{"id":152,"date":"2019-01-10T17:03:37","date_gmt":"2019-01-10T22:03:37","guid":{"rendered":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/chapter\/subcultures\/"},"modified":"2021-06-02T12:21:05","modified_gmt":"2021-06-02T16:21:05","slug":"subcultures","status":"publish","type":"chapter","link":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/chapter\/subcultures\/","title":{"raw":"Subcultures","rendered":"Subcultures"},"content":{"raw":"A <strong>[pb_glossary id=\"372\"]subculture[\/pb_glossary]<\/strong> is a group of people who share a set of secondary values, such as environmentalists. Many factors can place an individual in one or several subcultures. People of a subculture are part of a larger culture but also share a specific identity within a smaller group.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Important Factors Comprising \"Subculture\"<\/strong>\r\n<div class=\"h5p\">[h5p id=\"21\"]<\/div>\r\n<div class=\"pdf\">\r\n<ul>\r\n \t<li>Material Culture: People with similar income may create a subculture. The poor, the affluent, and the white-collar middle class are examples of material subcultures.<\/li>\r\n \t<li>Social Institutions: Those who participate in a social institution may form a subculture. Examples include participation in marriage, parenthood, a retirement community, or the army.<\/li>\r\n \t<li>Belief System: People with shared beliefs may create a subculture, such as a religious group or political party. For example, traditional Amish do not use electricity and automobiles.<\/li>\r\n \t<li>Aesthetics: Artistic people often form a subculture of their own associated with their common interests, such as art, music, dance, drama, and folklore.<\/li>\r\n \t<li>Language: People with similar dialects, accents, and vocabulary can form a subculture. Southerners and Northerners are two traditional categories in the U.S.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\nThousands of subcultures exist within Canada and the United States. Ethnic and racial groups share the language, food, and customs of their heritage. Other subcultures are united by shared experiences. Biker culture revolves around a dedication to motorcycles. Some subcultures are formed by members who possess traits or preferences that differ from the majority of a society\u2019s population. The body modification community embraces aesthetic additions to the human body, such as tattoos, piercings, and certain forms of plastic surgery. In Canada and the United States, adolescents often form subcultures to develop a shared youth identity. Alcoholics Anonymous offers support to those suffering from alcoholism. But even as members of a subculture band together, they still identify with and participate in the larger society.\r\n<div class=\"textbox shaded\">\r\n\r\n<img class=\"alignnone\" src=\"https:\/\/upload.wikimedia.org\/wikipedia\/commons\/9\/9e\/1900-2010_-_Western_Culture_Timeline.svg\" alt=\"Diagram of Western\/American subcultures in 20th century.\" width=\"568\" height=\"660\" \/>\r\n\r\n<\/div>\r\n<h1>Consumption Subcultures<\/h1>\r\n<div class=\"textbox shaded\">\r\n\r\n[caption id=\"attachment_2832\" align=\"aligncenter\" width=\"1024\"]<img class=\"wp-image-2832 size-large\" src=\"https:\/\/opentextbc.ca\/accessibilitytoolkit\/wp-content\/uploads\/sites\/349\/2021\/01\/eliott-reyna-jCEpN62oWL4-unsplash-scaled-1.jpg\" alt=\"Five college\/university-aged students walking down a sidewalk together talking and laughing.\" width=\"1024\" height=\"575\" \/> College and university-aged students represent both an age-cohort and a subculture who may share similar consumption needs and wants.[\/caption]\r\n\r\n<\/div>\r\nSubcultures, such as college students, can develop in response to people\u2019s interests, similarities, and behaviours that allow marketing professionals to design specific products for them. You have probably heard of the \"sneakerhead\" subculture; hip-hop subculture; people who in engage in extreme types of sports such as helicopter skiing; or, those who play the fantasy game Dungeons and Dragons.\r\n\r\nMany people might be surprised to know that the Hipster subculture dates back to the early 1900's and is a unique subculture that has evolved over the last century.\r\n<div class=\"textbox textbox--key-takeaways\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">The Evolution of American Hipster Subculture<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nSkinny jeans, chunky glasses, and T-shirts with vintage logos\u2014the American hipster is a recognizable figure in the modern United States. Based predominately in metropolitan areas, sometimes clustered around hotspots such as the Williamsburg neighborhood in New York City, hipsters define themselves through a rejection of the mainstream. As a subculture, hipsters spurn many of the values and beliefs of U.S. culture and prefer vintage clothing to fashion and a bohemian lifestyle to one of wealth and power. While hipster culture may seem to be the new trend among young, middle-class youth, the history of the group stretches back to the early decades of the 1900s.\r\n<p id=\"import-auto-id1169033066574\">Where did the hipster culture begin? In the early 1940s, jazz music was on the rise in the United States. Musicians were known as \u201chepcats\u201d and had a smooth, relaxed quality that went against upright, mainstream life. Those who were \u201chep\u201d or \u201chip\u201d lived by the code of jazz, while those who were \u201csquare\u201d lived according to society\u2019s rules. The idea of a \u201chipster\u201d was born.<\/p>\r\n<p id=\"import-auto-id1169033135364\">The hipster movement spread, and young people, drawn to the music and fashion, took on attitudes and language derived from the culture of jazz. Unlike the vernacular of the day, hipster slang was purposefully ambiguous. When hipsters said, \u201cIt\u2019s cool, man,\u201d they meant not that everything was good, but that it was the way it was.<\/p>\r\n\r\n<div class=\"wp-caption aligncenter\">\r\n\r\n[caption id=\"\" align=\"alignleft\" width=\"225\"]<img title=\"Photo courtesy of William P. Gottlieb\/Ira and Leonore S. Gershwin Fund Collection, Music Division, Library of Congress\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/578\/2015\/05\/21164919\/Figure_03_03_01a.jpg\" alt=\"Young men wearing suits in front of a nightclub are shown in a black and white photograph.\" width=\"225\" height=\"449\" data-media-type=\"image\/jpg\" \/> In the 1940s, U.S. hipsters were associated with the \u201ccool\u201d culture of jazz.[\/caption]\r\n<p id=\"import-auto-id1169033066357\">By the 1950s, the jazz culture was winding down and many traits of hepcat culture were becoming mainstream. A new subculture was on the rise. The \u201cBeat Generation,\u201d a title coined by writer Jack Kerouac, were anti-conformist and anti-materialistic. They were writers who listened to jazz and embraced radical politics. They bummed around, hitchhiked the country, and lived in squalor.<\/p>\r\n<p id=\"import-auto-id1169033060562\">The lifestyle spread. College students, clutching copies of Kerouac\u2019s <em data-effect=\"italics\">On the Road<\/em>, dressed in berets, black turtlenecks, and black-rimmed glasses. Women wore black leotards and grew their hair long. Herb Caen, a San Francisco journalist, used the suffix from <em data-effect=\"italics\">Sputnik 1<\/em>, the Russian satellite that orbited Earth in 1957, to dub the movement\u2019s followers \u201cBeatniks.