The Death of the Subculture
- Nathalie Claudia
- 2 days ago
- 4 min read
Conformity’s greatest phobia used to be a unique group of people fuelled by a shared opinion, interest, behaviour or expression. For instance, hippie culture that emerged in the 1960s that proclaimed love was boundless rather than a duty. This movement acted as a powerful counterculture against societal norms in terms of human rights. Although… the phobia appears to have morphed into a “gaslit fear” nowadays. Why? Could it be that the 1% of society has learnt to play the rest of us?
Subcultures have driven pivotal aspects of society, especially within the spheres of expression. However, with the looming wave of technology and thereby the Internet…
Is everyone more or less becoming each other?
How have Subcultures Aided Society?
Aside from supporting creativity and innovation( which in turn drove economies) the purpose of subcultures has consistently been to provide the notion that there is no such thing as “normal”. However, as the world modernises and the heavy weight of media condemns individuals, have subcultures lost their effect and perhaps been left in the past, as “trends”often are?
The Evolution of Subculture
Was that dark make-up a key component to your emo outfit? Well, guess what, now anyone can be emo or goth regardless of where they are, or who they are, by the easy swipe of a magical card. Consumerism and marketable products have transformed subcultures into aesthetics. The “bougie clean-girl” wardrobe is right there at ZARA and skateboarding rebelliousness has been downplayed at streetwear stores, all for the vibes, as long as it keeps making money.
When large corporations reduce rebellion into digits in their database, the subculture is no longer necessary to protect. Making a profit off of a subculture has chipped away at the weight or the worth of it, making it trendy and accessible worldwide, rather than special.
Why are Subcultures at Consumerism’s Mercy?
Since when were skinny jeans out and baggy jeans in? And are dimpled smiles considered cringey next to mewed jawlines stuck on the “stigma” expression?
Once upon a time, going to the gym wasn’t as aesthetic as today and neither was reading. But, lo and behold, it’s now considered “attractive” to be at the gym and well-read, all thanks to the algorithms on our devices. When specific habits are encouraged and supported by corporations and influencers, the masses tend to imitate. The once goofy vlogger takes up going to the gym and internalizes an interest towards bulking and cutting. He flashes his new toys; customised sportswear, organic whey powder, ice-tubs, saunas, chiropractors… all in pursuit of an image, that in turn, is publicised and reflected upon followers. In time, viewers mimic what they consume, whether consciously or not, leading to a tied community that may view the world through a limited scope. In terms of reading, what used to be simply stories conveyed through words are now digitised, residing in Kindles or reborn in the state of audiobooks… and even if one wished to read the “old-fashioned” way, which overpriced limited-edition copy would they want to pay for in monthly transactions?
Essentially, consumerism not only kidnaps subcultures and rebrands them as aesthetics but they also make them unattainable. However, viewers are given a miniscule of explosive taste leaving them wanting more… and eventually giving more out of their pockets.
Are we all “Replicas”, framed within “Stolen Pieces of History”?
From the dawn of civilization, human beings seemed to possess a keen desire to feel included and most importantly, accepted. Thus, it is only natural to compel oneself to “fit in” rather than be excluded. Notwithstanding, no one is exactly like another and communities learned later on that within difference is where they thrive. These differences are what paved the pathways for subcultures and instilled courage in those unique groups of people to take a stand against the opposing majority in hopes of gaining some understanding, or at least, some acceptance.
At this point in time, I believe deviation is the key to unlocking your earnest self. Yes, consumerism has exploited subcultures for their own benefit, however, media has provided the space for many users to express their individuality and agency to remind the globe of the true essence behind rebellion and subcultures. Moreover, that in turn, promotes the thrill and normality of being oneself, especially if that makes you so unalike another– because that has always been the purpose of expression.
If everyone around you, or on the Internet or specifically on your FYP (crazy how that works) is more or less a copy of the next “looksmaxxing, 5am workouting, 3am doomscrolling” speck of being… be brave to be different and remind yourself that a culture can never be owned by money, a mere instrument designed to control generations of vibrant history.
Writer’s note:
A look at the present day shows everyone in a rush to be a certain someone that’s always out of reach. However, it is so convenient to be anyone nowadays, that is… if you have the monetary assets and privilege (who said that?). But wait, was there not once a time you could listen to the wildest music at the highest volume and enrage your neighbours? And did the peculiar lady that lived alone with her cats, pottery and orchid greenhouse not give the community the creeps? And yet, they, amongst others, existed because they could not have cared less of the world’s opinion.
Rather than the tolerant front society puts up now, difference was perceived positively and even considered revolutionary. Why? Because sub-cultures maintained the prideful prestige that being different was something to be embraced. Which is why, large corporations with the aid of consumerism made them inclusive to the masses. Which is a “good” thing. Right…?
Comments