Research: Hebdige's subcultures

Hebdige's subcultures

What are subcultures? 

Subcultures are distinctive norms and values shared by a group of people within society; these norms and values differ from the mainstream. These differences are associated with behaviour, interests, beliefs, like religion, ethnicity and social or economic status. Some example of subcultures that exist include, 'skater' which refers to a skateboarding subculture, 'Surf' which is associated with those who surf, 'Preppy' comes from college prep school attended by upper class children, 'LGBT' - sometimes referred to as the gay culture, includes lesbian, gay, bisexual and transgender people,  'Bikers' - people interested in motorcycles and often form groups that travel together and 'Goth' - characterised with dark hair, eyeliner, nail polish and clothes ect. These are just a few of various subcultures that developed in society over the years and continue to exist. 

How are they evident in the music industry? 

Subcultures are evident in the music industry as certain genres of music appeal to  particular subcultures. For example, Rock, Pop, Hip Hop, Reggae, etc all have particular target audiences, which are likely to be subcultures that exist within society. In the 1950's subcultures based around gang culture and 'greasers' emerged, which led to these individuals rejecting norms and values and rebelling. This subcultures preferred to listen to unconventional music, namely 'Rock 'n' roll.  The Pop and Hip hop genres have created a 'rude boy/ white giants rap fans' subculture. However, particular subcultures have resisted certain genres of music, for example 'ravers' have resisted the pop genre, as they scorn commercial dance music. Moreover, certain bands in particular tend to be from a subculture which is evident through their image, which includes their outfits, hair, makeup, etc. Their image tends to give the audience an idea of their genre of music, and the audience can identify if they can relate or associate themselves with the particular artist/ band. Audiences of sub-culture music form their own sense of identities which is evident through their morals and values and their physical appearance. For example, the subcultural, heavy metal band, 'Slip Knot', have created and conformed to their own norms and values which has also influenced their audience, encouraging them to dress and behave in a similar way to the band, going against societal, mainstream norms. The audience are likely to be recognised through their costumes and appearances, as they are likely to dress in a unique manner particularly dark clothing and dark makeup to portray their uni1ue image and persona. They are likely to portray themselves in this way to openly present their morals and views to other audiences suggesting that they are proud of their beliefs and not afraid to express themselves.

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. 

What did McCracken say?

McCracken claimed that the postmodern world is full of diversity, dynamism and creativity. if we look at an array of value, and ideologies then we can say all subcultures come from one culture. 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. 

What did Hebdige say? 

Although some people believe that subcultures are different, deep down they are the same. Subcultures are little cultures as they are all doing the same thing of resistance. He claims that consumption is an active process in which different groups and audiences read into the same cultural product. Many groups resist against the mainstream. People can resist mainstream culture and will resist it becoming a 'subculture'. 

Subculture music began post war in the 50's and 60's. There was social cohesion at this time, where everyone had the diversity to do what they wanted, they were even more active with their choices. Even though we may all be from the same social background it does not mean we are all part of a mass 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 and 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? 

The industry targets audiences through the use of singing competitions such as X Factor, and by identifying gaps in the market. Singing competitions change the lives of potential stars making the famous and popular within the music industry. These shows prove that stars are still constructed to fit in, in the music industry as their image is adapted to meet the audiences expectations making them likeable and attractive to the target audience. 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 which is clearly evident in today's society. Social background can lead to different readings of the same song. People are not part of one mass culture, they can all like one thing but for different reasons. This suggests that subcultures have different tastes in music due to their social background etc. Although this is still true, it is clearly starting to change. 

Current day in relation to Dyer's theory ?

Stars represent shared cultural values and attitudes and will promote a certain ideology. Fans who agree with the set of values will support the star. Fans will imitate stars in an aspirational effort to get closer to the glamorous, fantasy lifestyle they appear to have. Though Dyer was applying  his theory to movie stars, it can also be applied to pop stars, who have a faster rise to stardom. Sub-cultures are likely to go against Dyer's theory and his views, as he claims that their are for key elements to recognising a star including 'stars being portrayed as constructions', which ignored by subcultural artists/bands who present themselves as unique and differing from the mainstream in the way they look, therefore they do not abide by this rule that they must look appealing within the music industry to be liked by a mainstream audience. Instead they have the attitude that it is acceptable to look different and differ from the norms. Similarly, they also ignore that stars must have 'character and personality' and support hegemony, instead sub-cultures promote that going against hegemony is not a unacceptable. However, sub-cultures do agree with Dyer's element that a star should promote their 'ideologies and culture' as they try to promote their values and ideologies to their audiences as they feel it is important in order to form a song relationship with their audience, and they way in which they can do this through their music and social media. It is argued as to whether or not sub-cultures can be considered as stars. I believe that subcultural artists/bands can be considered stars as they are just like mainstream artists, despite looking different and having differing ideologies, for example, subcultural artists/bands such as 'Oasis', 'Foo Fighters', 'Ben Haenow' and 'ACDC' are all successful and identified as well established stars by a mass audience despite singing alternative genres or music and being recognised as sub-cultures. 

Who are you targeting your music video towards?

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. For example, a song from the rock genre, supported by the artist wearing vests and using guitars is likely to appeal to rockers. 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 individuals likes and their interpretations. As a result, I intend on targeting my music video to a mass audience through the various themes I use, and the broad representation of the artist/band. I will ensure 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.