Music Platforms And The Optimization Of Culture Essay Paper

Music Platforms And The Optimization Of Culture Essay Paper

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Last week you researched the history of your popular culture artifacts. You also examined the audience for your popular culture artifacts and how each affected the other. This week you look at how access to popular culture affects society.

To prepare:

Review your two chosen popular culture artifacts/expressions.
Review your Final Project Worksheet from Week 1 and any feedback received.
Consider the following:
How does the distribution mechanism control the issues addressed in the artifacts’/expressions’ content?
Determine who controls the distribution of your chosen popular culture artifacts/elements.
In what ways does the controller of distribution affect the shared experience of the audience and community? Keep in mind that a community may be local, regional, national, or global. Be specific in your discussion.

Submit a 400- to 500-word essay that addresses these questions as they relate to your chosen popular culture artifacts/expressions. Be sure to include: Music Platforms And The Optimization Of Culture Essay Paper


At least three academically relevant sources.

Provided readings

Holt, D. & Cameron, D. (2012). Fuse Music Television: Challenging incumbents with cultural jujitsu. Download Fuse Music Television: Challenging incumbents with cultural jujitsu. In Cultural strategy: Using innovative ideologies to build breakthrough brands (pp. 245–264)Music Platforms And The Optimization Of Culture Essay Paper. New York: Oxford University Press.

This reading is from a book called Cultural Strategy about innovative and insurgent marketing strategies for popular culture. The book addresses how popular culture finds and develops its audience and at the same time can restrict the development of new popular culture distribution organizations. The book as a whole includes discussions of everything from Nike, to Ben & Jerry’s ice cream, to branding social innovation. The selection above is about how a music video channel, Fuse, took on the giant MTV (Music Television) in an effort to reach the audience MTV originally appealed to: people who want to watch music videos, not reality shows or adult-themed cartoons.

Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, by Holt, D.; Cameron, D. Copyright 2012 by Oxford University Press – Books (US & UK). Reprinted by permission of Oxford University Press – Books (US & UK) via the Copyright Clearance Center.

Federal Communications Commission Consumer Help Center. (n.d.). Obscene, indecent, and profane broadcasts Links to an external site.. Retrieved from

The following websites may be helpful throughout this course by demonstrating ways of analyzing pop culture texts as artifacts.

Critical Media Project Links to an external site.. (n.d.). Retrieved from
Pop Matters. Links to an external site.(2015). Retrieved from
USC Annenberg. (2014). Media, diversity, & social change initiative Links to an external site.. Retrieved from Music Platforms And The Optimization Of Culture Essay Paper

Final Project Milestone 3: Access and Community

The distribution mechanism of popular culture artifacts heavily influences the issues addressed within their content. In the case of movies and music, controlling distribution channels impacts the accessibility and visibility of diverse perspectives on gender, which consequently shapes the shared experiences of audiences and communities. They serve as a gateway through which dominant ideologies are reinforced, marginalized voices are amplified or silenced, and societal discourses are perpetuated or challenged.

Distribution Mechanisms and Their Control over Issues Addressed in the Artefact’s Content

The distribution mechanism significantly influences the issues addressed in movies and music concerning gender representation by shaping which narratives and perspectives reach a broad audience. Traditionally, major film studios and record labels have controlled distribution channels, often favoring content that adheres to mainstream gender norms and stereotypes to appeal to broad audiences. This control perpetuates the dominance of traditional gender roles in media, where women are frequently depicted in stereotypical roles, and LGBTQIA+ individuals are underrepresented or misrepresented (Santoniccolo et al., 2023)Music Platforms And The Optimization Of Culture Essay Paper. In addition, the gatekeeping power of distribution networks limits the visibility of alternative narratives that challenge existing gender paradigms, hindering the portrayal of diverse experiences and identities. However, the emergence of independent filmmakers, digital platforms, and grassroots music movements has begun to disrupt this hegemony, offering avenues for marginalized voices to share their stories and perspectives.

Control of Distribution in Music and Movies

The control of distribution in movies and music is often concentrated among a handful of powerful entities, including major film studios, record labels, streaming services, and digital platforms. These stakeholders wield considerable influence over the visibility and accessibility of cultural artifacts, shaping audience perceptions and shared experiences (Morris, 2020). In the movie industry, major studios such as Disney, Warner Bros., and Universal Pictures dominate theatrical distribution networks, exerting significant control over the types of films that reach audiences worldwide. Similarly, major record labels like Sony Music, Universal Music Group, and Warner Music Group command extensive distribution networks in the music industry, determining which artists receive mainstream exposure and promotional support.


