Subcultures are defined as a “cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture” (Dictionary.com). A big part of what makes a subculture is their members’ literacy in the culture, at least according to the research I did for my final project.
In essence, part of the strength and bonding of a subculture comes from the ability to be able to ‘read’ the group’s rules. In order to be authentic, you must follow the ethics and guidelines presented by the group. This is not done explicitly and has to be picked up on, through visual and cultural cues.
What subcultures read is a perfect example of this. Alternative subcultures such as hipsters or anyone ‘indie’ tends to avoid mainstream media to get information. These subcultures use sites like Huffington Post or NPR or local channels to cultivate their opinions, following the literacy of rejection of anything mainstream and embracing of anything alternative. Shopping at Whole Foods or Trader Joe’s as opposed to Kroger or Jewel Osco is another example of this; it’s not just the guaranteed organic food, it’s fitting in to the subculture.
Being able to be literate in a subculture is how individuals cultivate belonging and ‘authenticity’ within these groups.
