Sub culture

What is a youth sub culture?

Sub culture:

A group of people who are united through a common value system and taste and are positioned outside of the mainstream.

How the subcultures are viewed:

• Conformity and rebellion
• Attitude to capitalism and consumerism (materialistic)
• Tribal/gang rivalry 
• Traditional or neophyte 

Grant McCracken

This theory says that the post modern world is full of diversity, dynamism and creativity. Also if we look at the array of values, and ideologies then we cant say all sub cultures come from one culture.

CCCS - centre for contemporary cultural studies

This theory ignores what McCracken says and assumes that all subcultures come from one culture (reaction to mainstream).

Hebdige

Hebdige came to the conclusion that although some people think subcultures only appear to be different but deep down they are the same, he says if you look deeper, there is enough richness to warrant renaming 'subcultures' as 'little cultures'.

Me and my group have decided that we are going to follow Grant McCracken's theory as we want to show that our artist - Northern Lights - is unique and an individual from other artist. The concept behind our music video is dynamic, creative and diverse which follows McCracken's theory, as during our music video we are that there are two alternatives in life and the actress has to choose one in order to make her life better.