\u201d As the Beat Generation faded, a new, related movement began. It too focused on breaking social boundaries, but it also advocated freedom of expression, philosophy, and love. It took its name from the generations before; in fact, some theorists claim that Beats themselves coined the term to describe their children. Over time, the \u201clittle hipsters\u201d of the 1970s became known simply as \u201chippies.\u201d<\/p>\r\n<p id=\"import-auto-id1169033138530\">Today\u2019s generation of hipsters rose out of the hippie movement in the same way that hippies rose from Beats and Beats from hepcats. Although contemporary hipsters may not seem to have much in common with 1940s hipsters, the emulation of nonconformity is still there. In 2010, sociologist Mark Greif set about investigating the hipster subculture of the United States and found that much of what tied the group members together was not based on fashion, musical taste, or even a specific point of contention with the mainstream. \u201cAll hipsters play at being the inventors or first adopters of novelties,\u201d Greif wrote. \u201cPride comes from knowing, and deciding, what\u2019s cool in advance of the rest of the world. Yet the habits of hatred and accusation are endemic to hipsters because they feel the weakness of everyone\u2019s position\u2014including their own\u201d (Greif 2010). Much as the hepcats of the jazz era opposed common culture with carefully crafted appearances of coolness and relaxation, modern hipsters reject mainstream values with a purposeful apathy.<\/p>\r\n<p id=\"import-auto-id1169033101768\">Young people are often drawn to oppose mainstream conventions, even if in the same way that others do. Ironic, cool to the point of non-caring, and intellectual, hipsters continue to embody a subculture, while simultaneously impacting mainstream culture.<\/p>\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\nSubcultures, according to social media expert Scott Huntington, are often targeted to generate revenue, explaining that, \"it's common to assume that subcultures aren't a major market for most companies. Online apps for shopping, however, have made significant strides. Take Etsy, for example. It only allows vendors to sell handmade or vintage items, both of which can be considered a rather \"hipster\" subculture. However, retailers on the site made almost $900 million in sales\" (Post, n.d.).\r\n<h1>Race &amp; Ethnicity as Subcultures<\/h1>\r\nWhen subcultures are discussed in the context of race and ethnicity it's important to first understand these concepts clearly.\r\n\r\nThe terms race and ethnicity are similar and there is a degree of overlap between them. The average person frequently uses the terms \u201crace\u201d and \u201cethnicity\u201d interchangeably as synonyms and anthropologists also recognize that race and ethnicity are overlapping concepts. Both race and ethnic identity draw on an identification with others based on common ancestry and shared cultural traits. A <strong>[pb_glossary id=\"365\"]race[\/pb_glossary]<\/strong> is a social construction that defines groups of humans based on arbitrary physical and\/or biological traits that are believed to distinguish them from other humans. An [pb_glossary id=\"356\"]<strong>ethnic group<\/strong>[\/pb_glossary], on the other hand, claims a distinct identity based on cultural characteristics and a shared ancestry that are believed to give its members a unique sense of peoplehood or heritage. The cultural characteristics used to define ethnic groups vary; they include specific languages spoken, religions practiced, and distinct patterns of dress, diet, customs, holidays, and other markers of distinction. In some societies, ethnic groups are geographically concentrated in particular regions, as with the Kurds in Turkey and Iraq and the Basques in northern Spain.\r\n\r\nMany individuals view their ethnicity as an important element of their personal and social identity. Numerous psychological, social, and familial factors play a role in ethnicity, and ethnic identity is most accurately understood as a range or continuum populated by people at every point. One\u2019s sense of ethnicity can also fluctuate across time. Children of Korean immigrants living in an overwhelmingly white town, for example, may choose to self-identify simply as \u201cAmerican\u201d during their middle school and high school years to fit in with their classmates and then choose to self-identify as \u201cKorean,\u201d \u201cKorean American,\u201d or \u201cAsian American\u201d in college or later in life as their social settings change or from a desire to connect more strongly with their family history and heritage. Do you consider your ethnicity an important part of your identity? Why do you feel the way you do?\r\n\r\nA few traditions, such as favorite family recipes or distinct customs associated with the celebration of a holiday, that originated in their homelands may be retained by family members across generations, reinforcing a sense of ethnic heritage and identity today. More recent immigrants are likely to retain more of the language and cultural traditions of their countries of origin. Non-European immigrants groups from Asia, Africa, the Middle East, Latin America, and the Caribbean also experience significant linguistic and cultural losses over generations, but may also continue to self-identify with their ethnic backgrounds if they do not feel fully incorporated into U.S, society because they \u201cstick out\u201d physically from Euro-American society and experience prejudice and discrimination. Psychological, sociological, and anthropological studies have indicated that retaining a strong sense of ethnic pride and identification is common among ethnic minorities in the United States and other nations as a means of coping with and overcoming societal bigotry.\r\n<div class=\"textbox textbox--key-takeaways\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">\"Dude, what are you?!\"<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nJustin D. Garcia is an author and professor of Cultural Anthropology. In his chapter, \"Race and Ethnicity\" which is featured in the open publication, <em>Perspectives: An Open Invitation to Cultural Anthropology, <\/em>he writes about his own personal experiences (and professional fascination) with presumptive conclusions regarding his race and ethnicity. Below is an exert from that chapter.\r\n<blockquote>Throughout my life, my physical appearance has provided me with countless unique and memorable experiences that have emphasized the significance of race and ethnicity as socially constructed concepts in America and other societies. My fascination with this subject is therefore both personal and professional; a lifetime of questions and assumptions from others regarding my racial and ethnic background have cultivated my interest in these topics. I noticed that my perceived race or ethnicity, much like beauty, rested in the eye of the beholder as individuals in different regions of the country (and outside of the United States) often perceived me as having different specific heritages. For example, as a teenager living in York County, Pennsylvania, senior citizens and middle-aged individuals usually assumed I was \u201cwhite,\u201d while younger residents often saw me as \u201cPuerto Rican\u201d or generically \u201cHispanic\u201d or \u201cLatino.