"We listened to our mix-tapes of love songs, talking about boys": Young Finns as a target group for cassette technology

Abstract

In the 1970s, compact cassettes ("C-cassettes") were rapidly changing music listening practices. This paper studies the introduction and marketing of compact cassettes to Finns. C-cassettes answered important needs of music consumers: users remember them as essential devices in constructing and conveying one's identity. An active role as mix-tape assembler and recommender of new music was welcomed by Finnish music listeners, especially young people. But were they ready to accept the roles and ways of using cassette technology suggested by advertisers? The material analyzed consists of magazine advertisements from the 1970s and users' memories of C-cassettes.

Tyhjiin oli varaa

“…Kyselyvastaajien kuvaamassa todellisuudessa paristot olivat kalliita ja radion pop-ohjelmat arjen henkireikiä, joten liikuskelu kannettavien laitteiden kanssa oli poikkeus ja kotona tehty äänitys-ja tuunaustoiminta muistettiin huomattavasti sitä elävämmin (vrt. Kilpiö 2012).…”