Pre Class Blog - Subculture & Media example

Our text “From Culture to Hegemony; (ii) Subculture:

The Unnatural Break” by Dick Hebdige argues that subcultures ‘represent “noise” ’ and not sound; an example for this was specifically given through the music by the Sex Pistols. Their music when it came out was shocking and uncomforting to the majority of society because it was something they were not ‘used’ to. The Sex Pistols, as Hebdige argues, ‘violated the authorized codes through which the social world is organized and experienced have considerable power to provoke and disturb.’ (153) The Sex Pistols were a spectacular subculture because they expressed forbidden contents in forbidden forms. I researched some of their lyrics and found that they spoke their mind purely, freely and did not fear to speak their mind.

(EMI

There's unlimited supply

And there is no reason why

I tell you it was all a frame

They only did it 'cos of fame

Who?

E.M.I. E.M.I. E.M.I.

Too many people had the suss

Too many people support us

Un unlimited amount

Too many outlets in and out

Who?

E.M.I E.M.I E.M.I

And sir and friends are crucified

A day they wished that we had died

We are an addition

We are ruled by none

Never ever never

And you thought that we were faking

That we were all just money making

You do not believe we're for real

Or you would lose your cheap appeal?

Don't judge a book just by the cover

Unless you cover just another

And blind acceptance is a sign

Of stupid fools who stand in line

Like…)

When such a subculture, as the Sex Pistols, emerge it is at first exploited in the media. It is made a spectacle and fluctuates between ‘dread and fascination, outrage and amusement; Shock and horror headlines dominate the front page.’ (154) Therefore it is both celebrated and ridiculed or reviled. Hebdige explains that there are two forms of incorporation when subcultures emerge.

The first being ‘the conversion of subcultural signs in

to mass-produced objects; and the second the “labeling” and re-definition of deviant behavior by dominant groups – the police, the media, the judiciary’. (155)

If something can make a statement (the best is to make it shocking because it will automatically be exploited in the media) it will catch people’s attention through the media and there will be people who will follow ‘this statement’. Therefore ‘it’ can be reproduced into a commodity of some form and be consumed.

I added two fashion images of 'high heel shoes' that have made a statement and probably a quite shocking one. Yet according to Hebdige 'each new subculture establishes new trends, generates new looks and sounds which feed back into the appropriate industries'. (155)

AHC - Geena Krueger