\u201d When I lived in Philadelphia, locals mostly assumed I was \u201cItalian American,\u201d but many Puerto Ricans, Mexicans, and Dominicans, in the City of Brotherly Love often took me for either \u201cPuerto Rican\u201d or \u201cCuban.\u201d\r\n\r\nI have a rather ambiguous physical appearance\u2014a shaved head, brown eyes, and a black mustache and goatee. Depending on who one asks, I have either a \u201cpasty white\u201d or \u201csomewhat olive\u201d complexion, and my last name is often the single biggest factor that leads people on the East Coast to conclude that I am Puerto Rican. My experiences are examples of what sociologists Michael Omi and Howard Winant (1986) referred to as \u201cracial commonsense\u201d\u2014a deeply entrenched social belief that another person\u2019s racial or ethnic background is obvious and easily determined from brief glances and can be used to predict a person\u2019s culture, behavior, and personality. Reality, of course, is far more complex. One\u2019s racial or ethnic background cannot necessarily be accurately determined based on physical appearance alone, and an individual\u2019s \u201crace\u201d does not necessarily determine his or her \u201cculture,\u201d which in turn does not determine \u201cpersonality.\u201d Yet, these perceptions remain.<\/blockquote>\r\n<\/div>\r\n<\/div>\r\n<h1>High Culture &amp; Pop Culture<\/h1>\r\nDo you prefer listening to opera or hip hop music? Do you like watching horse racing or NASCAR? Do you read books of poetry or celebrity magazines? In each pair, one type of entertainment is considered high-brow and the other low-brow. Sociologists use the term\u00a0<strong>[pb_glossary id=\"359\"]high culture[\/pb_glossary]<\/strong>\u00a0to describe the pattern of cultural experiences and attitudes that exist in the highest class segments of a society. People often associate high culture with intellectualism, political power, and prestige. In America, high culture also tends to be associated with wealth. Events considered high culture can be expensive and formal\u2014attending a ballet, seeing a play, or listening to a live symphony performance.\r\n\r\nThe term\u00a0<strong>[pb_glossary id=\"363\"]popular culture[\/pb_glossary]<\/strong> refers to the pattern of cultural experiences and attitudes that exist in mainstream society. Popular culture events might include a parade, a soccer (football) game, or the season finale of a television show. Rock and pop music\u2014\u201cpop\u201d is short for \u201cpopular\u201d\u2014are part of popular culture. Popular culture is often expressed and spread via commercial media such as radio, television, movies, the music industry, publishers, and corporate-run websites. Popular culture is known and accessible to most people: you can share a discussion of favorite football teams with a new coworker or comment on <em data-effect=\"italics\">Game of Thrones<\/em> (or another popular show) when making small talk in line at the grocery store. But if you tried to launch into a deep discussion on the classical Greek play\u00a0<em data-effect=\"italics\">Antigone<\/em>, few members of society today would be familiar with it.\r\n\r\nAlthough high culture may be viewed as superior to popular culture, the labels of high culture and popular culture vary over time and place. Shakespearean plays, considered pop culture when they were written, are now part of our society\u2019s high culture. Five hundred years from now, will our descendants associate\u00a0<em data-effect=\"italics\">Breaking Bad<\/em>\u00a0with the cultural elite?\r\n<div class=\"textbox textbox--key-takeaways\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Influences in \"Pop\" Culture<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">Anthropologists sometimes turn to unconventional information sources as they explore gendered culture, including popular television commercials. Interestingly, the 2015 Super Bowl commercials produced for the Always feminine product brand also focused on gender themes in its #Likeagirl campaign, which probed the damaging connotations of the phrases \u201cthrow like a girl\u201d and \u201crun like a girl\u201d by first asking boys and girls to act out running and throwing, and then asking them to act out a girl running and throwing. A companion clip further explored the negative impacts of anti-girl messages, provoking dialogue among Super Bowl viewers and in social media spaces (though, ironically, that dialogue was intended to promote consumption of feminine products). As the clips remind us, while boys and men play major roles in perceptions related to gender, so do the women who raise them, often reinforcing gendered expectations for play and aspiration. Of course, women, like men, are <strong>[pb_glossary id=\"355\"]enculturated[\/pb_glossary]<\/strong> into their culture\u2019s gender ideology. Both girls and boys \u2014 and adults \u2014 are profoundly influenced by popular culture.<\/div>\r\n<\/div>\r\n<h1>Counterculture<\/h1>\r\nSociologists distinguish subcultures from <strong>[pb_glossary id=\"349\"]countercultures[\/pb_glossary]<\/strong>, which are a type of subculture that rejects some of the larger culture\u2019s norms and values. In contrast to subcultures, which operate relatively smoothly within the larger society, countercultures might actively defy larger society by developing their own set of rules and norms to live by, sometimes even creating communities that operate outside of greater society.\r\n<div class=\"textbox textbox--key-takeaways\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Counterculture in the USA: 1950's-1970's<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nIn the United States, the counterculture of the 1960s became identified with the rejection of conventional social norms of the 1950s. Counterculture youth rejected the cultural standards of their parents, especially with respect to racial segregation and initial widespread support for the Vietnam War.\r\n\r\nAs the 1960s progressed, widespread tensions developed in American society that tended to flow along generational lines regarding the war in Vietnam, race relations, sexual mores, women\u2019s rights, traditional modes of authority, and a materialistic interpretation of the American Dream. Hippies became the largest countercultural group in the United States. The counterculture also had access to a media eager to present their concerns to a wider public. Demonstrations for social justice created far-reaching changes affecting many aspects of society.\r\n\r\nThe counterculture in the United States lasted from roughly 1964 to 1973 \u2014 coinciding with America\u2019s involvement in Vietnam \u2014 and reached its peak in 1967, the \u201cSummer of Love. \u201d The movement divided the country: to some Americans, these attributes reflected American ideals of free speech, equality, world peace, and the pursuit of happiness; to others, the same attributes reflected a self-indulgent, pointlessly rebellious, unpatriotic, and destructive assault on America\u2019s traditional moral order.