In 1964 the Beatles arrived in the United States, jumpstarting their commercial and international careers with their mop-top haircuts and matching, tailored suits. With their introduction to a new consumer market, their image evolved in accordance to the promotional techniques of the nation’s press, which emphasized the band members’ working-class background, irreverent sense of humor, and young age. The purpose of this thesis is to examine the formative years of the band to show how the band’s level of stardom changed in accordance to the perception of their image, the latter of which being heavily influenced by the British musical press. Furthermore, this paper examines how the socioeconomic and cultural context in Britain during the 1950s affected the perception of the Beatles’ music. This research utilizes the most widely circulated British music weekly journals, with a particular focus on the juxtaposition between Mersey Beat and Melody Maker, being two of the most recognized music weeklies within their particular genre, and each addressing the Beatles phenomenon with very different approaches.


Schilling, Hayden




Cultural History | European History | Social History



Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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