I recently read a terrific book by sociologist Jennifer Lena, Banding Together: How Communities Create Genres in Popular Music. She explores the factors that influence the spread of musical taste — why some genres, bands, etc., gain popularity. Jennifer’s research is impressive because of the range of her exploration — according to her publisher’s website, she covers “rap to bluegrass to death metal and South Texas polka.”
Jennifer is helping redefine our understanding of social influence — what and who matters, and how ideas and tastes spread in complex social networks. I had a chance to ask Jennifer a few questions about her work.
Q. You are interested in factors that determine whether particular musical styles, genres, etc., will gain mass appeal — or remain circumscribed to a small niche. Have you discovered something about the process of “influence” or “contagion” that the social network scholars have ignored or underemphasized? What does your work tell us about the role of networks in shaping popular tastes?
A. The most common way for music to blow up from a small scene into global pop is for a controversy to erupt.