Pseudo-individualization

Pseudo-individualization

[21] The paradox in the desiderata--stimulatory and natural--accounts for the dual character of standardization itself. Stylization of the ever identical framework is only one aspect of standardization. Concentration and control in our culture hide themselves in their very manifestation. Unhidden they would provoke resistance. Therefore the illusion and, to a certain extent, even the reality of individual achievement must be maintained. The maintenance of it is grounded in material reality itself, for while administrative control over life processes is concentrated, ownership is still diffuse.

[22] In the sphere of luxury production, to which popular music belongs and in which no necessities of life are immediately involved, while, at the same time, the residues of individualism are most alive there in the form of ideological categories such as taste and free choice, it is imperative to hide standardization. The "backwardness" of musical mass production, the fact that it is still on a handicraft level and not literally an industrial one, conforms pcrfectly to that necessity which is essential from the viewpoint of cultural big business. If the individual handicraft elements of popular music were abolished altogether, a synthetic means of hiding standardization would have to be evolved. Its elements are even now in existence.

[23] The necessary correlate of musical standardization is pseudo- individualization. By pseudo-individualization we mean endowing cultural mass production with the halo of free choice or open market on the basis of standardization itself. Standardization of song hits keeps the customers in line by doing their listening for them, as it were. Pseudo-individualization, for its part, keeps them in line by making them forget that what they listen to is already listened to for them, or "pre-digested."

[24] The most drastic example of standardization of presumably individualized features is to be found in so-called improvisations. Even though jazz musicians still improvise in practice, their improvisations have become so "normalized" as to enable a whole terminology to be developed to express the standard devices of individualization: a terminology which in turn is ballyhooed by jazz publicity agents to foster the myth of pioneer artisanship and at the same time flatter the fans by apparently allowing them to peep behind the curtain and get the inside story. This pseudo-individualization is prescribed by the standardization of the framework. The latter is so rigid that the freedom it allows for any sort of improvisation is severely delimited. Improvisations--passages where spontaneous action of individuals is permitted ("Swing it boys")--are confined within the walls of the harmonic and metric schcmc-. In a great many cases, such as the "break" of pre-swing jazz, the musical function of the improvised detail is determined completely by the scheme: the break can be nothing other than a disguised cadence. Here, very few possibilities for actual improvisation remain, due to the necessity of merely melodically circumscribing the same underlying harmonic functions. Sincc thc-se possibilities were very quickly exhausted, stereotyping of improvisatory details speedily occurred. Thus, standardization of the norm enhances in a purely technical way standardization of its own deviation--pseudo-individualization.

[25] This subservience of improvisation to standardization explains two main socio-psychological qualities of popular music. One is the fact that the detail remains openly connected with the underlying scheme so that the listener always feels on safe ground. The choice in individual alterations is so small that the perpetual recurrence of the same variations is a reassuring signpost of the identical behind them. The other is the function of "substitution"--the improvisatory features forbid their being grasped as musical events inthemselves. They can be received only as embellishments. It is a well-known fact that in daring jazz arrangements worried notes, dirty notes, in other words, false notes, play a conspicuous role. They are apperceived as exciting stimuli only because they are corrected by the ear to the right note. This, however, is only an extreme instance of what happens less conspicuously in all individualization in popular music. Any harmonic boldness, any chord which does not fall strictly within the simplest harmonic scheme demands being apperceived as "false," that is, as a stimulus which carries with it the unambiguous prescription to substitute for it the right detail, or rather the naked scheme. Understanding popular music means obeying such commands for listening. Popular music commands its own listening habits.

[26] There is another type of individualization claimed in terms of kinds of popular music and differences in name bands. The types of popular music are carefully differentiated in production. The listener is presumed to be able to choose between them. The most widely recognized differentiations are those between swing and sweet and such name bands as Benny Goodman and Guy Lombardo. The listener is quickly able to distinguish the types of music and even the performing band, this in spite of the fundamental identity of the material and the great similarity of the presentations apart from their emphasized distinguishing trademarks. This labeling technique, as regards type of music and band, is pseudo-individualization, but of a sociological kind outside the realm of strict musical technology. It provides trademarks of identification for differentiating between the actually undifferentiated.

[27] Popular music becomes a multiple-choice questionnaire. There are two main types and their derivatives from which to choose. The listener is encouraged by the inexorable presence of these types psychologically to cross out what he dislikes and check what he likes. The limitation inherent in this choice and the clear-cut alternative it entails provoke like-dislike patterns of behavior. This mechanical dichotomy breaks down indifference it is imperative to fdvor sweet or swing if one wishes to continue to listen to popular music.