There is nothing new in talking about electronic music played in clubs and parties. But the presence of electronic music in fashion and technology events, and in TV programs gives some food for thought.
Electronic music seems to be everywhere - from TV commercials and shows to sports events. This fact suggests, first of all, the force of globalization in standardizing behaviors. Yet, it is not just the case that economical interests and well-tailored marketing strategies have their way into daily life. There is something about the making of identities in such acceptance of this music style.
Post modern world, as some would call it, has a special relation with the passing of time. The time of post modernity is not for an enjoyment experience. The now nostalgic feeling of letting the day pass and talking away is just a memory of a less-urban society. In the big cities, people struggle for so many things that enjoyment of time is completely out of question. In fact, most people feel bored when they have no other choice than waiting in public places or traffic jams.
In keeping with this new way of experiencing time, entertainmet is now felt as necessarily made of short, even though frequent, experiences. In addition, the amazing development of technology is another evidence of the contemporary taste for a speed-up life. It is not just the case that people have no chance for choosing between a slow and easy-going and a rushed life style. It is a consequence of modernity, to remember Giddens, that as social demands change life experiences, social tastes also change in relation to entertainment experiences.
So the articificial beats of electronic music have an identity feeling that matches the expectations of contemporay experience. It is at the same time a symbol of technology and a sign of a different, specially urban way of experiencing time. Maybe this can explain why it is so widespread in the domains of social and media life.
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