RESEARCH: SUBCULTURES

RESEARCH: SUBCULTURES

What does the term ‘Subculture’ refer to?

A subculture is a group of people that stands out from the mainstream or challenges the dominant ideology. They generally choose to personally reject it and live by own standards but sometimes it comes naturally for them and they live the way they want to live. There are many subcultures that characterize through different behaviors, psycho-graphics and self-images. People of similar traits will be grouped together to create one sub-culture which allows people meet like minded individuals and feel accepted in a society where people are so used to living up to the label of mainstream and ‘normal’. Some of the different subcultures include:

• ·         Hipsters: A fairly modern subculture composed of middle class young adults who are broadly associated with indie/ alternative music, a varied non-mainstream fashion sense, vintage clothing, progressive political views and organic foods. Typically consists of white millennials form urban locations.
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• ·         Emo and Goths- A subculture composed of generally lower class teens who are associated with punk/ screamo music genre, leather clothing, dark attires, heavy make-up, rebellious views and troubled state of mind. Many argue that it is the ‘teenage rebellious phase’. The subculture typically consists of white youths from generally suburb locations.
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• ·         Gamers- A contemporary subculture composed of mostly lower and middle class youth who are associated with video games and general technology (including phones, PC, consoles or apps), a comfortable fashion sense and relaxed clothing, often politically and culturally apathetic and unhealthy. Generally males of different ethnic backgrounds, however girls became much more involved in the gamers sub-culture.
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• ·         Hippies- A sub-culture consisting of mostly lower to middle class adults who are associated with peace and protests against war, live in harmony with nature, and lead an organic way of life, vegetarianism, animal protection, natural state of being, comfortable clothing and politically and socially involved. Generally involves people of mixed gender and white ethnicity.

 

Hipster      Gamers

Emos       Hippies

Subcultures and Music Industry

Subcultures are widely prominent across the industry as different music may appeal to different subcultures that the group of people identify with. Therefore genres have assigned sub-cultures that they’re able to target and sell to. In the 50’s bikers and greasers culture emerged as rebellious and ‘cool’ and heavily associated their image with Rock and Roll. Modern music and genres like Rap, Pop or Rock also have their own sub-cultures. For example Rap is associated with the ‘gangsta’ subculture of young men who seek money and success but are often troubled and involved with crime and unlawful behaviors. On the other hand, Rock genre and bands like AC/DC have their own cult groups and loyal fan base which can be a subculture on its own. Rock listeners can be associated with rebellious behavior.

These are examples of subculture artists in music:

• ·         My Chemical Romance
• ·         Lady Gaga
• ·         Green Day
• ·         Red Hot Chili Peppers
• ·         The Sex Pistols
• ·         Black Veil Brides

These are subculture artist/ bands as each one holds specific characteristics that are passed on to the audience and the listeners can identify with. On top of that audiences will generally have similar characteristics and values amongst each other and the artist, which makes them enjoy such music.

Subcultures: McCracken

Postmodernism refers to the blur between reality and fiction and the mix of different styles. This is commonly evident in today’s film and music industry where audiences have a harder time distinguishing what fiction is and what isn’t. McCracken said that today the postmodern world has a lot of diversity and creativity and everyone is able to express themselves under less stigma and judgment. It is clear that the different values from varied subcultures originate from one culture. This can be linked to the Birmingham school theory which assumes that subcultures were built upon the rejection of one large mainstream culture. Individuals were able to suppress pressure of the dominant ideologies and form their own groups and culture.

Subcultures: Hebdige

Many people argue that all the subcultures are different and vary. However, looking at it from a raw point of view, they are all pretty similar, if not the same. All of these subcultures have the same thing in common- to repel and reject the dominant mainstream culture, which is a big factor for all of these subcultures. Hebdige stated that audience consumption is an individual process where some will passively accept the media text or actively reject it. This can be applied to subcultures. Some people will follow the mass values, which makes them the mainstream, whereas some will actively reject it, which is a beginning of a subculture.

Music subcultures began in the 50’s where there was a social movement and cohesion, as everyone began to be more selective and active in their choices and lifestyles. This resulted in different groups of people who enjoyed different music, known as subcultures.

This is a timeline of different subcultures and their evolution over the years:

• 1950’s- Teddy Boys and Rock ‘n’ Rollers
• 1960’s- Hippies, Bikers and Surfers
• 1970’s- Rastas, Punks, Skinheads
• 1980’s- Goths, Heavy metal Culture and Ravers
• 1990’s and Modern- Hipsters (indie and alterative), blend of fashion and music styles, ever changing image of what’s considered ‘cool’

Industry: Targeting Modern Audiences

The music industry has many ways in order to target their audiences. This is especially done through various media platforms, which is easily accessible for youths and adults, and can be fed with information etc. therefore one of the ways to target audiences are TV shows like X Factor. Such competitions show the development and construction of stars who fit the music industry and have adaptable image in order to make success and inspire young people. Another way to attract audiences is by identifying gaps in the marker and what will currently sell. This varies across different genres and the audience demand to certain products. This allows industry to supply the viewers and keep them entertained. 

Current Day: Hebdige

Today, music consumption varies among different people. Peoples’ background, lifestyle or memories can lead to differences in tastes and consumption of a media product. Individuals are no longer as afraid to stand out and be different in a world where so many people reject the mainstream and live by their own ideologies.

Current Day: Dyer

Dyer’s star theory is likely to be rejected by subcultures and artist who identify as a subculture. His theory states that stars are created by the industry in order to make money, they play as commodities and compete with other artist. Therefore they will try to appeal to the mainstream audience. However it is clear that subcultures and certain artists reject this theory. Artists that appeal to subcultures are original and unique in the way they represent themselves to their fans. On the other hand such artists have strong ‘ideologies and values’ and as stated by Dyer stars do have their own values which they live by, which compliments his theory. Such artists are not afraid to stand out from the mainstream and pass on their own ideologies and share own values with their fans despite rejecting the mainstream. This gives them a sense of realism and ‘self’ as they are presented as real people who have minds of their own rather than an industry construction. For example, Green Day is a very political band. In their album American Idiot there was a clear message and their own opinion about the American politics and culture which shows that they’re not afraid to share their own left wing ideas and stand up to the dominant figures.

Conclusion:

Overall, it is clear that music can target different subcultures and that different groups of people can identify with certain genres and artists if they feel that these represent them accurately. Subcultures identify with different music and use that as a way to express themselves. I think Hebdige is right in his theory and subcultures fit his hypothesis of audience consumption and the ways in which viewers can reject or agree with a media product. It’s interesting how groups of people can pick certain music to represent them, which can put artists under a lot of responsibility but at the same give them pride and find true loyal fan base. Therefore, I think I want to target a subculture as I think these individual group of people are a reliable target audience because of their loyalty to the artist and credibility. In addition, many indie bands and songs do target subcultures because of their alternative style. I also think that the connection between an artist and a particular subculture can benefit both sides in terms of popularity and profit which is another good reason why targeting a subculture is beneficial.