This document discusses how libraries can make their services truly multicultural by understanding and engaging with subcultures. It defines subcultures as groups that distinguish themselves through shared aesthetics, interests, and views. Librarians are encouraged to recognize how subcultures influence library trends and to consider members' needs without making assumptions. Specifically targeting collections, programs, and instruction to interests of subcultural groups could help libraries attract new advocates.

1. This is a Modern WorldThis is a Modern World
Sub Cultures and Sub Genres: Make your librarySub Cultures and Sub Genres: Make your library
service truly multiculturalservice truly multicultural

2. Let’s Identify a SubcultureLet’s Identify a Subculture
►Come together, on a local and national levelCome together, on a local and national level
to socialize and skill share.to socialize and skill share.
►Create their own publications andCreate their own publications and
organizations.organizations.
►Are constantly struggling to re identifyAre constantly struggling to re identify
themselves and find their relevance in thethemselves and find their relevance in the
world.world.
►Have created their own social hierarchy.Have created their own social hierarchy.

3. LIBRARIANSLIBRARIANS
While we are a profession,While we are a profession,
much of our behavior mimicsmuch of our behavior mimics
that of a subculture.that of a subculture.

4. Under Your InfluenceUnder Your Influence
► Librarians involvementLibrarians involvement
in a subcultures mayin a subcultures may
explain their choice inexplain their choice in
the profession (Geekthe profession (Geek
is now thought of as ais now thought of as a
subculture).subculture).
► Many changes in ourMany changes in our
profession can beprofession can be
attributed to theattributed to the
influence ofinfluence of
subcultures andsubcultures and
countercultures.countercultures.

5. Beyond Race and ClassBeyond Race and Class
►SubcultureSubculture
►CountercultureCounterculture
►Youth CultureYouth Culture
►Urban TribesUrban Tribes
►EnthusiastEnthusiast
►““Scene”Scene”
In the (post) modern worldIn the (post) modern world
we are all looking for ourwe are all looking for our
place. We can no longerplace. We can no longer
rely on our ethnicity andrely on our ethnicity and
ancestry for identity.ancestry for identity.
As librarians we areAs librarians we are
challenged by a societychallenged by a society
becoming fragmented andbecoming fragmented and
increasingly complex.increasingly complex.
We can resign ourselves toWe can resign ourselves to
serving a increasinglyserving a increasingly
smaller “norm” or we cansmaller “norm” or we can
learn to embrace diversitylearn to embrace diversity
outside of class and race.outside of class and race.

6. What Is A SubcultureWhat Is A Subculture
In Sociology and CulturalIn Sociology and Cultural
Studies it is DefinedStudies it is Defined
as…as…
A group of people with aA group of people with a
culture (whetherculture (whether
distinct or hidden)distinct or hidden)
which differentiateswhich differentiates
them from the largerthem from the larger
culture to which theyculture to which they
belong.belong.

7. Sociology and SubculturesSociology and Subcultures
► The Chicago School is bestThe Chicago School is best
known for its analysis of howknown for its analysis of how
the urban environmentthe urban environment
affects human behavior. Itsaffects human behavior. Its
members studied socialmembers studied social
structures and physicalstructures and physical
environmental factors, ratherenvironmental factors, rather
than genetic and personalthan genetic and personal
characteristics, in thecharacteristics, in the
development of humandevelopment of human
interaction.interaction.

8. Identification of a SubcultureIdentification of a Subculture
► Distinctive use of aesthetics.Distinctive use of aesthetics.
► A symbolic use of style whichA symbolic use of style which
can be interpreted by othercan be interpreted by other
members of the same culture.members of the same culture.
► Affinity to a particular type ofAffinity to a particular type of
music, physical activity (sport),music, physical activity (sport),
style of art, or geographicstyle of art, or geographic
territory.territory.
► An often antagonistic view ofAn often antagonistic view of
normal society and socialnormal society and social
conformity.conformity.

9. The Urban TribeThe Urban Tribe
► The urban tribe is aThe urban tribe is a
microgroup of people whomicrogroup of people who
share common interests inshare common interests in
metropolitan areas. Themetropolitan areas. The
members of thesemembers of these
relatively small groupsrelatively small groups
tend to have similartend to have similar
worldviews, dress stylesworldviews, dress styles
and behavioral patterns.and behavioral patterns.
► Defined by FrenchDefined by French
sociologist Michelsociologist Michel
Maffesoli, 1985.Maffesoli, 1985.

10. Types of Subcultures?Types of Subcultures?
► PunksPunks
► GothsGoths
► GammersGammers
► TechiesTechies
► BeatsBeats
► HippiesHippies
► RaversRavers
► ModsMods
► MetalheadsMetalheads
► Urban PrimitivesUrban Primitives
► FurriesFurries
► SukebansSukebans
There the are sub- subcultures… punkThere the are sub- subcultures… punk
is the base of several. Skinheads,is the base of several. Skinheads,
hipsters, artpunks, hardcore kids,hipsters, artpunks, hardcore kids,
straight edge and many others arestraight edge and many others are
rooted in punk.rooted in punk.
Some embrace their subculture, othersSome embrace their subculture, others
see it as a stereotype.see it as a stereotype.

11. Subcultures in the LibrarySubcultures in the Library
►Teen ServicesTeen Services
►Children’sChildren’s
Services/ParentsServices/Parents
►Collection developmentCollection development
►ProgrammingProgramming
►Adult instructionAdult instruction
►Non traditional libraryNon traditional library
servicesservices

12. Sub Cultures andSub Cultures and
Emerging Genre’sEmerging Genre’s
►Punk is now added to anything outside thePunk is now added to anything outside the
norm… Cyber Punk, Steam Punk, andnorm… Cyber Punk, Steam Punk, and
Horror Punk (just saw that one the otherHorror Punk (just saw that one the other
day).day).
►Urban Fiction is very much a part of theUrban Fiction is very much a part of the
“street” lifestyle, which can be defined as a“street” lifestyle, which can be defined as a
subculture.subculture.
►Modern art, music, and literature is oftenModern art, music, and literature is often
influenced by sub/counterculture.influenced by sub/counterculture.

13. Not Judging a Book By It’s CoverNot Judging a Book By It’s Cover
►Some subcultures have similar aesthetics,Some subcultures have similar aesthetics,
but vastly different tastes and values.but vastly different tastes and values.
►Members of a subculture are not alwaysMembers of a subculture are not always
comfortable being identified by it, especiallycomfortable being identified by it, especially
by outsiders.by outsiders.
►You may find that many of these groupsYou may find that many of these groups
may become library advocates.may become library advocates.
►Nothing is more D.I.Y. than the library.Nothing is more D.I.Y. than the library.

14. In ClosingIn Closing
We need to rethink how weWe need to rethink how we
categorize our collections and thecategorize our collections and the
people we serve. Whilepeople we serve. While
subcultures are a small segmentsubcultures are a small segment
of the population, they need to beof the population, they need to be
taken into consideration whentaken into consideration when
tooling our library services. Theytooling our library services. They
could make strong advocates forcould make strong advocates for
your organization.your organization.