How Does Contemporary Representation Compare to Previous Time Periods?

What is a youth subculture?

• a group of individuals whoa re united through a common value system and tastes (clothes, music, politics etc.)
• a group who are also positioned outside of the mainstream and who unify as a response to the mainstream.

What are the values of a subculture?

Link to values... how the subculture view:

• Conformity and rebellion
• Attitude to capitalism and consumerism
• 'Tribal' rivalry
• Traditional or 'neophile' (a person who loves novelty, one who likes trends; person who accept the future enthusiastically and enjoys changes and evolution)
• Ideology in 1950 and 1960s - peace, rebellion against parents, radicalism - reactions against the post war.

• Many groups are involved in protest and resistance against the mainstream.
• Teens will often move between subcultures and older youths mix and match styles/values from a mix of subcultures.
• Adults can appear to conform for most of the working week, but re-enter the subculture at a specific time (weekend, festivals)

Subculture

• In the 21st century the 'dominant meaning systems' that define the mainstream are crumbling.
• 'There is no mainstream. There are many streams' Mainstream is in continuous flux.
• Nothing for teens to react against - instead driven by other motives; and these must be understood by their own individual terms.

Teddy Boys 1950s

• Rock n Roll, kids were blown away by the new sound.
• Drainpipe trousers and velvet collars and sideburns.
• Effect was huge despite the minority.

Mods 1960s

• Ben Sherman, Parka, Royal Air Force symbol.
• Ride customised Vespas and Lambrettas
• Drugs, pills and speed etc.
• The Who, The Kinks, The Rolling Stones

Skinheads 1960s

• working class youths
• close cropped/shaven heads.
• Jamaican rude boys and British mods in terms of fashion
• attitudes towards race and skin colour became factors of their culture; neonazi.

Punks 1970s

• emerged from USA, UK and Australia
• punk rock, listening to recordings or live concerts of a loud agressive nature.
• non-conformity to politics etc.
• Sex Pistols.

The Cultural Revolution 1950s: Britain was entering an increased freedom after the war, old social strustures started to be challenged by by the youth who were previously confined. American way of life became key apsirations of the British public (deregualtion of broadcasting in 1954 and availability of colour magazines) as we reached a worldwide economic boom post-war. The Labour government was defeated by the Conservatives markign a shift in government from state control to more individual freedom 'Set the People Free' slogan.
American culture was seen by some as a symptom of cultural degeneration and offered the British a rich and desirable future. Cultural imperialism - promoting, distinguishing, separating or artificially injecting the culture of one society into another (American influence on Britain post-war)
Teenagers came a recognised social group and in turn beacme more affluent, they demanded goods that could differentiate them from the adult world and express their group identity. Manufacturers met these demands, increasing the interest in fashion and music, making brands relate to a culture.

Social Mobility: there was a general feeling of optimism but also a sense of uncertainty, through the upward movement of media, financial and cultural factors. New freedoms and liberties had been gained, but as a result society had become more fragmented and less predictable.