Commercialization of the Graffiti Subculture
Commercialization of Graffiti Subculture
Introduction
In cultural studies, a subculture is a group of people within a culture that differentiates themselves from the larger culture which they belong to (Hebdige, 1979). The study of subcultures often consists of the study of symbolism attached to clothing, music and other visible appearances adopted by members of a subculture and also how those symbols are interpreted by the outsiders (Hebdige, 1979). Subcultures are usually opposition to the mainstream culture, so society feels a sense of uncertainty towards these minority groups. Thus, they look down upon the subculture group and hold them to the outskirts of society (Teffs,2010). However, members within those subcultural groups do not care about the opinions of dominant society and enjoy their distinctive position of outskirts by specialize themselves through their “dress, music choice, mannerisms, and recreational activities” (Teffs,2010). The dominant society, in return, is inspired by subcultural groups in some aspect despite the uncertainty and shunning (Teffs,2010). In this way, the dominant society try to find a way to access to the special subculture elements and that is consequently-consumption. As any kind of consumption is conducted by a person or a group of person, it inevitably relates to the issue of consumer behavior. While people always pursue the identity and a sense of belonging to a certain kinds of society, so cultural marketing become a popular trend nowadays. The commercialization of American west is a typical example of this marketing method. As we all know, one of the most important purposes for marketing activities is to reach as many consumers as possible, thus when business trying to marketing a subculture, the paradox will comes out. That is, in order to marketing a subculture successful, it must firstly being accepted by the mainstream society. But, most subcultures suggest some kinds of autonomy and rebellion which are reluctant by
Introduction
In cultural studies, a subculture is a group of people within a culture that differentiates themselves from the larger culture which they belong to (Hebdige, 1979). The study of subcultures often consists of the study of symbolism attached to clothing, music and other visible appearances adopted by members of a subculture and also how those symbols are interpreted by the outsiders (Hebdige, 1979). Subcultures are usually opposition to the mainstream culture, so society feels a sense of uncertainty towards these minority groups. Thus, they look down upon the subculture group and hold them to the outskirts of society (Teffs,2010). However, members within those subcultural groups do not care about the opinions of dominant society and enjoy their distinctive position of outskirts by specialize themselves through their “dress, music choice, mannerisms, and recreational activities” (Teffs,2010). The dominant society, in return, is inspired by subcultural groups in some aspect despite the uncertainty and shunning (Teffs,2010). In this way, the dominant society try to find a way to access to the special subculture elements and that is consequently-consumption. As any kind of consumption is conducted by a person or a group of person, it inevitably relates to the issue of consumer behavior. While people always pursue the identity and a sense of belonging to a certain kinds of society, so cultural marketing become a popular trend nowadays. The commercialization of American west is a typical example of this marketing method. As we all know, one of the most important purposes for marketing activities is to reach as many consumers as possible, thus when business trying to marketing a subculture, the paradox will comes out. That is, in order to marketing a subculture successful, it must firstly being accepted by the mainstream society. But, most subcultures suggest some kinds of autonomy and rebellion which are reluctant by