A Sub-Cultural Style - Essay Example

Youth Sub-Culture Under the present context of sub- cultural styles, I believe that it is no longer a form of resistance to dominant social and ideological forms within capitalist society because it is already influenced by consumer culture. A sub-cultural style is a norm of behavior mostly found in a group that differentiates them from the majority. They can be identified from the way they carry themselves, such as their style, clothing, music, activity, ethnic background, or other areas. Let us take the specific example of the hip-hop as a sub-culture. I have based my contentions on the premise of the popularity of the hip-hop music that have captured the imaginations of big corporations and saw it as an opportunity for commercialism. As hip-hop grew into a phenomenal culture, Dr. Reese (2000) said McDonalds, Coca-Cola, Sprite, Nike, to name a few capitalized, on this behavior. Hip-hop differentiates from mainstream music (hot jazz at that time) as it is hooked on messages using harsh language, sex and violence, the kind of genre that mostly belonged to the youth. Dr. Reese supposed that the youth found a platform to air their sentiments against the society thru this art form of sub culture which later on was brought into being in the commercial market. Evidence of commercialism is seen in the study of David Reisman, cited in an article (“Subcultures”, n.d.) when he had “passively accepted commercially provided styles and meaning, and a sub culture which actively sought a minority style and interpreted it in accordance with subversive values”. The hip-hop subculture, I believe, no longer represent the sentiment of resistance because it has been replaced by the unspoken message of belonging and youth identity which I construe as a fad. Language they used today may be outdated later on. This is shown by the street language (slang), baggy pants, cap worn backwards, expensive sneakers and their style of rap music. It is a passing trend of youth’s platform of rebellion as shown by the punk rock, heavy metal rocks and other forms of alternative music that stirred up youths’ imagination for a while. To illustrate my point, hip-hop has gathered tremendous popularity all over the world, and its commercial value has been estimated to be 150% of shares in music album sales for the last ten years, and is figured out to be increasing. (Reese, 2000). The potentials of the rap music was discovered by the music industry, film industry, and the print media, so much so, that in a span of time, hip-hop has been elevated to the mainstream. This means that by being a mainstream music, I conclude that it has lost its essence as a sub-culture. Hip-hop as a sub-culture became a term of endearment, not anymore as resentment, as the language they used is picked up by youths in different walks of life all over the world. As an example, the slang language is spoken by Asians, Americans, and others as they seem to be a unifying sign of their culture. For instance, even if the youth have different first language, they understand the slang language of the hip-hoppers. Conclusively, hip-hop bounds youth in linguistic language, such that in a sample cited in Dr. Reese, a Japanese teenager, wearing hip-hop clothes, can speak the slang language clearly, but cannot speak English language. As a form of expression of maybe of fashion, hip-hops chose to adorn themselves expensively and differently. This fashion has been carried out worldwide, and still has been influenced by commercialisms from movies and magazines. For example, Dr. Reese said that African Americans, Whites, Latinos and Asian Youths, ages 12 to 22 dress the same way regardless of their ethnicity. In 1950s, study said, fashion was influenced by “Happy Days” scene wherein black leather jacket and greased hair was in; It was followed by the hippie and bohemian look in 1960s and in 1990s, the hip hop fashion of baggy pants, etc. The protests of mainstream music against proliferation of hip hop genre made Simon Russell as the first millionaire to take advantage of its popularity. Russell theorized that “the more resistance there is, and the more controversy there is, the more the people are going to buy it” (Reese). Parents contradicted hip-hops as well as the messages it conveyed and complained against it, whereas the youth meanwhile were convinced that it is a liberating experience to express their feelings about “status quo.” According to Dr. Reese, citing Nelson George, the best chronicler of hip-hop music, “New music of any generation is always scary to parents”. The phenomenal success of rap music and hip hop brought to the success and popularity of singing groups like Bubula Tribe, Undercover, Asiatic apostles, Brotherhood, the Seoul Brothers who have crossed ethnic boundaries to bring their music. There are also white rappers who were all quite successful such as The Beastie Boys, 3rd Bass and the Vanilla Ice. These groups focus their messages in the core of social issues about crimes and hate and delivered in a “cool, didactic and unabashedly rebellious” rap. (Ressee) Attitude about hip-hops I think have changed. It is not only about music, but is now a life-style that is seen among the youth worldwide. With hip-hop language and attitude, Dr. Reese saw the chance of the youth relating and understanding each other. He goes on to explain that although there are differences in the society such as racism, it is not enough reason for youth not to enjoy the collective influence of hip hop in America and in other places. Commercialism is still shown in other areas such as sitcoms, movies and magazines, who altogether take advantage of hip-hop popularity. Comical situations were spoof of hip-hops, while editors raked in profits from multicolored music magazines that speak of its language and culture. For example, the ethnicity of Vibe magazine resulted to increased sales, and movies depicting multicolored issues were commercial success. I still contend commercialism in the hip-hop culture because as study showed, this culture has many positive values aside from music. It is a good business for myriad of organizations that capitalize on its popularity and considering further that the African-American market has about $325 billion purchasing power. For example, the music industry such as the Universal Music Group has employed minorities in the company. This company, per record, has the number one in market share in the U.S. Latin America, Europe and Australia. Their labels have 23% global market share and 25% in the U.S. In this sense, the music industry, as represented by this company, has taken advantaged of the broad appeal of this culture that bridge ethnic gaps, but no longer to represent resentment of the youth in particular. Conclusion Sub-culture is a term that describes differentiation from the norms. It used to be perceived as belonging to rebellious youth, delinquency and radical advocacies. I personally think that sub-culture is developed in the youth because of peer relations and of the feeling of belonging, being accepted as one in the group, and not necessarily of resentment and rebellious reasons. The youth is a stage of life wherein it is mostly misunderstood, and they find acceptance in the culture when they understand, behave and speak their language. Thus, sub-culture alienates them from the mainstream as they tend to act differently that adults construe it as a form of resistance and rebellions. Little do we know that youth wanted to have their own identity that is found in various activities that is far different from the others. Often enough, it is misunderstood, and this becomes a conflict between parents, society and the youth who do not see clearly the objectives of the sub-culture. It only becomes clear when a sub-culture is accepted, institutionalized and in many forms commercialized. Thus, the hip-hop culture became an accepted idea as it was popularized and consumerism was introduced. Based on the arguments presented, I stand that there is no sense to consider hip-hop, as a sub-culture, as a form of resentment, but rather a point to pursue profit motivation that took advantage of the phenomenon. Nevertheless, there are some good things that hip-hop culture gave to us. First, it became of freedom of expression of the youth to have an identity that crossed borders, which is not a bad idea. It brought youth to closer understanding of each other’s culture through the unique language (slang) they used, and knowing that each is not alone in their problems. The hip-hop showed universality of attitudes among the youth that is hard to follow by any other future culture or endeavor. However, the essence of this sub-culture through the messages that it wants to portray seem to be lost in the commercial spirit that abounds. Thus, in some of the passages of Dr. Reese, when the sub-culture becomes an accepted norm, it has lost its differentiation from the mainstream, and can no longer be classified as a sub-culture. w.c. 1529 References R. Reese, 2000. From the Fringe, the Hip Hop Culture and Ethnic Relations. Articles. Popular Cultural Review, Volume XI No. 2, Renford Reese. Retrieved 18 August 2010 from http://www.csupomona.edu/~rrreese/HIPHOP.HTML “Subcultures” n.d. Definition. Retrieved 18 August, 2010 from http://www.jahsonic.com/Subculture.html , Read More