Subcultures are a larger group within a culture that differentiate themselves from a larger parent culture. They share certain norms and values and tend to differ from those that are mainstream. These differences include, interests, behaviours or beliefs, religion, ethnicity and social or economic status. Examples of subcultures include; cosplayers, who wear costumes and fashion accessories that represent specific fictional characters, punk, which is a subculture that centres on punk rock music who also have various ideologies, fashion and forms of expression. Skinheads are also a part of a subculture that originated amongst working class young men in London in the 1960s.
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| Cosplayers at a convention |
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| Punk |
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| Skinheads |
How are they evident in the music industry?
Subcultures are evident in the music industry as certain genres relate to some subcultures, rock, pop, hip hop and reggae are all music genres that are very likely to have a specific audience that may follow a particular subculture. Punk is one of the most well known subcultures that was created by a musical genre, the punk subculture formed in the US and the UK in the mid 1970s, it is heavily centered around punk rock music. They are known for their anti-establishment ideals and beliefs in independent freedoms, they are also known for their fashion. They fashion includes body modifications such as tattoos, spikes, mohawks and wearing black clothing. Hipsters are a subculture that are known for the associations with certain trends and indie genre music, some fashion trends include, growing out mustaches, flannel shirts and trucker hats. Hippies are a a very popular subculture in relation to the hippie movement. At the same time as the hippie movement there was a cultural revolution called the sexual revolution, hippies participated in this as they are characterised as valuing "free love". Hippies are associated with the psychedelic rock genre, their fashion included bell-bottom jeans, vests and headscarves. They also had a political agenda which was expressed through their music, promoting peace, homosexual rights, feminism and other aspects of civil rights.
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| Hipsters |
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| Hippies |
Examples of artists that are associated with subcultures include:
- ACDC
- Sex Pistols
- Pink Floyd
- Green Day
- Red Hot Chilli Peppers
- Arctic Monkeys
- Bastille
- blink-182
- My Chemical Romance
These bands are all associated with subcultures as they all have very particular norms and values and their target audience are very selective and can relate to the artist.
What did McCracken say?
McCracken stated the postmodern world is full of diversity, dynamism and creativity. This rejects the idea that all subcultures come from one culture, because they grow at different times and places via different people. An example of this is that teddy-boys do not exist anymore, but bikers are still a subculture. McCracken also criticises the Birmingham School as it assumes all subcultures come from one mainstream culture, he disagrees that subcultures are merely a rejection in response to mainstream culture.
What did Hebdige say?
Hebdige claims that consumption is an active process by which different groups and audience read the same cultural product. Many groups resist the mainstream as subcultures are little cultures doing the same thing of resistance. Subculture music began in the post war era of the 50s and 60s, there was social cohesion at the time and everyone had the freedom to do what they wanted and were more open about expressing themselves. Hebdige claims mass culture does not exist, different individuals enjoy media products for different reasons although this does contradict his argument of subcultures existing due to popular resistance.
Subcultures and historical times in relation to music
It can be argued that cultural music tastes varied depending on the context of the era it was in, as well as the structure of economic and political change at the time.
1950s - Rock n Rollers, Beatniks and Teddy Boys
1960s - Surfers, Mods, Hippies and Bikers
1970s - Skinheads, Punk, funksters and Rastas
1980s - Heavy metal, hip-hop, goth and rave
1990s and beyond - Fashion and music have a correlation where what you enjoy is what social group you are in.
How does the industry now target audiences?
The music industry can target large audiences with televised singing competitions such as X Factor or The Voice. These programmes are used to identify gaps in the market and can change the lives completely of "ordinary" people as they make them worldwide famous. Stars are constructed to fit in well in the music industry, making sure they can appeal to mass audiences and attract their target audience to generate a profit. An example of this is the record breaking band boyband One Direction, who initially auditioned on X Factor as separate acts, but where formed within the show and eventually finished in 3rd place. They are now one of the most internationally successful boy bands who cater and appeal to audiences with their albums, shows and merchandise.
Current day in relation to Hebdige?
Music consumption is a process that differs between people and this is evident in today's society. Social background can lead to different readings of the same song as not everyone can relate to the artist they are listening to, but still enjoy their music. People are not a part of one large mass culture but subcultures can mean different people have different tastes in music.
Current day in relation to Dyer's theory?
Audiences who feel as if they can relate to an artist are more likely to support them, fans can also imitate stars as they aspire to be as close as possible to stars lifestyles. Subcultures go against Dyer's star theory as Dyer states that artists images are constructed which in turn creates their unique selling point. Although this can raise the question of whether artists that are popular within subcultures can still be considered stars. As subcultures are a lot more prominent in today's society due to the amount of them, sub cultures can create their own stars for a niche audience. For example Grime music is very popular in London and other urban and suburban areas of England, with some of the biggest stars such as Skepta and Wiley going from very niche audiences to large audiences in America, the Netherlands and Japan. These artists of their niche genre also are included in festivals such as Wireless which gives the impression that they can also appeal to a mass, mainstream audience. Dyer does state that stars promote ideologies and culture which is also something Grime music does, as it addressing issues of racism, violence in society and crime.
