Consuming material authenticity in the age of digital reproduction

Abstract

Purpose This paper aims to examine how and why an “old” technology and mode of consumption – vinyl records, which should have become obsolete – has managed not only to survive but also revive in the face of supposedly cheaper and superior digital formats. Design/methodology/approach The authors used constructivist grounded theory (CGT), a methodology rooted in pragmatism. The authors acknowledge the primacy of relational, conversational and social practices as the source of individual and social life, and that all knowledge is local and the product of negotiation between people within a given context and time frame. In terms of data, the authors draw on the extensive use of memos and participatory observation at the oldest vinyl record store in the UK. The authors also draw on interviews with the store owner and workers and in-depth interviews with vinyl enthusiasts. Findings The authors argue that authenticity is not a fixed and static concept but has fluid and porous boundaries that can be experienced by individuals in different situations. The findings center around three experiences of authenticity – staged authenticity, interpersonal authenticity and intrapersonal/existential authenticity. Research limitations/implications This research is limited to a specific market, typical of old or second-hand vinyl consumption. Future research would benefit from broadening the sample to include new consumers and female enthusiasts of both old and new vinyl. Practical implications The paper has implications for consumer service and personal selling relationships. Originality/value Originality lies in theoretically positioning the phenomenon within a conceptual framework of authenticity. In particular, the authors shed light on the role that authenticity plays in the experiences of vinyl music consumption amongst buyers and sellers in a store that has a long established heritage. The authors find that vinyl in the age of digital reproduction retains and maintains a number of qualities that are missing from allegedly superior forms of musical reproduction. The authors further maintain that as it has aged, original vinyl has taken on greater power and meaning, and now that it is out of the realm of mass production/consumption, it has opened up a deeper more authentic interaction between human beings and technology. This deeper interaction goes beyond the immediate experience with the object itself and extends to the sensorial, the social and the personal.