Research: Subcultures

Sub- cultures is a group of people that stands out from the mainstream or challenges the dominant ideology. They tend to choose to personally reject it and live by their own standards, they live the way they want to live. There are many subcultures that are identified through different behaviours, dress code, 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’. Here are some example of sub-cultures:

Emo broke out in popularity in the early 2000s, however the subculture has been around since 1980s. The term for the teenagers who listen emo-core is emo kids. The society thinks about them as failures; they are not strong enough to hide their emotions, they're sensitive, shy, introverted, and often quiet. Usually, Emo kids like to express their feeling writing poems about their problems with depression, confusion, and anger; all because the world fails to understand them.

 

Bikers are also a sub-culture; bikers are mainly British males that are proudly stated. Bikers have a passion on what they do such as heavy machines, they also listen to rock  and metal music. They usually wear black leather clothing and also they love having tattoos. 

Hippies were one of the first music subcultures that gained notoriety. They were more than just a subculture, as they created an entire movement.

Hippies listened to psychedelic rock and also experimented with psychedelic drugs. They influenced society and culture in a large way and they continue to have an affect today. For example, music festivals are the perfect example of the influence hippie culture still has on society. Hippies loved wearing unusual fashion clothing such as sported bell-bottom jeans, vests, tie-dyed clothes and headscarves. Most hippies were pacifists who promoted peace, homosexual rights, feminism, and other aspects of civil rights.

Punks are one of the most well-known subcultures created by musical genres. The punk subculture was formed in the US and the UK in the mid 1970s. The punk subculture, is of course, centered around punk rock music. The music and the subculture are known for anti-establishment ideals and belief in independent freedoms. Aside from the distinct sound associated with punks, they are also known for their fashion. One way they buck the system is through body modification, tattoos, spikes, Mohawks, and lots of black.

Skinheads have their own religious beliefs, they are mainly British and Christian males that are uneducated. They listen to reggae music, these males are from low working class backgrounds. They stand out as they shave all of their hair off and do not talk to any other individual from another religion.

 Example of subcultures of music include: 

• Ledzepelin
• ACDC
• Sex pistols
• The Darkness
• Pink Floyd
• The Dash
• Green Day
• Red hot chilli peppers

These bands are all subcultures as each band member is likely to hold the same norms and values and their target audience is very selective and tend to have similar norms and values as the artist, therefore they can relate to the band and to their music.

McCraken:

McCracken said that the world was full of diversity, dynamism and creativity. He believed that sub-cultures come from different cultures as for the people and time difference.This is similar to the Birmingham school which also assumes that all subcultures come from one culture, which is the reaction and rejection to mainstream culture. These individuals reject the values of the mainstream and therefore rebel, forming their own subcultures and abiding by their own values.

Hebdige:

Dick Hebdige said that, 'Members of a subculture often signal their membership through a distinctive and symbolic use of style, which includes fashions, mannerisms, and language.' This means that there is a resistance against the mainstream although and as there are many subcultures they are all the same, from the same culture.

Subcultures and historical times in relation to music:

Many argue that cultural music taste depended on the historical time and structure of social, economic and political change.  

• 1950's - Rock 'n' rollers, Beatniks and Teddy boys

• 1960's - Surfers, Rudeboys, Mods, Hippies, Bikers

• 1970's - Skinheads, soul boys, rastas, glam rockers, funksters and punks

• 1980's - heavy metal, hip-hop, casual, goth, rave and clubber styles.

• 1990's & beyond - distinctive blends of fashion and music have become a defining feature of the cultural landscape which depends on 'what's cool and what social group you fit into"

How does the industry now target audiences?

In today's society, music industry targets their audiences depending on their genre. The industry considers the audiences likes and interests and how the music could appeal to them.By identifying gaps in the market, the industry is trying to cater for and appeal to all audiences by having a variety of artists from different genres. These methods are used to engage the target audience and keep the interested, preventing them from losing interest.

Current day in relation to Hebdige: 

• consuming music is a process that differs from person to person
• can like one thing but different reasons

Current day in relation to Dyers theory:

•  shared cultural values
• fans support the star

Conclusion:

Through my research I have learnt that music videos can be targeted at specific subcultures, according to the genre of the song and the representation of the artists. I agree with Hebdige that subcultures exist as individuals have different tastes of music according to their lifestyles, hobbies, social backgrounds etc. All these factors determine an individual’s likes and their interpretations. I will ensure, for my music video genre, that I do not use costumes, iconography or a song that is targeted at one specific subculture as this is likely to limit my target audience, and limit the amount of views my music videos receive. However, I am aware that my music video will not appeal to certain subcultures due to them having their own values and enjoying specific genres of music. Therefore, I know my music video will not be viewed by the majority, although I will ensure I try to make it appeal to a large amount of people.