Media of the Masses: Cassette Culture in Modern Egypt

The book "Media of the Masses" explores the social life of the cassette tape in modern Egypt, revealing how it empowered ordinary individuals to challenge state-controlled media and shape cultural, political, and economic developments.

Format: Paperback / softback
Length: 304 pages
Publication date: 19 April 2022
Publisher: Stanford University Press

Media of the Masses: Unveiling the Multisensory History of Modern Egypt through the Cassette Tape

In his captivating book, "Media of the Masses," Andrew Simon delves into the captivating social life of a ubiquitous technology: the cassette tape. Through a meticulous exploration spanning the 1970s and 1980s, Simon offers a multisensory history of modern Egypt, shedding light on the profound impact of this humble device on the country's cultural, political, and economic landscape.

The cassette tape, once a common sight in Egyptian homes and stores, became a powerful tool for ordinary individuals to challenge the state-controlled Egyptian media. The advent of audiocassette technology opened up a realm of possibilities for singers, smugglers, and countless others to express themselves and share their stories. The cassette player and tapes quickly became integral to broader cultural, political, and economic developments, shaping the modern Egyptian household.

To unravel the complexities of everyday life and culture in Egypt, Simon draws on a rich array of audio, visual, and textual sources that extend beyond the confines of the Egyptian National Archives. By employing a multidisciplinary approach, he provides a fresh perspective on understanding the lived experiences of ordinary people.

What sets "Media of the Masses" apart is its recognition of the cassette tape as a unique form of mass media. Unlike records and radio, cassettes were accessible to a wide range of people, enabling them to become cultural producers. With their magnetic reels housed in plastic cases, cassettes offered a low-cost and portable means of recording and sharing music, stories, and ideas.

Positioned at the intersection of social history, cultural anthropology, and media and sound studies, "Media of the Masses" offers profound insights into the power of ordinary objects. By delving into the social life of the cassette tape, Simon demonstrates how the most mundane things can reveal unexpected dimensions of history, culture, and society.

In conclusion, "Media of the Masses" is a must-read for anyone interested in exploring the rich tapestry of modern Egypt. Through its multisensory approach and deep analysis of the cassette tape, Simon provides a captivating account of how technology, culture, and society intersected in this fascinating period. This book offers valuable insights into the complexities of everyday life, the challenges faced by ordinary individuals, and the transformative power of media and sound in shaping the world around us.

Weight: 462g
Dimension: 151 x 229 x 22 (mm)
ISBN-13: 9781503631441