Evaluation

Sub culture theory:

A sub culture is a group of people who are united through a common value, i.e. music, clothes, politics, attitudes, etc. A sub culture is also a group who aren't in the mainstream, which in this moment is the pop genre for music. 

There are many different values for a subculture, such as conformity/rebellion as a sub culture is going against the conventional mainstream genre. A sub culture will be either traditional and want to keep the old methods and want to see them in their music videos or they will be 'neophyte', which is when they have new ideas and want to modernise the music they listen to. 

3 different people spoke about sub cultures and how they are created. They are Grant McCracken, CCCS & Hebdige.

Grant McCracken

Grant McCracken said that the postmodern world is full of diversity, dynamism & creativity which helps to appeal to a wide target audience and this is why record labels will rebrand a artist to make them have these values. He also said that if we look at the values and ideologies behind a artist then we will see that all sub cultures can't come from one culture. 

CCCS

The CCCS' view completely ignores McCracken's view on subcultures and they believe that sub cultures are a reaction to the mainstream culture (pop) and that it is up to the individual to decide what they would like to listen to. 

Hebdige

He came to the conclusion that even though subcultures seem to be different, if you look into the subculture in more detail, you will see that they are all determined and derived from the main culture. This could be due to the fact that the mainstream audience will get bored of the main culture so will come up with new styles of music that will have a subtle difference from the main genre.