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Illegal Music Downloading among college students

Illegal Music Downloading among college students. A Qualitative, Quantitative and Experimental Study By Brian Sheehan, James Tsao, Ed Russell Syracuse University, S.I. Newhouse School of Public Communications. What We Did. Qualitative Study: Summer 2008

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Illegal Music Downloading among college students

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  1. Illegal Music Downloading among college students A Qualitative, Quantitative and Experimental Study By Brian Sheehan, James Tsao, Ed Russell Syracuse University, S.I. Newhouse School of Public Communications

  2. What We Did Qualitative Study: Summer 2008 • Four focus groups at Syracuse University • 15 individual interviews • Data analyzed: Scissors and Sort Technique • Cognitive map development

  3. What we did Quantitative Study: Winter 2009 • 204 surveys at Syracuse University • 153 samples analyzed • Multiple regression analysis

  4. Findings

  5. Motivations • Primary Motivations: Economic, Collection, Social • Surprising order of gratifications contribution: Social, Collection, Economic • Would looking at it from a fundamentally social POV change communications approaches?

  6. Costs and Reinforcements • Costs: Search costs and Technical costs (i.e., viruses) statistically related. Legal costs (e.g., fines) not. • Reinforcements: Optimistic bias, Anti-industry/Musician bias, Social acceptance and Moral conscience all statistically related. • Social acceptance skews Moral conscience.

  7. Model Reinforcements Moral Conscience (-)** Anti musicians (-)** Social Acceptance (+)** Optimistic Bias (+)** Motivations Social (+)** Collection (+)** Economic (+)* Gratifications of Digital Music Piracy Perceived Costs Search (+) * Legal (-) (ns) Technical (+) * * P< .05; ** P< .001 “+”: A positive relationship between the two variables. “-”: An inverse relationship between the two variables. “NS”: there is no relationship between the two variables.

  8. Promising Communications Areas • Individual messages that have emotional social aspects • Future Dreams • Embarrassment • Reputation • The power of one (song)

  9. Phase III • Communications Concept Testing • Controls: Prosecution/Feel Lucky, Virus, Hurt artists • New: Your future/Your dreams, The band you love/that song (Inconvenient Truth), Social virus, Your reputation • Hybrid: Stealing Embarrassment

  10. Experimentation • Experimental groups • Control group

  11. Time frame • Experiment: Fall 2009 • Data analysis: Winter 2009-Spring 2010 • Report: March 2010

  12. Collaboration • Teaching • Advertising campaign to be developed by Newhouse students. • Collaboration • Continued collaboration with RIAA • Involvement with/introduction to Joint Committee of the Higher Education and Entertainment Communities Technology Task Force? • Outreach • Co-sponsor national conference/symposium in Syracuse University focusing on music digital piracy issues

  13. Proposed Budget

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