Social and Behavioral Sciences Commons^™

Investigating The Marketing Language Among Online Retailers Of Violin Strings To Determine The Implied Aesthetic, Kira Kay Browning

Graduate Theses, Dissertations, and Problem Reports

The aim of this research is to determine if language in the advertising of violin strings is acting as an exclusionary tool in favor of a Western art music “sound” produced by “classical” violinists. It posits that the marketing of strings to violinists is a topic laden with unacknowledged biases and values of musicians within Western art music. The aesthetic values attached to playing Western art music for the violin in the United States are passed on through pedagogic practice and acculturation of language. Product descriptions for strings in the United States employ language which adheres to these cultural values …