When materiality ‘bites back’: Digital music consumption practices in the age of dematerialization

Abstract

Dematerialization of artefacts and material objects is a relevant issue in consumer studies, especially when we consider the ongoing changes regarding the consumption of cultural goods. This article adopts a theory-of-practice approach to analyse the consequences of dematerialization on the practices of digital music consumption. From an empirical point of view, the article is based on data collected during research into the appropriation of digital music technologies and based on 25 in-depth narrative semi-structured interviews with young Italian digital music consumers. The analysis mainly focuses on the appropriation of three specific technologies involved into the contemporary consumption of music: the iPod, the external hard drive and the vinyl disc. In order to understand the role of materiality in the age of dematerialization, the article adopts the ‘circuit of practice’, an explicative model that enables empirical analysis and that is aimed at highlighting the changing relationships between materiality and social practices. The analysis shows that music digitalization does not mean less materiality in the actual practice of listeners, that material ‘stuffs’ still occupy a relevant position in digital music, and that materiality nowadays seems to ‘bite back’, being even more crucial in shaping consumers’ practices.