\r\n\r\nThe counterculture collapsed circa 1973, and many have attributed its collapse to two major reasons: First, the most popular of its political goals \u2014 civil rights, civil liberties, gender equality, environmentalism, and the end of the Vietnam War \u2014 were accomplished. Second, a decline of idealism and hedonism occurred as many notable counterculture figures died, the rest settled into mainstream society and started their own families, and the \u201cmagic economy\u201d of the 1960s gave way to the stagflation of the 1970s.\r\n\r\n<\/div>\r\n<\/div>\r\n<div class=\"textbox shaded\">\r\n<h3>Media Attributions<\/h3>\r\n<ul>\r\n \t<li>The image of college\/university students walking together is by <a href=\"https:\/\/unsplash.com\/@eliottreyna?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Eliott Reyna<\/a> on <a href=\"\/s\/photos\/students?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a>.<\/li>\r\n \t<li style=\"text-align: left;\">The image depicting American and Western sub-cultures from 1900-2010 is by Fred the Oysteri. Licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\">CC BY-SA 4.0<\/a>.<\/li>\r\n \t<li style=\"text-align: left;\">The image of men in suits with musical instruments depicting the 1940's American jazz era is courtesy of William P. Gottlieb\/Ira and Leonore S. Gershwin Fund Collection, Music Division, Library of Congress.<\/li>\r\n<\/ul>\r\n<h3>Text Attributions<\/h3>\r\n<ul>\r\n \t<li style=\"text-align: left;\">\"Counterculture in the USA: 1950's-1970's is adapted from \"<a href=\"https:\/\/courses.lumenlearning.com\/boundless-sociology\/chapter\/culture-worlds\/\">Culture Worlds<\/a>\" by <em>Boundless.com<\/em> which is licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA<\/a>.<\/li>\r\n \t<li style=\"text-align: left;\">The three paragraphs under \"Race &amp; Ethnicity as Subcultures\" (edited for brevity) and the section \"Dude, what are you?!\" are adapted from Garcia, J.D. (2017). \"<a href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/af6a3eed-243a-4eeb-8903-65df924a1201\/1\/Perspectives.pdf\">Race and Ethnicity<\/a>\". In Brown, N. and McIlwraith, T. (Eds), <em><a href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/af6a3eed-243a-4eeb-8903-65df924a1201\/1\/Perspectives.pdf\">Perspectives: An Open Invitation to Cultural Anthropology<\/a>,<\/em> by Society for Anthropology in Community Colleges is licensed under a <a href=\"http:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/\" rel=\"license\">Creative Commons Attribution-NonCommercial 4.0 International License<\/a>.<\/li>\r\n \t<li style=\"text-align: left;\"><span id=\"output\" class=\"outputbox\">The opening paragraph and the H5P list of \"Important Factors Comprising Subculture\" are adapted from <a href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Introducing Marketing<\/em><\/a> [PDF] by <a>John Burnett<\/a> which is licensed under <a href=\"http:\/\/creativecommons.org\/licenses\/by\/3.0\" target=\"_blank\" rel=\"noopener noreferrer\">CC BY 3.0<\/a>.<\/span><\/li>\r\n \t<li style=\"text-align: left;\">\"The Evolution of American Hipster Subculture\" and the section under \"Counterculture\" are adapted from <a href=\"http:\/\/cnx.org\/contents\/02040312-72c8-441e-a685-20e9333f3e1d\/Introduction_to_Sociology_2e\"><em>Introduction to Sociology 2e<\/em><\/a>. Authored by: OpenStax CNX. which is licensed under <em><a href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\" target=\"_blank\" rel=\"license noopener noreferrer\">CC BY<\/a><\/em>.<\/li>\r\n \t<li style=\"text-align: left;\">The section under \"High Culture &amp; Pop Culture\" (edited) is adapted from <em><a href=\"https:\/\/opentextbc.ca\/introsociology2eopenstax\/chapter\/pop-culture-subculture-and-cultural-change\/\" rel=\"cc:attributionURL\">Introduction to Sociology 2e<\/a><\/em> by OSC RiceUniversity which is licensed under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\" rel=\"license\">Creative Commons Attribution 4.0 International License<\/a>.<\/li>\r\n \t<li style=\"text-align: left;\">The first paragraph (edited) under \"Consumption Subculture\" is adapted from <em><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\" rel=\"cc:attributionURL\">Principles of Marketing<\/a><\/em> by University of Minnesota which is licensed under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License<\/a>.<span id=\"output\" class=\"outputbox\"><\/span><\/li>\r\n \t<li style=\"text-align: left;\">The last paragraph under \"Consumption Subcultures\" is adapted from \"Subculture\" (2021, January 26). In <em>Wikipedia<\/em> which is licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA<\/a>.<\/li>\r\n<\/ul>\r\n<h3>References<\/h3>\r\n<p style=\"text-align: left;\">Greif, M. (2010, November 12). The Hipster in the Mirror. <em data-effect=\"italics\">New York Times<\/em>. http:\/\/www.nytimes.com\/2010\/11\/14\/books\/review\/Greif-t.html?pagewanted=1.<span id=\"output\" class=\"outputbox\"><\/span><\/p>\r\n<p style=\"text-align: left;\">Omi, M. and Winant, H. (1986). <em>Racial Formation in the United States<\/em>. New York: Routledge, 2014.<\/p>\r\n<p style=\"text-align: left;\">Post, A. (n.d.). <em>Subcultures and Social Media: Mass Differentiation<\/em>. Social Media Data. http:\/\/socialmediadata.com\/subcultures-and-social-media-mass-differentiation\/.<\/p>\r\n<p style=\"text-align: left;\">Solomon, M., White, K. &amp; Dahl, D.W. (2017). <em>Consumer Behaviour: Buying, Having, Being Seventh Canadian Edition. <\/em>Pearson Education Inc.<\/p>\r\n\r\n<\/div>","rendered":"<p>A <strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_152_372\">subculture<\/a><\/strong> is a group of people who share a set of secondary values, such as environmentalists. Many factors can place an individual in one or several subcultures. People of a subculture are part of a larger culture but also share a specific identity within a smaller group.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Important Factors Comprising &#8220;Subculture&#8221;<\/strong><\/p>\n<div class=\"h5p\">\n<div id=\"h5p-21\">\n<div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-21\" class=\"h5p-iframe\" data-content-id=\"21\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Important Factors Comprising Subcultures\"><\/iframe><\/div>\n<\/div>\n<\/div>\n<div class=\"pdf\">\n<ul>\n<li>Material Culture: People with similar income may create a subculture. The poor, the affluent, and the white-collar middle class are examples of material subcultures.<\/li>\n<li>Social Institutions: Those who participate in a social institution may form a subculture. Examples include participation in marriage, parenthood, a retirement community, or the army.<\/li>\n<li>Belief System: People with shared beliefs may create a subculture, such as a religious group or political party. For example, traditional Amish do not use electricity and automobiles.<\/li>\n<li>Aesthetics: Artistic people often form a subculture of their own associated with their common interests, such as art, music, dance, drama, and folklore.<\/li>\n<li>Language: People with similar dialects, accents, and vocabulary can form a subculture. Southerners and Northerners are two traditional categories in the U.S.