Cultures, Subcultures,and Culture Jamming
The meaning of styleStyle in subculture is, then, pregnant with significance. Its transformationsgo “against nature,” inte...
Hegemony
Culture jamming
Culture jamming
Culture jamming
Culture jamming
Style as . . .
Teddy Boys
Teddy Girls
Rockers
Mods
Mods vs. Rockers
Punks
intention - bricolage - revolt -          homology
Incorporation
Culture Jamming or Incorporation?
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Cultures, Subcultures, and Culture Jamming

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Cultures, Subcultures, and Culture Jamming

  1. 1. Cultures, Subcultures,and Culture Jamming
  2. 2. The meaning of styleStyle in subculture is, then, pregnant with significance. Its transformationsgo “against nature,” interrupting the process of “normalization.” As such,they are gestures, movements towards a speech which offends the “silentmajority,” which challenges the principle of unity and cohesion, whichcontradicts the myth of consensus. Our task becomes . . . to discern thehidden messages inscribed in code on the glossy surfaces of style, totrace them out as “maps of meaning” which obscurely re-present the verycontradictions they are designed to conceal. (18)The struggle between different discourses, different definitions andmeanings within ideology is therefore always a struggle withinsignification: a struggle for possession of the sign, which extends to eventhe most mundane areas of everyday life. . . . [C]ommodities are indeedopen to a double inflection: to “illegitimate” as well as “legitimate” uses.These “humble objects” can be magically appropriated; stolen” bysubordinate groups and made to carry “secret” meanings: meanings whichexpress, in code, a form of resistance which guarantees their continuedsubordination. (17–18) ~ Dick Hebdige, Subculture: The Meaning of Style
  3. 3. Hegemony
  4. 4. Culture jamming
  5. 5. Culture jamming
  6. 6. Culture jamming
  7. 7. Culture jamming
  8. 8. Style as . . .
  9. 9. Teddy Boys
  10. 10. Teddy Girls
  11. 11. Rockers
  12. 12. Mods
  13. 13. Mods vs. Rockers
  14. 14. Punks
  15. 15. intention - bricolage - revolt - homology
  16. 16. Incorporation
  17. 17. Culture Jamming or Incorporation?
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