Question 2: Social Group

How does your media product represent particular social groups?

The social media group I have chosen is Alternative Rock, belonging to the Independent Music group mainly consisting of music that is recognised in the mainstream charts but originated "underground" and are signed by smaller, independent music labels. Included also are bands that could be categorised in the folk genre, whether this is folk rock, folk metal or electric folk, etc.

Example of Alternative Rock Music:



The above video is by English Alternative Rock band "Elbow" and is a classic example of the darker tones that are used to portray this genre of music. The setting plays a big part in this and shows a classic part of British culture ("Pint down the pub"), further portrayed by the clothing, the lyrics and the lighting.

Example of Folk (Rock) Music:



This example relates to folk rock music in particular, as portrayed by the band Mumford & Sons (also English). The music can have similar qualities to Alternative Rock, for example, the artists relate to their audience. Compared to other music genres like Pop music, artists are usually made out to be of higher importance and something the fan should strive to be, whereas the artists featured above prefer to work underground but share music with their fans.

History

Late 1970's to the 1980's - This was the decade where alternative music started to build after "Grunge" music emerged as a sub genre of alternative rock. Grunge music built it's popularity in the Untied States, more specifically Seattle where an active and large music scene had little media exposure compared to the cities of Los Angeles and New York. At the same time, many record companies labelled bands in the UK as "alt-rock". Bands such as
1990's - Alternative rock became popular in the 90's and record labels started to realise that there was a lot of money to be made by labelling bands under this title and selling merchandise. Bands such as Foo Fighters and Nirvana are cassic examples of bands that formed on the Seattle grunge scene and are well known today, even if not for their music. Nirvana formed in 1987 and are a good example of popularity gained through the duration of their career, cut short in 1994 by the death of frontman Kurt Cobain. This is when Foo Fighters formed and took over and equally match in popularity. Both names are internationally recognised.

10 Years Ago...
21st Century
2000's - Compared to the previous 20-30 years, new alt-rock music emerged but until a few years into the new millenium it was considered to have lost it's touch, especially in America. Howvever, this was the decade of a new establishing movement reffered to as post-punk revival. Eventually, alternative rock became referred to as part of the indie rock music genre.

The progression of alternative and folk music has remained more or less the same and, just as it did in the 80's when alternative rock came onto scene, can sometimes even be found in mainstream charts. However, at the time when alternative music emerged, it was seen as a break from mainstream music and was relatively new. Nowadays, "alt-rock" is accepted as a type of music and has developed over the years into a popular genre amongst all ages. Majority of the work created by the artists are successful because of their fans, as opposed to praise from the media. Inspiration for new bands is often taken from their predecessors often with instrumental talents rather than computerised music. Successful bands often gain a reputation and appeal to a younger audience but as their career develops, fans are found to stay loyal to their favourite artists' music into adult life.However, the way the public see these music genres today can vary from positive and negative. Criticism and praise can come from general articles in newspapers and magazines or from particular celebrities that have shared their own opinions.

Some of the criticism they have received for some of the bands that feature in this social group include:

"Asked what he thought of Mumford and Sons, Gallagher replied: "They look like f***ing Amish people. You know, them ones with the big sideys that don't use electricity? Growing their own food and putting barns up. I need music to be a bit more sexy and played by people who look a bit f***ing dangerous."  

Quote originates from The Shortlist (http://www.shortlist.com/entertainment/music/the-world-through-liams-eyes/) but has been rewritten for NME magazine (http://www.nme.com/news/beady-eye/57482).

Even social media has been used to, shall we say, express "dislike" (put delicately), towards  this music genre and the image portrayed by the artists:

"Let us forget our conflicts and put our differences aside, for there is a new evil at hand that threatens the very fiber of our being. Humanity must now unite in our hatred for the treacherous banjo b******s Mumford and Sons and join together as one force to ensure that our future is kept safe from the destruction of euphoric banjo anthems sung by annoying upper class waistcoat sporting husky little f***s."

 Quote taken from NME Magazine featuring as an example of the content of the facebook page "I Hate Mumford & Sons": http://www.nme.com/blog/index.php?blog=1&title=mumford_aamp_sons_are_they_really_all_th&more=1&c=1&tb=1&pb=1

But this bad image that is portrayed by the media is not necessarily the same opinion for the public, with this music genre dominating the world as household names and creating songs that seem to make a lasting impression as opposed to a short length of time at the top of the charts.

"Elbow had always been respected for their music. The only band in NME history to have four consecutive 9/10 album reviews, they had already been described as 'national treasures' by The Guardian"
Quote taken from: http://www.brits.co.uk/artist/elbow

...and to balance the seemingly bad impression made by Mumford & Sons:

"They avoid the celebrity circuit, are kind to their fans, and love the Royal Family. No wonder the world has fallen for the old-fashioned charms of Mumford & Sons."
Quote taken from: http://www.telegraph.co.uk/culture/music/music-news/9742444/Mumford-and-Sons-Pop-stars-Not-us.html