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Mass MediationsNew Approaches to Popular Culture in the Middle East and Beyond$
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Walter Armbrust

Print publication date: 2000

Print ISBN-13: 9780520219250

Published to California Scholarship Online: May 2012

DOI: 10.1525/california/9780520219250.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 04 August 2021



Moroccan Music and Euro-American Imagination

(p.146) Six Joujouka/Jajouka/Zahjoukah
Mass Mediations
Walter Armbrust
University of California Press

This chapter discusses the “world beat” marketing of a Moroccan ensemble. It analyzes the Jajouka phenomenon, and determines that it suggests none of the displacement or subversion implied by Ella Shohat and Robert Stam's celebration of nonmetropolitan performance in metropolitan venues. The chapter determines that “world music” makes the most sense in terms of metropolitan tastes for exoticism.

Keywords:   world beat marketing, Moroccan ensemble, Jajouka phenomenon, nonmetropolitan performance, world music, metropolitan tastes, exoticism

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