Subcultures' Relationships With Mainstream Culture
It may be difficult to identify certain subcultures because their style (particularly clothing and music) may be adopted by mass culture for commercial purposes. Businesses often seek to capitalize on the subversive allure of subcultures in search of Cool, which remains valuable in the selling of any product. This process of cultural appropriation may often result in the death or evolution of the subculture, as its members adopt new styles that appear alien to mainstream society.
Music-based subcultures are particularly vulnerable to this process, and so what may be considered a subculture at one stage in its history—such as jazz, goth, punk, hip hop and rave cultures—may represent mainstream taste within a short period of time. Some subcultures reject or modify the importance of style, stressing membership through the adoption of an ideology which may be much more resistant to commercial exploitation. The punk subculture's distinctive (and initially shocking) style of clothing was adopted by mass-market fashion companies once the subculture became a media interest. Dick Hebdige argues that the punk subculture shares the same "radical aesthetic practices" as Dada and surrealism:
Like Duchamp's 'ready mades' - manufactured objects which qualified as art because he chose to call them such, the most unremarkable and inappropriate items - a pin, a plastic clothes peg, a television component, a razor blade, a tampon - could be brought within the province of punk (un)fashion...Objects borrowed from the most sordid of contexts found a place in punks' ensembles; lavatory chains were draped in graceful arcs across chests in plastic bin liners. Safety pins were taken out of their domestic 'utility' context and worn as gruesome ornaments through the cheek, ear or lip...fragments of school uniform (white bri-nylon shirts, school ties) were symbolically defiled (the shirts covered in graffiti, or fake blood; the ties left undone) and juxtaposed against leather drains or shocking pink mohair tops.
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Famous quotes containing the words mainstream culture, mainstream and/or culture:
“At times it seems that the media have become the mainstream culture in children’s lives. Parents have become the alternative. Americans once expected parents to raise their children in accordance with the dominant cultural messages. Today they are expected to raise their children in opposition to it.”
—Ellen Goodman (20th century)
“At times it seems that the media have become the mainstream culture in children’s lives. Parents have become the alternative. Americans once expected parents to raise their children in accordance with the dominant cultural messages. Today they are expected to raise their children in opposition to it.”
—Ellen Goodman (20th century)
“Cynicism makes things worse than they are in that it makes permanent the current condition, leaving us with no hope of transcending it. Idealism refuses to confront reality as it is but overlays it with sentimentality. What cynicism and idealism share in common is an acceptance of reality as it is but with a bad conscience.”
—Richard Stivers, U.S. sociologist, educator. The Culture of Cynicism: American Morality in Decline, ch. 1, Blackwell (1994)