| Summary: | 碩士 === 南台科技大學 === 商管專業學院 === 102 === ABSTRACT
This master’s dissertation investigates the ways college students from different countries as France and Taiwan find new music. Music discovery has changed dramatically in the past few decades. The C generation- born after 1984, dispose of an increasing diverse range of media to find new content through Web 2.0 applications and websites, along with the older traditions such as using one’s social networks or traditional media.
In this context, online surveys were conducted in Taiwanese and French universities to examine the role of new technologies, social and institutionalized settings in the music exploration process of this young generation.
The results show that in both countries audiences are relying less on social networks while students favor digital media to expand and enrich their musical repertoires, and that the place of traditional media has remained stable in the music exploration.
At the core of this process are opinion leaders or mavens who frequently make and receive personal recommendations in their immediate environments as well as in online communities. The paper concludes by describing the nature of opinion leadership in the realm of music.
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