AUTHENTICITY AND CLASSIC ROCK CONSUMPTION: A NETNOGRAPHY ON FACEBOOK

ABSTRACT

In contemporary society, several movements have or had in music consumption one of the main ways to express their values, ideologies, and discontents. In this regard, rock music is noteworthy because even its origin was considered as a form of social protest. The objective of this study was to investigate how classic rock fans build and express meanings of authenticity through participation in Facebook groups on classic. For that purpose, a 12 months netnography was conducted in two Facebook groups on classic rock. Plus, 11 in-depth interviews were conducted with users of these groups. The results suggest that classic rock fans of these groups share a sense of community as a way of dealing with the idea of individualism and loss of purpose creating preserving and disseminating an idealized vision of the 1960s and 1970s, represented as an authentic era.

Keywords:
Utopian Consumption; Authenticity; Virtual Communities; Classic Rock.