Audience 3 Madness - Debates

Learning outcome:
To study Madness, Music industry with consideration given to Audience debates.

Key term:

Collective identity.

The concept of a collective identity refers to a set of individuals sense of belonging to the group or collective.
For the individual, the identity derived from the collective shapes a part of his or her personal identity. It is possible, at times, that this sense of belonging to a particular group will be so strong that it will trump other aspects of the individual's personal identity.
To put it another way, Collective Identity is the idea that through participating in social activities, individuals can gain a sense of belonging and in essence an "identity" that transcends the individual.
Therein are the rewards and risks of Social Networking. One can derive great satisfaction and sometimes great risks from participating.
Within a typical collective, agreement is often valued over debate, though even more often fierce battles may erupt.

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In the exam it is important to stress the longevity of Madness and to state that the band are still gigging and recording today, in 2015. 
They are also expanding their fan base.

Throughout Madness long career, 1979 - present, lad culture has been prevalent within lyrics and the pseudo events that Suggs and the group have taken part in to promote. For example, the interview on The Jonathon Ross Show and when Suggs appeared on This is Your Life. Both BBC.
So, is it fair to say that Madness are gender biased when we consider their target audience?

Madness audience includes an element of a skinhead fan base.

1. 
   
   
   
   
   
   A skinhead is a member of a subculture that originated among working class youths in London, England in the 1960s and then soon spread to other parts of the United Kingdom, and later to other countries around the world.
   Skinheads are associated with right wing politics in the UK and can be aligned with parties like the National Front and the BNP. Yet Madness play the music of anti racism.
   In a time of race riots and the National Front at its peak, the black and white clothing and racially integrated bands that were 2Tone promoted racial unity in a torn country. As with Jamaican ska, the mood of the times was reflected in the lyrics... 
   Why do you want to kill me?
   Tell me why, tell me why, tell me why...
   We don't need no British Movement
   Nor the Ku Klux Klan
   Nor the National Front
   It makes me an angry man
   I just wanna live in peace
   Why can't you be the same?
   Why should I live in fear?
   This fussin' and fightin's insane
   With a Nazi salute and a steel cap boot
   Nazi salute and a steel cap boot
   You follow like sheep inna wolf clothes
   You follow like sheep inna wolf clothes
   
   ~ from Why - The Special AKA
   Like the original Jamaican rudeboys, skinheads dressed sharp when they went out, despite the fact that they had no apparent source to support their clothing addictions. Cultural differences aside, blacks and whites in 1960's Britain had one thing in common -- music. Reggae, rocksteady, traditional ska and soul music, and the styles they embodied, were what brought black and white youth together. While the political situation and slanted media ignorance turned skinheads into demons, the 2Tone movement remembered what skinheads originally loved, and focused strictly on the music and anti-racism by example. Skinheads who listened to ska music and lived the style were unlikely to be racist if they followed black music and racially integrated bands.
   Skinheads Exhibition article
   
   

   Task 1: Research how the band reacted to this element of their audience. Bullet points.

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   It is important to note that much of the success of Madness is due to its synergy and involvement with other texts; TV game shows, organised events such as the queen's jubilee and the Olympics. Radio and TV shows. 

This exposure will help to widen the fan base as spectacular events are seen by millions of people.

You should ask yourself the question;

Do Madness target audiences of a particular class? How? What is the preferred reading?

Literal responses to this question can be found at Fan sites/ Fan fiction / Chat Rooms/Web Forums.

Task 2: Explore the responses of fans through the Internet. Start at the bands website.

http://www.madness.co.uk

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Negative responses to the increased alignment with royalty.

The summer of 2012 saw two notable performances. In June, the band performed at the Queen's Diamond Jubilee concert at Buckingham Palace. The band performed "Our House" and "It Must Be Love" from the roof of the palace with accompanying animations projected onto the palace front.Later, in August, the band was the first to perform at the closing ceremony of the London Olympic Games. Departed bass player Mark 'Bedders' Bedford rejoined the band for both performances


Effects debate and the representation of Britishness.


So, if a question about audience debates is asked on your exam you need to consider the following:

Are Madness gender biased?
Have they neglected their Ska roots and will welcome anyone to their fan base, including skinheads?
Can this be justified?

Have Madness neglected their working class roots and aligned themselves with spectacular events and the royal family?
Can this be justified through audience positioning?

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Andrew Goodwin’s Theory 

Further reading: Documentary about skinhead culture.