
Bibliography 157
Index 173
Figures and Tables
FIGURES
3.1 NASDAQ—dot-com bubble. 31
TABLES
2.1 Germany Has Seen the Greatest Increase in Online Reach
of Member Community Websites (% of the online population) 18
3.1 Social Network Usage by Country; February 2010 26
3.2 Global Social Network Traffi c; February 2010 26
3.3 Acquisitions of Social Media 34
3.4 Facebook and MySpace Implied Valuation 35
3.5 Facebook Growth Outpaces MySpace (Unique Audience
in Millions) 41
3.6 The Localization of MySpace 43
3.7 Top Social Network Sites; March 2010—US Home & Work
(Unique Audience in Millions) 44
3.8 Facebook Language Localization—2010 45
3.9 YouTube Globalization Continues with Four New
Languages 47
3.10 The Localization of YouTube 47
3.11 The Global Mobile Expansion of Twitter 48
3.12 Social Internet Networks in China 50
3.13 The Press: MySpace and Facebook 51
4.1 Recorded Music Sales 2008–2009 (% Change by Region) 59
4.2 Global Recorded Music Sales 1997–2009 (US$ Billions) 59
4.3 MySpace User Guides and Books 64
4.4 Music is a Major Diff erence in Discussions around Facebook
and MySpace (% of Online Social Media Posts Mentioning
the Network) 67
viii Figures and Tables
4.5 MySpace’s Most Popular Musical Acts 84
4.6 Top US Music Services on the Web (in unique visitors,
December 2009) 85
6.1 Top US Online Video Properties by Videos Viewed
September 2010; Total US—Home/Work/University Locations 140
Acknowledgments
Various individuals have contributed in diff erent ways in making this
book possible.
I thank my colleagues Hallvard Moe and Lars Nyre for reading and com-
menting on chapters and extracts and for help shaping the book, and Moe
in particular for his continuous support and role in implementing a both
humane and productive writing regime. I am indebted to Frode Guribye,
Daya Thussu, Patrik Wikström, and John Urry for reading an earlier ver-
sion of the manuscript and providing valuable feedback and suggestions for
improvement. It goes without saying that any remaining inaccuracies and
errors of fact or interpretations are entirely my own.
I am thankful to Monika Büscher as well as John Urry for letting me
spend time and present my work at the Centre for Mobilities Research,
Lancaster University, UK. I thank Joseph Turow and Monroe Price for giv-
ing me the opportunity to reside as visiting scholar at the Center for Global
Communication Studies, Annenberg School of Communication, University
of Pennsylvania, US.
I would like to express my gratitude to Daya Thussu, series editor, for
continuous counsel, and Kjetil Rommetveit, Espen Sommer Eide, Vegard
Moberg Nilsen, Birthe Skotheim, Ketil Mosnes, Kristian Stockhaus, Aksel
Mjøs, Espen Ytreberg, Trine Syvertsen, Vilde Schanke Sundet, Karoline
Ihlebæk, Gunn Enli, Jostein Gripsrud, Dag Elgesem, Astrid Gynnild and
Knut Helland for comments, help, or advice on various parts and aspects
of the book project at diff erent stages.
I am grateful to my current employer, the Department of Information
Science and Media Studies and the Faculty of Social Science, University of
Bergen (UiB), Norway, for generously giving me the time and resources to
complete this book.
I am thankful to everyone who kindly let me interview them for this
project, to Felisa Salvago-Keyes, Julie Ganz and Erica Wetter at Routledge,
to Elizabeth Thussu for editing the manuscript—for which I am most grate-
ful, as well as Michael Watters at IBT, and Ingebjørg Braseth, master’s
student at the department, UiB, for great help with organizing the appendix
and bibliography.