This control impacts the shared experiences of audiences and communities at local, regional, national, and global levels. In globalized media, popular culture artifacts transcend geographical boundaries, influencing diverse communities’ perceptions of gender and identity. However, the concentration of distribution power in the hands of a few corporate entities can homogenize cultural expressions and limit the representation of marginalized voices (Pizzolitto, 2023). For example, audiences in regions with limited access to alternative distribution channels may have narrower exposure to diverse gender narratives, reinforcing hegemonic gender norms and perpetuating inequalities. Conversely, communities with access to alternative distribution platforms and grassroots networks may engage with a more diverse array of gender representations, fostering inclusive dialogues and challenging dominant cultural paradigms. Thus, the controller of distribution not only shapes the content available but also mediates the collective experiences and social dynamics within diverse audience communities.


Morris, J. W. (2020). Music platforms and the optimization of culture. Social Media + Society, 6(3), 205630512094069.

Pizzolitto, E. (2023). Music in business and management studies: A systematic literature review and research agenda. Management Review Quarterly.

Santoniccolo, F., Trombetta, T., Paradiso, M. N., & Rollè, L. (2023). Gender and media representations: A review of the literature on gender stereotypes, objectification, and sexualization. International Journal of Environmental Research and Public Health, 20(10).

Final Project Worksheet

In Week 5 you submit your Final Project; a 1,500-2,000-word essay. In Weeks 1 through 4 of the course, you work on Milestones that serve as building blocks for this project.

This worksheet is the Week 1 Milestone Assignment due by Day 7. Information gathered here will serve as a very rough draft for your introduction. Additionally, you will have started your research by gathering 3 credible sources and 2 quotes for later use.

Respond by typing directly into the boxes provided below. Please keep this worksheet as you will refer to it throughout the term. Music Platforms And The Optimization Of Culture Essay Paper

Choose one of the following social issues:

·         Race/ethnicity

·         Sexuality

·         Gender

·         Social and economic class

·         Violence

·         Indecency/free speech

My chosen issue is: Gender


Explain in 100-150 words why you are interested in this issue. This will serve as the rough draft to your final project introduction. Include one reference to an academically relevant source, either from our classroom, the Walden Library, or Google Scholar, that speaks to your interest in the issue. To correctly format the source, review APA guidelines at Music Platforms And The Optimization Of Culture Essay Paper


Today, gender inequality is an issue. It is actually one of the oldest and pervasive forms of inequality. According to Oxfam international, women and LGBTQIA+ people are treated unfairly and in a biased way by the government and social institutions. Some of the many ways this is done is by providing these people with fewer resources and giving them less power or influence. As children most of us are taught to treat everyone equally and to have the same rights but as we grow older no one is treated equally. As stated by Oxfam international gender inequality has caused discrimination for centuries. Samidha Pokharel states that discrimination is recognized as a form of inequality and that this discrimination can be seen worldwide.


Gender justice and women’s rights. Oxfam International. (2023, September 26).,to%20increasing%20gender%2Dbased%20violence.

Pokharel, Samidha 2008. Gender discrimination: Women perspectives, Nepalese Journal of Development and Rural Studies, 5 (2): 80-87.


Select two of the following categories:

·         Episodic moving image (TV shows—may be broadcast or streamed)

·         Movies

·         Music

·         Music videos

·         Fashion

·         Advertising

·         Animation (general animation/cartoons such as Disney or Warner Brothers, or genre-specific animation such as Japanese anime)

·         Food

·         Printed material (books, magazines, manga, comic books, or graphic novels)

·         Video games


My chosen categories are:


1.       movies


2.       music



Using the resources available in the classroom, the Walden Library, or Google Scholar, identify at least two quotes from credible sources that speak to your chosen issue AND one of the modern popular culture categories chosen above. Each quote should be ABOUT the category and the issue. These quotes will be the start of your research for your final project. Include full bibliographic details for your sources. To correctly format the source, review APA guidelines at Music Platforms And The Optimization Of Culture Essay Paper
Quote 1 about my issue and my first category:

“Put some balls on that woman”



Source information:

Cannizzo, F., & Strong, C. (2020). ‘Put some balls on that woman’: Gendered repertoires of inequality in screen composers’ careers. Gender, Work & Organization27(6), 1346-1360.


Quote 2 about my issue and my second category:

“If we are habits, nothing but habits, is music a feminist failure?”

Source information:

Macarthur, S. A. (2022). If we are habits, nothing but habits, is music a feminist failure?. Journal of Music Research Online12. Retrieved from


Music Platforms And The Optimization Of Culture Essay Paper

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