Using the Notion of Identity through Music to Affect Purchasing Behaviours of Tobacco: A Case Study on Camel Mild's 2017 "TogetherWhatever Space" Event in Indonesia
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2019-07-11
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en
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Abstract
The research highlights the relationship between an individual’s notion of identity and music as a medium in influencing their purchasing habits with tobacco products. In this case study, the analysis will be limited to one of the five events entitled “TogetherWhatever Space (TW Space)” that has taken place in Jakarta, Indonesia in the year 2017. The main goal of this research intends to provide an answer to the question of “How is the notion of identity through music used to affect purchasing behaviours of tobacco consumers in Camel Mild’s 2017 “TogetherWhatever Space” event in Indonesia?” along with the sub-questions “What is the role of music towards identity?” and “What message of identity is Camel Mild depicting to consumers?” Through conducting a qualitative research, the researcher aspires to make an original contribution to the field of Arts and Culture, with specialisation in the relation between identity and music.
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