Conclusion: Who are you targeting your music video towards?
My research has allowed me to learn that music videos can appeal to certain subcultures but also appeal to mass audiences. Although clear sub cultural divides can only ensure certain groups only enjoy a certain type of music. For example a Rock music video with drummers, guitars and certain clothing choices such as leather jackets will most likely only appeal to audiences that associate themselves with the Rock subculture, but possibly other sub genres related to Rock. Therefore as my music video will most likely be of the Rap/Hip-Hop genre, I will be appealing to those that enjoy that music as well as those that associate themselves with the subgenres of rap and hip hop. For example Grime or Gangsta Rap fans may enjoy my music videos, and this will also be because of the costumes my artists will wear as well as the environment my music video will be filmed in. My music video will most likely not appeal to those of other subcultures such as Punk due to the differences in tastes, but there is a chance it will appeal to the hipster subculture as they tend to follow trends, especially niche ones.
Hebdige claims that consumption is an active process by which different groups and audience read the same cultural product. Many groups resist the mainstream as subcultures are little cultures doing the same thing of resistance. Subculture music began in the post war era of the 50s and 60s, there was social cohesion at the time and everyone had the freedom to do what they wanted and were more open about expressing themselves. Hebdige claims mass culture does not exist, different individuals enjoy media products for different reasons although this does contradict his argument of subcultures existing due to popular resistance.
Subcultures and historical times in relation to music
It can be argued that cultural music tastes varied depending on the context of the era it was in, as well as the structure of economic and political change at the time.
1950s - Rock n Rollers, Beatniks and Teddy Boys
1960s - Surfers, Mods, Hippies and Bikers
1970s - Skinheads, Punk, funksters and Rastas
1980s - Heavy metal, hip-hop, goth and rave
1990s and beyond - Fashion and music have a correlation where what you enjoy is what social group you are in.
How does the industry now target audiences?
The music industry can target large audiences with televised singing competitions such as X Factor or The Voice. These programmes are used to identify gaps in the market and can change the lives completely of "ordinary" people as they make them worldwide famous. Stars are constructed to fit in well in the music industry, making sure they can appeal to mass audiences and attract their target audience to generate a profit. An example of this is the record breaking band boyband One Direction, who initially auditioned on X Factor as separate acts, but where formed within the show and eventually finished in 3rd place. They are now one of the most internationally successful boy bands who cater and appeal to audiences with their albums, shows and merchandise.
Current day in relation to Hebdige?
Music consumption is a process that differs between people and this is evident in today's society. Social background can lead to different readings of the same song as not everyone can relate to the artist they are listening to, but still enjoy their music. People are not a part of one large mass culture but subcultures can mean different people have different tastes in music.
Current day in relation to Dyer's theory?
Audiences who feel as if they can relate to an artist are more likely to support them, fans can also imitate stars as they aspire to be as close as possible to stars lifestyles. Subcultures go against Dyer's star theory as Dyer states that artists images are constructed which in turn creates their unique selling point. Although this can raise the question of whether artists that are popular within subcultures can still be considered stars. As subcultures are a lot more prominent in today's society due to the amount of them, sub cultures can create their own stars for a niche audience. For example Grime music is very popular in London and other urban and suburban areas of England, with some of the biggest stars such as Skepta and Wiley going from very niche audiences to large audiences in America, the Netherlands and Japan. These artists of their niche genre also are included in festivals such as Wireless which gives the impression that they can also appeal to a mass, mainstream audience. Dyer does state that stars promote ideologies and culture which is also something Grime music does, as it addressing issues of racism, violence in society and crime.
Conclusion: Who are you targeting your music video towards?
My research has allowed me to learn that music videos can appeal to certain subcultures but also appeal to mass audiences. Although clear sub cultural divides can only ensure certain groups only enjoy a certain type of music. For example a Rock music video with drummers, guitars and certain clothing choices such as leather jackets will most likely only appeal to audiences that associate themselves with the Rock subculture, but possibly other sub genres related to Rock. Therefore as my music video will most likely be of the Rap/Hip-Hop genre, I will be appealing to those that enjoy that music as well as those that associate themselves with the subgenres of rap and hip hop. For example Grime or Gangsta Rap fans may enjoy my music videos, and this will also be because of the costumes my artists will wear as well as the environment my music video will be filmed in. My music video will most likely not appeal to those of other subcultures such as Punk due to the differences in tastes, but there is a chance it will appeal to the hipster subculture as they tend to follow trends, especially niche ones.
Very good and interesting research. Well done, Dillan.
ReplyDeleteVery interesting. Well done.
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