Recent projects I’ve been working on have prompted me to reflect on the impact of changing societal norms, etiquette, and rules – both informal and legal – on our society. These reflections underscore the critical role that cultural research, semiotics, ethnography, traditional research, and wider analytical frameworks play in guiding innovation and growth. It got me thinking about one of my favourite books – David Byrne’s “How Music Works” – which explored changing ways in which society has absorbed music over time, and the illustration of this evolution of society.

A few years ago, we collaborated with a large beer group to explore cultural trends among people who moved to Australia from China and broader Asia. Our goal was to understand how they celebrate, maintain their culture, and assimilate into Australian society. One poignant anecdote from this research involved a well-known Chinese comedian who shared her experience of feeling unwelcome at Bondi Beach. She cited the rules and social etiquette as contributing factors. Similarly, a traditional Australian pub was unappealing to an international student for similar reasons.

This led me to ponder how societal norms, which are comfortable and familiar to some, can be intimidating and unwelcoming to others. These norms significantly influence how individuals from diverse backgrounds perceive and interact with their new environments.

We are currently working with a major arts venue to understand why younger generations have lower ticket buying rates. The traditional social etiquette of arts and music venues, which older patrons might value, such as silence, remaining seated, and no phones, did not align with the preferences of younger audiences. These younger music lovers sought a less strict environment where dancing, singing, and a more fluid experience were acceptable. This highlighted a generational shift in the ‘rules’ of arts appreciation, where the norms of one group might be perceived as restrictive by another.

And, another current project with a popcorn brand further exemplifies how younger consumers are redefining the ‘rules’ of snacks. These shifts in consumer behavior and preferences emphasize the dynamic nature of societal norms and the importance of understanding these changes to drive innovation.

Reflections inspired by “How Music Works”

David Byrne’s book, “How Music Works,” offers a comprehensive exploration of music from historical, cultural, and social perspectives. One of the key themes Byrne discusses is the evolving rules, norms, and social etiquette surrounding live music and arts performances. His insights provide a valuable framework for understanding the changes we’re observing in different contexts today.

Historically, music was deeply rooted in community and ritual, with norms tied to social and cultural practices. The rise of classical music introduced more formalised performance norms, such as formal dress and silent attention. Genres like jazz and rock ‘n’ roll brought performances to less formal venues, where audience engagement became more dynamic and interactive. Events like Woodstock symbolised a break from traditional concert etiquette, embracing a more liberated atmosphere. The emergence technologies has allowed music to be able to be experienced at home, record, cassette, digital, back to records. The Walkman and digital music made music portable as well as the listenable to trade-off quality with integration with their life. Live concerts are nowadays flooded with the audience filming the show, sharing and reviewing again and again.

Contemporary norms and social etiquette

Diversity of venues and experiences: Today’s performance landscape is diverse, with norms varying across intimate venues, large festivals, and digital performances.

Influence of technology: The prevalence of smartphones and social media has introduced new dynamics, such as recording performances and sharing them online, which has influenced live experiences.

Generational perspectives on performance norms

Drawing on Byrne’s insights, it’s evident that different age groups in 2024 adhere to varying rules and norms for live music and arts performances, reflecting their unique cultural and technological contexts.

Gen Z (Born 1997-2012):

• Tech-Savvy and Diverse: Expect interactive elements and casual etiquette, using phones to record and share experiences.
• Festival Preference: Favor festivals and unconventional venues that offer a mix of performances and social experiences.

Millennials (Born 1981-1996):

• Balance of Tradition and Modernity: Appreciate casual engagement but uphold some traditional etiquettes.
• Varied Venues: Comfortable in both traditional concert halls and modern, experimental venues.
• Social Sharing: Document and share experiences on social media, mindful of not disrupting performances.

Gen X (Born 1965-1980):

• Traditional Etiquette with Modern Touch: Adhere to traditional norms while selectively embracing modern practices.
• Live Performance Loyalty: Value live performances and authenticity, emphasizing the communal aspect of concerts.

Baby Boomers (Born 1946-1964):

• Strict Adherence to Etiquette: Follow traditional concert and theater etiquette rigorously.
• Preference for Established Venues: Favor established, traditional venues over unconventional spaces.
• Minimal Technology Use: Focus on the live, unmediated experience.

Exploring the study of rules and their impact on culture

The study of rules and their impact on culture accesses multiple methodologies. Several related terms and fields of study:

1. Sociology: The study of society, social institutions, and social relationships, including how rules (both formal and informal) shape human behavior and cultural norms.
2. Anthropology: The study of human societies and cultures and their development, which often includes examining how rules and norms influence cultural practices.
3. Ethnography: A qualitative research method within anthropology and sociology that involves studying and systematically recording cultures and societies, often focusing on the rules and norms that govern them.
4. Legal anthropology: A subfield of anthropology that studies the role of law and legal systems in shaping societies and cultures.
5. Regulatory studies: An interdisciplinary field focusing on the development, implementation, and impact of regulations and rules on society and culture.
6. Normative analysis: A method within various social sciences that examines the norms, values, and rules that govern behavior and their impact on culture.
7. Social theory: The theoretical frameworks used to study and interpret social phenomena, including the role of rules and norms in shaping cultural and social structures.

Each of these fields contributes to a comprehensive understanding of how rules and norms influence cultural practices and societal development. By integrating insights from these disciplines, we can better navigate the complexities of our evolving social landscapes and foster environments that are inclusive, innovative, and responsive to change.

The evolving rules, norms, and social etiquette of live music and arts performances reflect broader cultural and technological shifts. Drawing on David Byrne’s insights, it’s clear that as society continues to evolve, so too will the ways in which different age groups engage with live music and arts performances. Understanding these changes through cultural research and various analytical frameworks is essential for driving innovation and growth in our increasingly diverse and dynamic society.

It important to respect that the rules of one generation may not be more right than another, and it is about context, evolution and opportunity.