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<p>Thousands of subcultures exist within Canada and the United States. Ethnic and racial groups share the language, food, and customs of their heritage. Other subcultures are united by shared experiences. Biker culture revolves around a dedication to motorcycles. Some subcultures are formed by members who possess traits or preferences that differ from the majority of a society\u2019s population. The body modification community embraces aesthetic additions to the human body, such as tattoos, piercings, and certain forms of plastic surgery. In Canada and the United States, adolescents often form subcultures to develop a shared youth identity. Alcoholics Anonymous offers support to those suffering from alcoholism. But even as members of a subculture band together, they still identify with and participate in the larger society.<\/p>\n<div class=\"textbox shaded\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/upload.wikimedia.org\/wikipedia\/commons\/9\/9e\/1900-2010_-_Western_Culture_Timeline.svg\" alt=\"Diagram of Western\/American subcultures in 20th century.\" width=\"568\" height=\"660\" \/><\/p>\n<\/div>\n<h1>Consumption Subcultures<\/h1>\n<div class=\"textbox shaded\">\n<figure id=\"attachment_2832\" aria-describedby=\"caption-attachment-2832\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2832 size-large\" src=\"https:\/\/opentextbc.ca\/accessibilitytoolkit\/wp-content\/uploads\/sites\/349\/2021\/01\/eliott-reyna-jCEpN62oWL4-unsplash-scaled-1.jpg\" alt=\"Five college\/university-aged students walking down a sidewalk together talking and laughing.\" width=\"1024\" height=\"575\" \/><figcaption id=\"caption-attachment-2832\" class=\"wp-caption-text\">College and university-aged students represent both an age-cohort and a subculture who may share similar consumption needs and wants.<\/figcaption><\/figure>\n<\/div>\n<p>Subcultures, such as college students, can develop in response to people\u2019s interests, similarities, and behaviours that allow marketing professionals to design specific products for them. You have probably heard of the &#8220;sneakerhead&#8221; subculture; hip-hop subculture; people who in engage in extreme types of sports such as helicopter skiing; or, those who play the fantasy game Dungeons and Dragons.<\/p>\n<p>Many people might be surprised to know that the Hipster subculture dates back to the early 1900&#8217;s and is a unique subculture that has evolved over the last century.<\/p>\n<div class=\"textbox textbox--key-takeaways\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">The Evolution of American Hipster Subculture<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>Skinny jeans, chunky glasses, and T-shirts with vintage logos\u2014the American hipster is a recognizable figure in the modern United States. Based predominately in metropolitan areas, sometimes clustered around hotspots such as the Williamsburg neighborhood in New York City, hipsters define themselves through a rejection of the mainstream. As a subculture, hipsters spurn many of the values and beliefs of U.S. culture and prefer vintage clothing to fashion and a bohemian lifestyle to one of wealth and power. While hipster culture may seem to be the new trend among young, middle-class youth, the history of the group stretches back to the early decades of the 1900s.<\/p>\n<p id=\"import-auto-id1169033066574\">Where did the hipster culture begin? In the early 1940s, jazz music was on the rise in the United States. Musicians were known as \u201chepcats\u201d and had a smooth, relaxed quality that went against upright, mainstream life. Those who were \u201chep\u201d or \u201chip\u201d lived by the code of jazz, while those who were \u201csquare\u201d lived according to society\u2019s rules. The idea of a \u201chipster\u201d was born.<\/p>\n<p id=\"import-auto-id1169033135364\">The hipster movement spread, and young people, drawn to the music and fashion, took on attitudes and language derived from the culture of jazz. Unlike the vernacular of the day, hipster slang was purposefully ambiguous. When hipsters said, \u201cIt\u2019s cool, man,\u201d they meant not that everything was good, but that it was the way it was.<\/p>\n<div class=\"wp-caption aligncenter\">\n<figure style=\"width: 225px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" title=\"Photo courtesy of William P. Gottlieb\/Ira and Leonore S. Gershwin Fund Collection, Music Division, Library of Congress\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/578\/2015\/05\/21164919\/Figure_03_03_01a.jpg\" alt=\"Young men wearing suits in front of a nightclub are shown in a black and white photograph.\" width=\"225\" height=\"449\" data-media-type=\"image\/jpg\" \/><figcaption class=\"wp-caption-text\">In the 1940s, U.S. hipsters were associated with the \u201ccool\u201d culture of jazz.<\/figcaption><\/figure>\n<p id=\"import-auto-id1169033066357\">By the 1950s, the jazz culture was winding down and many traits of hepcat culture were becoming mainstream. A new subculture was on the rise. The \u201cBeat Generation,\u201d a title coined by writer Jack Kerouac, were anti-conformist and anti-materialistic. They were writers who listened to jazz and embraced radical politics. They bummed around, hitchhiked the country, and lived in squalor.<\/p>\n<p id=\"import-auto-id1169033060562\">The lifestyle spread. College students, clutching copies of Kerouac\u2019s <em data-effect=\"italics\">On the Road<\/em>, dressed in berets, black turtlenecks, and black-rimmed glasses. Women wore black leotards and grew their hair long. Herb Caen, a San Francisco journalist, used the suffix from <em data-effect=\"italics\">Sputnik 1<\/em>, the Russian satellite that orbited Earth in 1957, to dub the movement\u2019s followers \u201cBeatniks.\u201d As the Beat Generation faded, a new, related movement began. It too focused on breaking social boundaries, but it also advocated freedom of expression, philosophy, and love. It took its name from the generations before; in fact, some theorists claim that Beats themselves coined the term to describe their children. Over time, the \u201clittle hipsters\u201d of the 1970s became known simply as \u201chippies.\u201d<\/p>\n<p id=\"import-auto-id1169033138530\">Today\u2019s generation of hipsters rose out of the hippie movement in the same way that hippies rose from Beats and Beats from hepcats. Although contemporary hipsters may not seem to have much in common with 1940s hipsters, the emulation of nonconformity is still there. In 2010, sociologist Mark Greif set about investigating the hipster subculture of the United States and found that much of what tied the group members together was not based on fashion, musical taste, or even a specific point of contention with the mainstream. \u201cAll hipsters play at being the inventors or first adopters of novelties,\u201d Greif wrote. \u201cPride comes from knowing, and deciding, what\u2019s cool in advance of the rest of the world. Yet the habits of hatred and accusation are endemic to hipsters because they feel the weakness of everyone\u2019s position\u2014including their own\u201d (Greif 2010). Much as the hepcats of the jazz era opposed common culture with carefully crafted appearances of coolness and relaxation, modern hipsters reject mainstream values with a purposeful apathy.