Popular High Culture in Italian Media, 1950–1970 by Emma Barron

Author:Emma Barron
Language: eng
Format: epub
ISBN: 9783319909639
Publisher: Springer International Publishing

Understanding Italian Music Tastes

In 1964, viewer enjoyment of televised opera declined to a low average rating of 33 and by 1966, it had slid further to 31. In the last years of the decade, opera enjoyment ratings dropped again, down to 28 and 27. Viewers enjoyed only one type of program less than opera on television: the symphony concert programs. 104 In 1964, the RAI undertook a large research project to help them understand the Italian public’s musical tastes. The research found music to be an important part of people’s everyday lives. Around two-thirds of people responded that they liked music very much or a lot, and most said that for them, it was an entertainment or enjoyable pastime. Three-quarters of the population regularly listened to musica leggera or light popular music, usually at least three to four times a week. 105 All other types of music: opera, jazz and symphony music were less well liked.

Despite, or perhaps because of, a decade of RAI operas, two-thirds of the Italian adult population had never been to see an opera at the theatre. More than two-thirds said that they rarely or never listened to opera. Those who did enjoy opera enjoyed it greatly and opera music was an important part of their lives; around one-fifth of the population listened to opera once or twice a week, or every day. Interestingly, research on the music tastes in Britain found similar levels of opera enjoyment; one-fifth of the survey respondents enjoyed opera. 106 The most significant factor in the enjoyment of opera music in Italy was education level. Only 14% of adults without formal education enjoyed opera music, as did 23% of those with a primary school education. Forty-three percent of adults with a middle school education enjoyed opera, as did 48% of those with a high school education. The people most likely to enjoy opera were the 54% of people with a university qualification. 107

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