Sub Culture

Sub-cultural youth can be defined as:-

"A group of people who are united through common values. Be this music, clothing and other aspects that go against mainstream themes, these people are connected by sharing the same views, opinions or image."

Subcultural views may be:-

• Conformity and rebellion
• Attitude towards capitalism and consumerism
• Traditional or 'Neophyte' (subject to a new skill or belief)
• 'Trival' or 'gang' rivalry

There are three theories on subcultures:-

1. Grant McCracken- "The postmodern world is full of diversity, being dynamic and creative. Looking at the array of values and ideologies, we cannot say that all subcultures come from one culture."
2. CCCS (Centre for contemporary cultural studies) - "All subcultures are branched off from one main culture- it is a reaction to the mainstream conformity."
3. Hebdige- "Although some people think subcultures only appear to be different, deep down they are the same. Looking deeper, there is enough richness to warrant renaming 'subcultures' as 'little cultures'.

Within our music video, the most suited theory to apply would be Grant McCracken's, as we intend to show our artist as being unique and separated from originality and the normal lifestyle. We will do this by showing her different fashion taste and different personalities, how sticking with 'the bad guy' isolates her from the world, whereas in her good alternate reality, she is happier and becomes more socially accepted through her new-found 'spirit' and attitude towards life.