<\/p>\n<p id=\"import-auto-id1169033101768\">Young people are often drawn to oppose mainstream conventions, even if in the same way that others do. Ironic, cool to the point of non-caring, and intellectual, hipsters continue to embody a subculture, while simultaneously impacting mainstream culture.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p>Subcultures, according to social media expert Scott Huntington, are often targeted to generate revenue, explaining that, &#8220;it&#8217;s common to assume that subcultures aren&#8217;t a major market for most companies. Online apps for shopping, however, have made significant strides. Take Etsy, for example. It only allows vendors to sell handmade or vintage items, both of which can be considered a rather &#8220;hipster&#8221; subculture. However, retailers on the site made almost $900 million in sales&#8221; (Post, n.d.).<\/p>\n<h1>Race &amp; Ethnicity as Subcultures<\/h1>\n<p>When subcultures are discussed in the context of race and ethnicity it&#8217;s important to first understand these concepts clearly.<\/p>\n<p>The terms race and ethnicity are similar and there is a degree of overlap between them. The average person frequently uses the terms \u201crace\u201d and \u201cethnicity\u201d interchangeably as synonyms and anthropologists also recognize that race and ethnicity are overlapping concepts. Both race and ethnic identity draw on an identification with others based on common ancestry and shared cultural traits. A <strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_152_365\">race<\/a><\/strong> is a social construction that defines groups of humans based on arbitrary physical and\/or biological traits that are believed to distinguish them from other humans. An <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_152_356\"><strong>ethnic group<\/strong><\/a>, on the other hand, claims a distinct identity based on cultural characteristics and a shared ancestry that are believed to give its members a unique sense of peoplehood or heritage. The cultural characteristics used to define ethnic groups vary; they include specific languages spoken, religions practiced, and distinct patterns of dress, diet, customs, holidays, and other markers of distinction. In some societies, ethnic groups are geographically concentrated in particular regions, as with the Kurds in Turkey and Iraq and the Basques in northern Spain.<\/p>\n<p>Many individuals view their ethnicity as an important element of their personal and social identity. Numerous psychological, social, and familial factors play a role in ethnicity, and ethnic identity is most accurately understood as a range or continuum populated by people at every point. One\u2019s sense of ethnicity can also fluctuate across time. Children of Korean immigrants living in an overwhelmingly white town, for example, may choose to self-identify simply as \u201cAmerican\u201d during their middle school and high school years to fit in with their classmates and then choose to self-identify as \u201cKorean,\u201d \u201cKorean American,\u201d or \u201cAsian American\u201d in college or later in life as their social settings change or from a desire to connect more strongly with their family history and heritage. Do you consider your ethnicity an important part of your identity? Why do you feel the way you do?<\/p>\n<p>A few traditions, such as favorite family recipes or distinct customs associated with the celebration of a holiday, that originated in their homelands may be retained by family members across generations, reinforcing a sense of ethnic heritage and identity today. More recent immigrants are likely to retain more of the language and cultural traditions of their countries of origin. Non-European immigrants groups from Asia, Africa, the Middle East, Latin America, and the Caribbean also experience significant linguistic and cultural losses over generations, but may also continue to self-identify with their ethnic backgrounds if they do not feel fully incorporated into U.S, society because they \u201cstick out\u201d physically from Euro-American society and experience prejudice and discrimination. Psychological, sociological, and anthropological studies have indicated that retaining a strong sense of ethnic pride and identification is common among ethnic minorities in the United States and other nations as a means of coping with and overcoming societal bigotry.<\/p>\n<div class=\"textbox textbox--key-takeaways\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">&#8220;Dude, what are you?!&#8221;<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>Justin D. Garcia is an author and professor of Cultural Anthropology. In his chapter, &#8220;Race and Ethnicity&#8221; which is featured in the open publication, <em>Perspectives: An Open Invitation to Cultural Anthropology, <\/em>he writes about his own personal experiences (and professional fascination) with presumptive conclusions regarding his race and ethnicity. Below is an exert from that chapter.<\/p>\n<blockquote><p>Throughout my life, my physical appearance has provided me with countless unique and memorable experiences that have emphasized the significance of race and ethnicity as socially constructed concepts in America and other societies. My fascination with this subject is therefore both personal and professional; a lifetime of questions and assumptions from others regarding my racial and ethnic background have cultivated my interest in these topics. I noticed that my perceived race or ethnicity, much like beauty, rested in the eye of the beholder as individuals in different regions of the country (and outside of the United States) often perceived me as having different specific heritages. For example, as a teenager living in York County, Pennsylvania, senior citizens and middle-aged individuals usually assumed I was \u201cwhite,\u201d while younger residents often saw me as \u201cPuerto Rican\u201d or generically \u201cHispanic\u201d or \u201cLatino.\u201d When I lived in Philadelphia, locals mostly assumed I was \u201cItalian American,\u201d but many Puerto Ricans, Mexicans, and Dominicans, in the City of Brotherly Love often took me for either \u201cPuerto Rican\u201d or \u201cCuban.\u201d<\/p>\n<p>I have a rather ambiguous physical appearance\u2014a shaved head, brown eyes, and a black mustache and goatee. Depending on who one asks, I have either a \u201cpasty white\u201d or \u201csomewhat olive\u201d complexion, and my last name is often the single biggest factor that leads people on the East Coast to conclude that I am Puerto Rican. My experiences are examples of what sociologists Michael Omi and Howard Winant (1986) referred to as \u201cracial commonsense\u201d\u2014a deeply entrenched social belief that another person\u2019s racial or ethnic background is obvious and easily determined from brief glances and can be used to predict a person\u2019s culture, behavior, and personality. Reality, of course, is far more complex. One\u2019s racial or ethnic background cannot necessarily be accurately determined based on physical appearance alone, and an individual\u2019s \u201crace\u201d does not necessarily determine his or her \u201cculture,\u201d which in turn does not determine \u201cpersonality.\u201d Yet, these perceptions remain.