Joshua Cox

Soc 142 1pm

4/13/11

The Changing Use of Music: From Protests to Pro-sex

Music is a powerful tool that can be used in a variety of ways. It can be used for anything from

selling products at the supermarket to providing camaraderie between fellow social activists. Over the

the last five decades the way this tool is being used has changed dramatically. No longer are songs

chanting that “we shall overcome.” Political activism through music has taken a back seat to what

makes money, and apparently sex is what is selling. The entertainment industry has increased its use of

sexual references to attempt to draw more attention to what they are selling. No doubt this is working

for the entertainment industry, but at what costs to our society? We will now take a look at the journey

this powerful tool called music has been on through the last 50 years as well as how influential it has

been on society.

Music can influence people in their day to day lives without them even realizing it. The

American Muzak Corporation conducted a study testing their theory that music can be utilized by chain

stores and supermarkets as a way to increase sales. Early results suggest that fast music led people to

shop faster. Findings also show that classical music caused wine shoppers to buy a more expensive

bottle of wine. A study conducted on students eating in the cafeteria at school also showed that music

had significant influence. While playing three different genres of music including atonal computer-

based music, Wurlitzer-style organ music, and pop music, students were asked to partake in a survey as

well as visit an advising booth set up in the cafeteria. Students were found to be much more accepting

to take the survey and visit the booth while the pop music was being played (Hawkes & Nuttall).

Folk artists know the influence music can have on people. Rosalie Sorrels, a folk icon and
social activist, who's career began in the 1950's and spanned across six decades spoke of the power of

music in a recent interview. She said that music has the ability to cheer you up and can also focus your

mind on the pursuing your goals. She went on to add that music can lift your energy up to remove you

from an unprogressive mindset . It seems as though politicians are catching on to the influences

musicians have with their music. It was unimaginable in the 1960's for a politician to seek

endorsement from rock musicians such as Bob Dylan or the Rolling Stones. Twenty years later, in

1984 Bruce Springsteen was the first rock artist courted for endorsement by both presidential

candidates Ronald Reagan and Walter Mondale (Levesque F2).

During the late 1960's and early 1970's music was used as a tool by the Black Power Movement

to form the social connection for the movement. The lyrics of popular music of the time played a

definite role in supporting and defining the movement. Artist such as Curtis Mayfield and the

Impressions created songs that were used as a medium of challenging American capitalism and racism.

Their songs 'We're a Winner' and 'This is My Country' are examples of a songs that defined and shaped

the Black Power Movement. The song 'We're a Winner' was so powerful during the Black Power

Movement that many radio stations refused to play it in the South. It was an expression of Mayfields

black pride as well as a way to reject criticism of blacks at the time. It gave blacks an identity that the

Black Power Movement was striving for. This song was powerful in giving black people a way to

create a black culture that was not defined by white culture (Freeland).

Music can aid in constructing solidarity between groups which is key to understanding social

movements. Isabelle Peretz, Professor of Psychology at the University of Montreal, conducted

research that found music to be crucial in keeping cohesiveness between groups of people in pursuing

social actions. Furthermore, social cohesion theorist Robin Dunbar believes that endorphins increase

and are released when group members are subjected to music. This in turn leads to bonding within the

group and therefore causes increased social cohesion. In order for this connectivity to take place, the

music must be applicable to the group and conditions (Freeland).

 The influence of music on culture is not only isolated to that of the United States. The Swedish

music scene in the late 1960's and 1970's was another example of how music can change or influence

the culture within society locally as well as globally. With a void of political awareness among the

Swedish national music industry, a path was opened up for an alternative counter culture to arise. This

counter culture was characterized by it's anti-imperialist, independence, and suspicions of attempts at

exploitation. This anti-commercial music movement was an opportunity for a wide range of artists

with broad array of styles to pull music listeners away from the teenybopper pop music that was

popular at the time and incorporate a conscious message into their music. Although this progressive

music movement did not contribute to political change, a new Swedish folk music was born. During

the movement artist sang songs about working in lumber camps or on the railways, songs expressing

their views against what was going on in the Vietnam War, as well as songs with views of anarchism.

By 1980 the former progressive record companies had become commercialized and thus contradicted

what the movement had stood for. This fact along with the help of emerging “punk” bands leading the

revolt against progressive music, taking rock back to its watered down roots, the progressive music

movement was no more (Eyerman & Jamison).

In recent years music has moved away from its roots of influencing positive change like the

music during the Civil Rights Movement or the for mentioned Black Power Movement. Popular

music, however still retains its overwhelming power of influencing the masses. The music of today's

pop culture is littered with blatant sexual references which have taken the sexual revolution to a whole

new level. For example, chart topping artist such as Lady Gaga's first popular single entitled 'Love

Game' depicts a scenario of dancing with a potential sexual partner which leads to her invitation to

“play a lovegame” as she puts it, or engage in sexual activities. She goes on to sing the lyrics, “I'm on

a mission, and it involves some heavy touching, yeah. You've indicated your interest, I'm educated in

sex, yes. Now I want it bad, want it bad”(Lady Gaga). Music such as this song have gone away from

singing about love and moved straight into talking about sex.
 Sexual lyrics are nothing new in music. What is new in today's popular music is how unfiltered

the subject matter is laid out. Rihanna, another mega pop star in today's culture's song 'Rude Boy' is a

clear example of this. There is not one lyric of this song without clear sexual reference or innuendo.

