The 1990s and the pop-rock in Santa Gertrudes/SP – Part 2

the use of communication technologies leading to both cultural and identity redefinitions in a small town of São Paulo State

Abstract

During the 1990s, it was possible to observe in Santa Gertrudes/SP the simultaneous coexistence of at least two generations interested in forming pop-rock bands in that small town: one of young people born in the 1960s/1970s and another in the 1980s. Throughout that decade, these two generations would experience access to and use of (then) new communication technologies: the MTV Brazil transmission signal (then new to the area) and the electronic games (which had then new options). The production of meanings associated with those uses would culminate in cultural redefinitions (Raymond Williams) and the local establishment of new identities (Stuart Hall, Zygmunt Bauman) that would be observed in the sound of the formed bands.