<\/p><\/blockquote>\n<\/div>\n<\/div>\n<h1>High Culture &amp; Pop Culture<\/h1>\n<p>Do you prefer listening to opera or hip hop music? Do you like watching horse racing or NASCAR? Do you read books of poetry or celebrity magazines? In each pair, one type of entertainment is considered high-brow and the other low-brow. Sociologists use the term\u00a0<strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_152_359\">high culture<\/a><\/strong>\u00a0to describe the pattern of cultural experiences and attitudes that exist in the highest class segments of a society. People often associate high culture with intellectualism, political power, and prestige. In America, high culture also tends to be associated with wealth. Events considered high culture can be expensive and formal\u2014attending a ballet, seeing a play, or listening to a live symphony performance.<\/p>\n<p>The term\u00a0<strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_152_363\">popular culture<\/a><\/strong> refers to the pattern of cultural experiences and attitudes that exist in mainstream society. Popular culture events might include a parade, a soccer (football) game, or the season finale of a television show. Rock and pop music\u2014\u201cpop\u201d is short for \u201cpopular\u201d\u2014are part of popular culture. Popular culture is often expressed and spread via commercial media such as radio, television, movies, the music industry, publishers, and corporate-run websites. Popular culture is known and accessible to most people: you can share a discussion of favorite football teams with a new coworker or comment on <em data-effect=\"italics\">Game of Thrones<\/em> (or another popular show) when making small talk in line at the grocery store. But if you tried to launch into a deep discussion on the classical Greek play\u00a0<em data-effect=\"italics\">Antigone<\/em>, few members of society today would be familiar with it.<\/p>\n<p>Although high culture may be viewed as superior to popular culture, the labels of high culture and popular culture vary over time and place. Shakespearean plays, considered pop culture when they were written, are now part of our society\u2019s high culture. Five hundred years from now, will our descendants associate\u00a0<em data-effect=\"italics\">Breaking Bad<\/em>\u00a0with the cultural elite?<\/p>\n<div class=\"textbox textbox--key-takeaways\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Influences in &#8220;Pop&#8221; Culture<\/p>\n<\/header>\n<div class=\"textbox__content\">Anthropologists sometimes turn to unconventional information sources as they explore gendered culture, including popular television commercials. Interestingly, the 2015 Super Bowl commercials produced for the Always feminine product brand also focused on gender themes in its #Likeagirl campaign, which probed the damaging connotations of the phrases \u201cthrow like a girl\u201d and \u201crun like a girl\u201d by first asking boys and girls to act out running and throwing, and then asking them to act out a girl running and throwing. A companion clip further explored the negative impacts of anti-girl messages, provoking dialogue among Super Bowl viewers and in social media spaces (though, ironically, that dialogue was intended to promote consumption of feminine products). As the clips remind us, while boys and men play major roles in perceptions related to gender, so do the women who raise them, often reinforcing gendered expectations for play and aspiration. Of course, women, like men, are <strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_152_355\">enculturated<\/a><\/strong> into their culture\u2019s gender ideology. Both girls and boys \u2014 and adults \u2014 are profoundly influenced by popular culture.<\/div>\n<\/div>\n<h1>Counterculture<\/h1>\n<p>Sociologists distinguish subcultures from <strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_152_349\">countercultures<\/a><\/strong>, which are a type of subculture that rejects some of the larger culture\u2019s norms and values. In contrast to subcultures, which operate relatively smoothly within the larger society, countercultures might actively defy larger society by developing their own set of rules and norms to live by, sometimes even creating communities that operate outside of greater society.<\/p>\n<div class=\"textbox textbox--key-takeaways\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Counterculture in the USA: 1950&#8217;s-1970&#8217;s<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>In the United States, the counterculture of the 1960s became identified with the rejection of conventional social norms of the 1950s. Counterculture youth rejected the cultural standards of their parents, especially with respect to racial segregation and initial widespread support for the Vietnam War.<\/p>\n<p>As the 1960s progressed, widespread tensions developed in American society that tended to flow along generational lines regarding the war in Vietnam, race relations, sexual mores, women\u2019s rights, traditional modes of authority, and a materialistic interpretation of the American Dream. Hippies became the largest countercultural group in the United States. The counterculture also had access to a media eager to present their concerns to a wider public. Demonstrations for social justice created far-reaching changes affecting many aspects of society.<\/p>\n<p>The counterculture in the United States lasted from roughly 1964 to 1973 \u2014 coinciding with America\u2019s involvement in Vietnam \u2014 and reached its peak in 1967, the \u201cSummer of Love. \u201d The movement divided the country: to some Americans, these attributes reflected American ideals of free speech, equality, world peace, and the pursuit of happiness; to others, the same attributes reflected a self-indulgent, pointlessly rebellious, unpatriotic, and destructive assault on America\u2019s traditional moral order.<\/p>\n<p>The counterculture collapsed circa 1973, and many have attributed its collapse to two major reasons: First, the most popular of its political goals \u2014 civil rights, civil liberties, gender equality, environmentalism, and the end of the Vietnam War \u2014 were accomplished. Second, a decline of idealism and hedonism occurred as many notable counterculture figures died, the rest settled into mainstream society and started their own families, and the \u201cmagic economy\u201d of the 1960s gave way to the stagflation of the 1970s.<\/p>\n<\/div>\n<\/div>\n<div class=\"textbox shaded\">\n<h3>Media Attributions<\/h3>\n<ul>\n<li>The image of college\/university students walking together is by <a href=\"https:\/\/unsplash.com\/@eliottreyna?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Eliott Reyna<\/a> on <a href=\"\/s\/photos\/students?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a>.<\/li>\n<li style=\"text-align: left;\">The image depicting American and Western sub-cultures from 1900-2010 is by Fred the Oysteri. Licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\">CC BY-SA 4.0<\/a>.<\/li>\n<li style=\"text-align: left;\">The image of men in suits with musical instruments depicting the 1940&#8217;s American jazz era is courtesy of William P. Gottlieb\/Ira and Leonore S. Gershwin Fund Collection, Music Division, Library of Congress.