Subcultures

In all aspects of society and culture there are subcultures present. These subcultures are groups of people, typically sharing a similar culture, which differentiates them from culture in a broad sense. This is true as well for technology as well, as many subcultures are formed by or around a particular from of technology. In his book, “The New Media and Cybercultures Anthology,” Pramod Nayar explains, “In every age,  dominant classes and groups seek to control technology in order to reinforce dominate interests. However, subordinated and marginalized groups also appropriate the same technology for purposes of political resistance and subversion.”

According to Nayar and Sarah Thorton, a subculture can be defined as the following:

Subculture >> Subordinate, subaltern or subterranean. Subcultures are often – but not always, since there could be formations within a mainstream community – the marginalized, oppressed or illicit groups that share a common ideology and cultural practices.

Many subcultures utilize technology for social or cultural purposes. For example, in 2003, South Korea’s LG Electronics released the LG-G5300 phone, which included a powerful Global Positioning System that would allow Muslim users to locate Mecca and all times.”No matter where the faithful are at the call to prayer, they will be able to easily identify the direction of Mecca with this phone,” says Kenn Suh, Executive Vice President, Telecommunication and Hand Set Division, LG Electronics. “Currently, mobile phones are taking to the mainstream by catering to local geographical and cultural demands.” This is a remarkable example of how technology has not only help to shape a culture but become engrained in it.

There are countless subcultures present today and many have been established around a particular form of media or technology. Here’s an entertaining vlog called Subtokyo by Alex Kobayashi, that covers technology and entertainment subcultures in Japan.  This video introduces a few of the subjects covered in Alex’s regular vlog updates. As he puts it, “Subtokyo is a Culture blog bringing to you current up to date pieces of awesome subculture straight from Tokyo, Japan. Focus is on cool things in Japan, Anime/Manga, Tech, Videogames, Events, Food, and etc.”

You can check out more videos here: Subtokyo

Although certain subcultures use technology to extend or enrich their culture, there are others who exploit it as a form of rebellion against the constraints of mainstream society. One example of employing technology as a diversion from mainstream culture is the Punk movement. All the aspects of Punk culture, from the bright colored hair and grungy dress to the style of music and attitudes was in direct opposition to the mainstream preference of classical opera, formality, and cultured or museum arts. Subcultural movements, such as the Punk era, often cause outbreaks of panic or anxiety and are sometimes with firm oppression.

In Japan, youth subcultures are incredibly vibrant. From Hello Kitty outfits to hot pink wigs, the goal is to make a statement. “Street fashion” and technology play a tremendous role in the lives of young individuals and a mixture of current and traditional trends is adopted.

Here’s a great article from Outsider Japan that explains the different significances represented in various youth social groups: Japanese Youth Subcultures. 

This video is a slideshow showing the fashion and social trends of the Manba and Ganguro.

And, here is one made by a young girl about Kawaii “cute” style.

No matter the conditions, subcultures will undoubtably form alongside the continually developing technologies in our society. Today, technology is used not only as a form of divergence from the mainstream, but also in the efforts of politics, war and environmental issues. In fact, just a few days ago, Greenpeace activists occupied a Shell oil drilling ship in the Arctic and were able to communicate with supporters via social media. Although the protestors, including actress Lucy Lawless (whom you might know as Xena Warrior Princess), were arrested and charged with “unlawful tresspass” they consider their endeavor a success.

One News reported on the protest and interviewed leading lady Lawless. “She said the success of their campaign was evident in the way that over the course of the four day occupation, more than 133,000 people sent an email to Shell executives telling them to cancel their plans to drill in the Arctic, causing Shell email systems to overload repeatedly.Thousands of people around the world also sent messages of support to Lawless and the activists via social media and the hashtag #SaveTheArctic, which featured on banners hung from the drillship, has trended on and off around the world over the past four days. Celebrities like actor Jared Leto and the official Beatles Twitter account also posted messages to their followers.”

The “success” of this campaign was largely due to the overwhelming support offered up through social media platforms, such as Twitter and Facebook. The ability for fans and fellow activists to instantly deliver notes of encouragement to the team aboard the Shell drilling ship had a huge impact on the nature of the organization and the determination of those protesting. Once there was picketing, now there’s tweeting.

Here’s a link to the article: Greenpeace activists “proud” of oil ship protest