Research: Subcultures

HEBDIGE'S SUBCULTURES

A subculture is a group of individuals who are united through common value systems and tastes. They are positioned outside of mainstream culture. Generally they do now like conformity and rebel against common values and systems, by constructing their lifestyle around their own beliefs. Subcultures do not follow capitalism by refusing to consume - although consumerism is present in terms of what is relevant to their lifestyle. Socially, subcultures typically do not like to mix and have rivalry with other groups or communities. Essentially subcultures exist in the interest of individualism. They don't take up neophyte ideas, but rather stick to the traditions of that niche culture. Therefore, it doesn't evolve, which is arguably similar to mainstream culture. The three main theorists on subcultures are McCraken, Hebdige and Dyer. 

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Some examples of subcultures include:

punks

• leather clothing, mohawks, studs, piercings
• dominantly white, older males
• own morals beliefs
• no rivalry with other groups
• music taste: punk, rock

bikers

• gang-orientated; home-made merchandise
• white older males, beer belly, big beards, denim and/or leather
• motor sports e.g. low-riding bikes
• care-free; socially mobile
• racism
• rebellion
• heavy consumers of beer/rum
• music taste: rock, metal

skinheads

• bald, denim jeans, polo shirts
• nationalist ideas
• racial preference of whites over ethnic minorities
• christianity
• violent, rivalry with ethnic minorities
• dominantly male
• music taste: reggae

teddy-boys

• young, white working-class males
• formal attire, slicked back hair
• harsh, violent rivalry with groups such as working-class
• supportive of bourgeoisie ideology 
• dominantly boys
• 50s/60s
• music taste: classical, opera

football hooligans

• young, white males
• passionate about football
• violent rivalry with other supporters
• football merchandise; e.g. Arsenal shirts, gloves

The definition of subcultures is blurred in its' accuracy. For example, punks have no rivalry and keep to themselves which sets them aside from the general behavior of subcultures. Football hooligans would s indistinguishable from other people on the street, due to wearing normal clothes, which also sets them aside from the expectation that subcultures reject common clothing. 

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McCracken - The Birmingham School

On the theory of how subcultures are created, Grant McCracken, anthropologist and author, criticized  the Birmingham School. He argues that it assumes all subcultures come from one culture; the mainstream. He disagrees that subcultures are merely a rejection in response to mainstream culture. 

Instead, he claims that the postmodernism world is full of diversity, dynamism and creativity. All subcultures cannot come from one culture because they grow at different times, places, via different people. For example, teddy-boys no longer exist, bikers are still a subculture in their own right as of today. 

People do not become diverse or creative, in recognition of the mainstream. They already are, which means that not everybody initially fits into mainstream in the first place.

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Hebdige on subcultures: The meaning of style

Dick Hebdige, media theorist and sociologist, counters McCracken in his theory. He argues that subcultures do form under the intention to resist mainstream culture.

Because of this, subcultures are all doing the same thing despite differences in attributes such as dress sense. Subcultures are otherwise 'little cultures', as they are all resisting the main culture. 

We are all active consumers, Hebdige says, so use an active process when reading into media. One product can be interpreted in various ways depending on the person. 

Different reading can be heavily influenced by what social background a person is from. 

This allows for resistance thus forms a subculture.

Hebdige on pop music and youth culture

Subculture music started post-war (50s/60s) due to social cohesion. Some examples of subculture music include:

• Green Day
• Pink Flloyd
• Red Hot Chilli Peppers
• The Clash
• ACDC
• Garbage

All of these acts fit into the broad rock genre. Rock as a whole is very mainstream, however these are different sub-genres within rock such as death metal. These smaller genres are more niche than standard rock, which serves as an analogy of how culture works: subcultures stem out from mainstream culture. 

Are stars still being created? - Yes, reality TV shows such as The X Factor explicitly portray the process of constructing an ordinary person into a superstar. It works in present time so caters to consumers wanting what is 'cool' or 'in', by usually focusing on young, good-looking acts.

Overall Hebdige claims that mass culture doesn't exist, due to the possibility of different individuals liking one media product for different reasons.  However, this contradicts his former argument that all subcultures are resisting mass culture, if it supposedly doesn't exist. 

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In relation to Dyer's star theory...

• stars represent shared cultural values, attitudes and promote certain ideologies

• fans who agree with what is being encouraged will continue to encourage it in honour of the star

• they may imitate the star to feel closer to them, through the clothes they wear, hair and/or makeup, people they form relationships with, etc.

An example of imitation.This girl is a part of the 'grunge' Tumblr community. Through the internet, teenagers have redefined what grunge means; turning it into a fashion statement. Wearing Nirvana is a strong representation of this - the band has been branded as a fashion statement. In 2014, Nirvana shirts and crop tops could be seen in Topshop.

• this is seen in the current expectation of women's bodies. around social media, such as Instagram, 'curvy girls' are praised for their figure due to big stars such as Nicki Minaj and Iggy Azalea promoting their own curves.

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Conclusion: I'm targeting my music video toward consumers of niche/alternative music. I think this is a subculture because often individuals who like 'different' music have radically coloured hair, piercings and/or tattoos, alternative clothing such as creeper shoes.