<\/li>\n<\/ul>\n<h3>Text Attributions<\/h3>\n<ul>\n<li style=\"text-align: left;\">&#8220;Counterculture in the USA: 1950&#8217;s-1970&#8217;s is adapted from &#8220;<a href=\"https:\/\/courses.lumenlearning.com\/boundless-sociology\/chapter\/culture-worlds\/\">Culture Worlds<\/a>&#8221; by <em>Boundless.com<\/em> which is licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA<\/a>.<\/li>\n<li style=\"text-align: left;\">The three paragraphs under &#8220;Race &amp; Ethnicity as Subcultures&#8221; (edited for brevity) and the section &#8220;Dude, what are you?!&#8221; are adapted from Garcia, J.D. (2017). &#8220;<a href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/af6a3eed-243a-4eeb-8903-65df924a1201\/1\/Perspectives.pdf\">Race and Ethnicity<\/a>&#8220;. In Brown, N. and McIlwraith, T. (Eds), <em><a href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/af6a3eed-243a-4eeb-8903-65df924a1201\/1\/Perspectives.pdf\">Perspectives: An Open Invitation to Cultural Anthropology<\/a>,<\/em> by Society for Anthropology in Community Colleges is licensed under a <a href=\"http:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/\" rel=\"license\">Creative Commons Attribution-NonCommercial 4.0 International License<\/a>.<\/li>\n<li style=\"text-align: left;\"><span id=\"output\" class=\"outputbox\">The opening paragraph and the H5P list of &#8220;Important Factors Comprising Subculture&#8221; are adapted from <a href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Introducing Marketing<\/em><\/a> [PDF] by <a>John Burnett<\/a> which is licensed under <a href=\"http:\/\/creativecommons.org\/licenses\/by\/3.0\" target=\"_blank\" rel=\"noopener noreferrer\">CC BY 3.0<\/a>.<\/span><\/li>\n<li style=\"text-align: left;\">&#8220;The Evolution of American Hipster Subculture&#8221; and the section under &#8220;Counterculture&#8221; are adapted from <a href=\"http:\/\/cnx.org\/contents\/02040312-72c8-441e-a685-20e9333f3e1d\/Introduction_to_Sociology_2e\"><em>Introduction to Sociology 2e<\/em><\/a>. Authored by: OpenStax CNX. which is licensed under <em><a href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\" target=\"_blank\" rel=\"license noopener noreferrer\">CC BY<\/a><\/em>.<\/li>\n<li style=\"text-align: left;\">The section under &#8220;High Culture &amp; Pop Culture&#8221; (edited) is adapted from <em><a href=\"https:\/\/opentextbc.ca\/introsociology2eopenstax\/chapter\/pop-culture-subculture-and-cultural-change\/\" rel=\"cc:attributionURL\">Introduction to Sociology 2e<\/a><\/em> by OSC RiceUniversity which is licensed under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\" rel=\"license\">Creative Commons Attribution 4.0 International License<\/a>.<\/li>\n<li style=\"text-align: left;\">The first paragraph (edited) under &#8220;Consumption Subculture&#8221; is adapted from <em><a href=\"https:\/\/open.lib.umn.edu\/principlesmarketing\" rel=\"cc:attributionURL\">Principles of Marketing<\/a><\/em> by University of Minnesota which is licensed under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License<\/a>.<span id=\"output\" class=\"outputbox\"><\/span><\/li>\n<li style=\"text-align: left;\">The last paragraph under &#8220;Consumption Subcultures&#8221; is adapted from &#8220;Subculture&#8221; (2021, January 26). In <em>Wikipedia<\/em> which is licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA<\/a>.<\/li>\n<\/ul>\n<h3>References<\/h3>\n<p style=\"text-align: left;\">Greif, M. (2010, November 12). The Hipster in the Mirror. <em data-effect=\"italics\">New York Times<\/em>. http:\/\/www.nytimes.com\/2010\/11\/14\/books\/review\/Greif-t.html?pagewanted=1.<span id=\"output\" class=\"outputbox\"><\/span><\/p>\n<p style=\"text-align: left;\">Omi, M. and Winant, H. (1986). <em>Racial Formation in the United States<\/em>. New York: Routledge, 2014.<\/p>\n<p style=\"text-align: left;\">Post, A. (n.d.). <em>Subcultures and Social Media: Mass Differentiation<\/em>. Social Media Data. http:\/\/socialmediadata.com\/subcultures-and-social-media-mass-differentiation\/.<\/p>\n<p style=\"text-align: left;\">Solomon, M., White, K. &amp; Dahl, D.W. (2017). <em>Consumer Behaviour: Buying, Having, Being Seventh Canadian Edition. <\/em>Pearson Education Inc.<\/p>\n<\/div>\n<div class=\"glossary\"><span class=\"screen-reader-text\" id=\"definition\">definition<\/span><template id=\"term_152_372\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_152_372\"><div tabindex=\"-1\"><p>A group of people with common values, beliefs, language, experiences, etc. that exist within a much larger group (culture).<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_152_365\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_152_365\"><div tabindex=\"-1\"><p>Race is a social construct that defines different groups of humans based on arbitrary characteristics that can be related to physical and\/or biological traits. These traits then are used to distinguish groups of humans from one another.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_152_356\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_152_356\"><div tabindex=\"-1\"><p>A distinct group of people with a shared ancestry, identity, and heritage who will often share a common language, religious or spiritual practices, patterns of dress, diet, customs, and holidays.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_152_359\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_152_359\"><div tabindex=\"-1\"><p>A term used to describe cultural experiences, symbols, and attitudes that are often associated with wealthy of 'high class' members of society.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_152_363\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_152_363\"><div tabindex=\"-1\"><p>A term used to describe cultural experiences, symbols, and attitudes that are often associated with members of mainstream society.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_152_355\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_152_355\"><div tabindex=\"-1\"><p>The way in which people learn about culture and shared cultural knowledge.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_152_349\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_152_349\"><div tabindex=\"-1\"><p>A type of subculture that actively opposes and rejects norms, values, and symbols that reflect the larger culture in which it exists.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><\/div>","protected":false},"author":90,"menu_order":5,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-152","chapter","type-chapter","status-publish","hentry"],"part":138,"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/152","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/users\/90"}],"version-history":[{"count":4,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/152\/revisions"}],"predecessor-version":[{"id":476,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/152\/revisions\/476"}],"part":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/parts\/138"}],"metadata":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/152\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/media?parent=152"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapter-type?post=152"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/contributor?post=152"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/license?post=152"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}