The short and to the point chorus is as follows, “Come here rude boy, boy can you get it up? Come

here rude boy, boy are you big enough? Take it, Take it, baby, baby, Take it, Take it, love me, love

me”(Rihanna). Songs such as this are mainstream in our culture today and accepted and played in

heavy rotation on the radio. This most definitely has an impact on the impressions of young people and

thier perceptions of sex and how it is viewed in today's society. Another artist that has transitioned the

core values of their music to adapt to this trend in music culture is Beyonce. Once thought of as a

wholesome musician, she has released songs such as 'Naughty Girl' which is anything but. The last

verse of this song begins, “Feeling kind of horny, I might just take you home with me. Baby, the

minute I feel you energy, the vibe is just takin' over me, To start feelin' so crazy, babe”(Beyonce).

These songs are a few examples of the most popular music of our time that are changing the view of

sexuality in our culture.

Music is not the only influencing factor from entertainment on sexuality in our culutre. Parents

can play a major role in prolonging the abstaining from sexual intercourse of their children in many

cases. However, not all children have this luxury. Many of today's youth have no parental figures to

look up to for guidance. The sexual lyrics in popular music today affects people from contrasting

upbringings in different ways. Children who's parents have the ability to convey the possible negative

outcomes that sex can lead to at an early age will be more likely to make better decisions in terms of

whether or not they are ready to make this step. A child that may come from what is considered to be

not an ideal situation at home, without the same

guidance may look up to their favorite artists for guidance. Idolizing artist like Lady Gaga, Rihanna,

or Beyonce could have a negative impact on this individuals decision making when it comes to sex

(Aguilar).
 The sexual content on television is also extremely influential in sexual activity among young

people. Dr. Rebecca Collins, a behavioral scientist conducted a study on children between 12 and 16

years old. The study divided the children into two groups, those that watch the least sex and those that

watch the most sex on television. This was determined by asking whether or not they watched 25

shows known to contain sexual content from innuendos up to actual intercourse. Following the

children over a one year period produced alarming results. Children that were determined to watch a

lot of sex were twice as likely to partake in sexual intercourse over the year period than those that

watch very little sex. For 12 year olds this was a difference of 2 to 3 percent for very little and 6

percent for a lot of sex and for 16 year olds, 15 and 30 percent respectively. Those that watch a lot of

sex on television were also twice as likely to partake in sexual activities other than actual intercourse as

well (Lauer). This is accompanied by findings that the amount of sexual content on television is on the

rise. A study conducted by the Kaiser Foundation found when surveying more than 1,100 television

shows that nearly two thirds contained sexual content. The 1998-99 study also showed a 12 percent

increase in shows containing sex from the previous year. With children watching nearly 3 hours of

television daily, it is very likely that they are exposed to at least some sexual content (Neary).

Music has had quite a journey throughout the last 50 years. It is a shame to see how it was used

it such a positive manner in the 60's and 70's to encourage social changes such as equality for working

class citizens or African-Americans, but now is merely used to make a dollar. Musicians have so much

power at their fingertips. They can encourage the masses with what they write in their song lyrics.

Multiple studies have shown this to be true be it encouraging people to stick together during times of

struggle, sell you something in the supermarket you may not even have wanted, or teach your kids to

have sex at a younger age then they may be ready. Be conscious of the power in music and use it to

your advantage rather then to your detriment.

 Works Cited

Aguilar, R. (2011). The Sexual Experience, California State University, Fresno.

Beyonce. “Naughty Girl.” Dangerously in Love, EMI, 2003.

Eyerman, R. and A. Jamison (1998). Music and Social Movements: Mobilizing Traditions in the
Twentieth Century. Cambridge, United Kingdom, Cambridge University Press.

Freeland, G. K. (2009). "'We're a Winner': Popular Music and the Black Power Movement." Social
Movement Studies 8(3): 261-288.

Hawkes, N. and N. Nuttall (1996). Scientists urge supermarkets to seduce shoppers with music. The
Times. London, Times Newspapers Limitied.

Lady Gaga. “Lovegame.” The Fame, Sony/ATV, 2008.

Lauer, M. (2004). Dr. Rebecca Collins, senior behavioral scientist with Rand Corporation discusses
study of how sexual content of TV viewing affects sexual activity of teen-agers. Today. United
States of America, NBC.

Levesque, R. (2011). Music an instrument of change for Sorrels; Folk icon continures to bridge the
generations with songs. Edmonton Journal. Edmonton, Canwest Media Works Publications Inc.:
F2.

Neary, L. (2001). Sexual Content on Television Increasing. All Things Considered. Unitied States of
America, NPR.

Palmer, R. (1985). What Pop Lyrics Say to Us Today. The New York Times. New York, The New York
Times Company: 1.

Rihanna. “Rude Boy.” Rated R, EMI, 2009.