Research: Subcultures

Subcultures are considered as distinctive norms and values often shared by a group of individuals within society, the section of society that choose to step away from the mainstream and challenge the dominant cultural ideology. They tend to depict how they want to live their life, instead adapting to the common way of living. There are various examples where subcultures are present and existing within society, 'biker, which openly refers to an individual that is a part of the bike riding culture, and 'Freshers', which refers to first year university students. These are just a few various subcultures that developed in society over the years and will continue to be present. 

Bikers

The subculture group of individuals who dedicate their lives to motorbiking. Majorly and culturally dominated by older white males, they take an interest in rock or heavy metal, tend to be mesmerised by body tattoos and heavy machinery. They usually wear dark clothing and gaze at women in nude. 




Skinhead

The subculture group of skinheads have their own religious beliefs. They are normally young or middle-aged British and Christian males, usually uneducated and unskilled manual workers, and tend to listen to pure house or reggae music. These males come from low working class backgrounds, and due to their distinct appearance, they have stood out in society for the shaving of all their hair, and lack of communication towards individuals from other religions.


Roadmen

This subculture group may not dedicate their lives to the roads, but their passion and negativity towards the government and police, stem from a group of individuals chilling and playing on the streets, to taking it serious. Not a mainstream of global recognition but more regional, 'roadmen' are widely influence by the music scene. Popular English genres like Grime and Trap usually involve artists promoting violence and a hate crime against the police, and yet they only surfaced from the underground during the 2011 London riots, one of the worst moments in British history, a riot spanning 4 days over the death of Mark Duggan, a young black father from the outskirts of Tottenham. 'Roadmen', will continue to be considered a subgroup as they choose to live life they want to, disbanding from the mainstream and living life the way they want to Black attire, side pouches, a love to show off their designer gear e.g. Stone Island, Gucci, Armani, and also Nike and Adidas are considered the most visible clothing brand associated with this subgroup.

Examples of Subcultures in music:

• ACDC
• Led Zeppellin
• Gorillaz
• Red Hot Chilli Peppers
• Green Day

These bands are all subcultures, as each member is likely to hold the same norms and values, as their target audience is very selective and tend to hold the same norms and values as the artist., leading to them relating to the music they produce and deliver. 

McCracken
McCracken stated that the modern world was full of diversity, dynamism and creativity, believing that sub-cultures came from different cultures. This can lead to an ideology that all subcultures come from one culture, something considered a rejection of mainstream culture. And by rejecting the values of the mainstream and values, they end up forming their own subcultures and upheeding to their own values.

Hebdige
Hebdige also stated that members of a subculture often prompt their association through a distinctive and symbolic use of style, including fashion and language. This meant that there was a resistance against the mainstream, and as there are many subcultures that share similarities, they will belong to the same culture.

Subcultures and historical times in terms of music

Many will argue that cultural music tastes depended on the historical time and structure of social, economical and political change.

• 1950's; Rock 'n' rollers, Beatniks and Teddy Boys.
• 1960's; Surfers, Rudeboys, Mods, Hippies and Bikers.
• 1970's; Skinhead, Soul Boys, Rastas, Glam Rockers, Funksters and Punks.
• 1980's; Heavy Metals, Hip-Hop, Casual, Goth, Rave and Clubber Styles.
• 1990's - Present; 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 regards to today's society, the music and media industry targets their audiences dependent on their preferred genre and taste. The industry considers the audiences likes and interests, and how the music could possibly appeal and reach out to them. The identification of significant gaps in the market allows for the music and media industry to attempt to cater and appeal to all audiences by generating a variety of artists from a wide range of genres. They use these methods to engage the chosen target audience, keep them interested, thus preventing the loss of interest towards the media/music production.

Current day in relation to McCracken:

• The way in which music is consumed, is a process that may differ from one individual to another
• A sub-cultural group can like one thing but different reasons

Current day in relation to Hebdige:

• Individuals within modern society can now have shared cultural values 
• Target audiences and fans will support the star and artist in their process of fame.