As the record spins: materialising connections (original) (raw)

2018, European Journal of Marketing

PurposeThe purpose of this paper is to examine how the material nature of legacy technology makes its users passionately prefer it over its digital alternatives. Design/methodology/approachThis ethnographic study uses data from 26 in-depth interviews with vinyl collectors, augmented with longitudinal participant–observation of vinyl collecting and music store events. FindingsThe findings reveal how the physicality of vinyl facilitates the passionate relationships (with music, the vinyl as performative object and other people) that make vinyl so significant in vinyl users’ lives. Research limitations/implicationsAs this study examines a single research context (vinyl) from the perspective of participants from three developed, Anglophone nations, its key theoretical contributions should be examined in other technological contexts and other cultures. Practical implicationsThe findings imply that miniturisation and automation have lower limits for some products, material attributes shou...

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