Hebidge, D (1979) 'Subculture: The Meaning of Style'
- "Youth cultural styles begin by issuing symbolic challenges, but they must end by establishing new conventions; by creating new commodities, new industries, or rejuvenating old ones."
- The reason people form and become part of subcultures is because the ideas of the mainstream/everyday values do not appeal to that particular person. They are symbolic challenges to the norm, thus making them exciting.
Unfortunately they often end up turning into commodities and industries to be sold back to the people rebelling against the system. They get sucked into the mainstream.
- As soon as the media gets a hold of the subcultures ideas and styles, and writes about it, whether in a positive or negative way, it becomes popular and the subculture becomes marketable and mainstream.
- Punk was about rewriting the rules of what it was to be a man, how to make music, how to dress, and what it was to be British and , in particular, from London. It was a refusal to conform.
It got bad press and was thought to be bad people, no parent wanted their child to be a punk. It was quite frowned upon.
- Eventually, subcultures get sucked back into the mainstream as their idea of rebellion is being sold back to them.
INCORPORATION- How mainstream sucks subcultures back in.
IDEOLOGICAL FORM- The system makes the subcultures ideas and style seem ridiculous and irrelevant. Eg. selling fake mohawks for fancy dress, making fun of the style.
COMMODITY FORM- The system starts selling things aimed at the subcultures style , making the subculture part of the mainstream and stops it rebelling.
