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Generative Audience and Cultural Industry: The Use of Entrainment Metafrequency in the Mirror of the Theory of Entrainment

Digitalization has changed the cultural paradigm encouraging the proliferation of new musical practices and forms (Jones, 2000). One of these is the production created by users. These are audio-visual contents related to the concept of brainwave entrainment technology, which was the first to open the sound and light market, thus initiating the use of “meta” frequency as an aspect of expressive therapy. There are two main concepts of “meta” frequency as entrainment based therapy, one resulting from the scientific research, being based on the empirical approach, while the other is a construction of recent para- scientific interpretations of miraculous effects of the early church modus frequencies of tones. Users affirm the therapeutic effects of both concepts, thus testifying the lack of critical thought and affirming the mere consumption of “integral reality” (Baudrillard, 2006). Rresearch focuses on three perspectives: i) formal and ideological descriptions of the practice and defining of “meta” frequency as a fusion audio- visual genre ; ii) capabilities of producers, also the interpretation of their role regarding “generative audiences” (Tham, 2009), who are digitally conscious and able to act in a creative way, thus in a twofold position, of entrainment industry competition, also its “opinion leaders” ; iii) “meta” frequencies as entrainment contents of different concepts, namely, of the scientific one applied by the cultural industry and the para-scientific one applied by generative audience, who supply their own meanings to cultural forms. Insomuch, the consideration of the perspectives of forms of consumption and commoditisation, which so far occurred within the scheme “bottom-up” (Hall & Jefferson, 2006) and “top-down” (Adorno & Horkheimer, 1986), can now be rearticulated applying the “social entrainment model” (McGrath and Kelly, 1986, Clayton, Sager, and Will, 2004) as a mechanical “coupling” of the phenomenon of “symmetrical” synchronization of the cultural industry and generative audiences.

audio-visual content ; generative audience ; “meta” frequencies ; entrainment theory

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