Social media data study finds relationship between social status and identity building
If you want to be successful in your career, create your own identity, then break your limits with your people. It seems very common. Yet a study on social media has proven that this is the recipe for success.
Recent research on the musical identity of electric dance music DJs and their reputation
found that music DJs with a distinct gender identity as well as network positions that combine brokering and cohesion tend to rank higher in terms of social status.
What do Electro House star Calvin Harris, Diplo, Moombahton & Trap icon, Progressive House master Sebastian Ingrosso and Trance frontman Armin Van Buuren have in common? One of the things these star DJs have in common in the electronic music market is that they are the leaders who build their genres with strong musical identities and are artists who are constantly trying experimental and innovative connections with other genres. .
Professor Wonjae Lee and Dr Hyeongseok Wi of the Graduate School of Culture and Technology analyzed data from playlists performed by electronic dance music (EDM) DJs at several EDM festivals that were popular around the world before COVID- 19 and the runway data they published. during this period.
“This study examines how social status is achieved within a professional group of artists whose members play a key role in evaluating their artistic products in the EDM market,” said Professor Lee.
In particular, the team viewed the social status of DJs as an effective way to ensure the quality of their works in emerging music markets such as EDM and identified two important factors, musical identity and social position within the professional DJ group.
They analyzed data from 3,164 playlists of 815 DJs that performed at nine festivals held from 2013 to 2016 as a sort of citation network among DJs, and turned it into network data to measure social positions. among the DJs. They viewed DJs who received a lot of quotes from other DJs as having high social status. Additionally, the genre, beats per minute (BPM), and key scale data of songs released during the period were quantified to analyze association with musical identity.
First, the results of analysis of published track data demonstrated that a distinct and focused musical identity correlates with the social status of EDM DJs. The EDM market is an emerging specialty market that is constantly developing and differentiating itself with new styles and genres. It includes artists who establish criteria of worth and demarcate categorical space in distinct identity positions reflecting art forms of a similar type.
Second, this study focuses on the two advantages of two types of social positioning, brokerage and cohesion, which can effectively reduce uncertainty in the market. The results show that DJs with a hybrid position, combining both elements of brokerage and cohesion, have a higher social status. This hybrid position is the most advantageous position to control and use new opportunities and resource inflows. Unlike existing studies which divide the merits of the two positions into a dichotomy, this study follows the practice of recent studies which show that the two positions can generate synergy in a complementary manner.
The predominant remix culture in EDM provides a compelling explanation for this phenomenon. Because building playlists is a DJ’s main specialty, the ability to creatively combine a variety of tracks using their own artistic style is crucial. To showcase their remixing skills, DJs skillfully select tracks to maximize the display of their talent. Recognized DJs prefer to select tracks from other genres, borrowing from existing contexts and creating new reinterpretations while drawing inspiration from their own musical backgrounds.
“Gaining social recognition within a professional group is an effective way to ensure the quality of the products they make and a solid reputation,” explained Professor Lee.
The research team also highlighted the unique case of Techno DJs, who exhibit Galapagos Syndrome by avoiding genre crossovers and sticking to their own musical identity, unlike most genres in EDM. This research was published in Plos One on August 25 and funded by KAIST and the BK21 Plus Postgraduate Organization for Content Science.