subculture

The emergence and incorporation of a subculture is an interesting idea and one I think we all can relate to. Hebdige says, “it is the subculture’s stylistic innovations which first attract the media’s attention” (154). I think whatever is the most odd or non-conventional thing we see in society, we are drawn to it. We may be repulsed or intrigued, but we Other and critique. We want to understand this subculture, and most of all we want to define the subculture and place it into understanding of the world/social systems. So, as Hebdige and Hall argue, “the media…not only record resistance, they ‘situate it within the dominant framework of meanings” (155). We always have to define.
Hedbidge says the first characteristic of recuperation is “the convention of subcultural signs into mass-produced objects” (155). The best way I can understand this is when reflecting on the indie subculture. Since before I could drive, i’ve been making my way to random concerts around Orlando. It was always interesting to see who would show up to shows, and also what they would be wearing. Back in the day, people I saw sported thrift store clothing and grandma-looking apparel. Maybe 2 years ago, I was in a store that sold shirts made to look thrift store-ish. Complete with tiny holes, a worn look, and maybe even bleach stains the shirt was priced at $20. Here, a company/society saw a subculture and attempted to market their fashion to a wide audience. The store still sells clothes and has pretty much become the indie kids designer. So, now you can look old school indie/hip without tearing through a thrift store. The problem is (or maybe it isn’t a problem… I think it is) there is a disconnect between the original clothing and the reproduced grandma style apparel. Maybe the aura is lost? Maybe it just bothers me that people try so hard to make themselves look thrifty? But I think when Hedbige said “it is therefore difficult in this case to maintain any absolute distinction between commercial exploitation on the one hand and creativity/originality on the other” it could apply to this example (155). The original wearers of the fashion actually had to be creative and rummage for an outfit. Now, you can walk it, check out a mannequin and fit in to the style of the subculture. Maybe its not even a subculture anymore since the style has been instilled in popular culture?

Kelsey. Hebdige.