This session moves on to the phase of neoliberalism that began in the 1970s. The 1980s marked a new, most recent era and regime of globalization, which was driven by the emergence of new technologies, the “truly” global reach of transnational corporations, and the evolution of neoliberal capitalism. This period is marked by more intense globalizing tendencies, intensified musical commodification and cultural homogenization, and the consolidation of neoliberal capitalism in major industrial economies. The structures and workings of the global music industry illustrate this, dominated by the growth of transnational music corporations and their expansionist strategy in the name of corporate capitalism. Much academic thinking during the 1970s and 1980s was dominated by the idea of cultural imperialism, drawing neo-Gramscian conclusions about the resultant musical diversity, or lack thereof. We will deconstruct the structure and workings of the economically powerful music/media industry in neoliberal capitalism.

The 1980s also marked a shift toward a global preoccupation with “image”(notably on Music Television) and the sexualized female form that serves to objectify women. Concepts in feminist media analyses like the“male gaze” and “controlling images” became powerful tools for analyzing and critiquing traditional white supremacist patriarchy, including the representation of black women and femininities. In considering the politics of othering in neoliberal culture, it is equally critical to highlight that the remnants of racist identity constructions still reverberated throughout this phase. While obvious racist stereotypes in mediated representations became rare, more subtle and hidden racialized narratives continued to be expressed in popular music.