Style and the self : between subculture and individuality

Abstract

The aim of this dissertation is to explore the function of style in relation to both the individual and the community within a subcultural context. Apart from analysing fashion- and music-based subcultures like the Punk, Goth and Metalhead subcultures, this study also considers Geeks as an online subculture. Therefore, the function of style in digital subcultures and how it is influenced by the media are also considered. In the end, it is found that style is linked not only with appearance but also with purchases made. Appearance acts as the embodiment of a person’s thoughts and values, while purchases represent what an individual believes will best reflect its self. Style is the difference between each person’s possessions. In a subculture, appearance and merchandise display adherence to the community. In online subcultures, however, appearance and material possessions are not as crucial, and style takes the place of knowledge, status and inventory possessed by the online user. Hence, style remains important in digital subcultures to identify between one individual or subcultural community to another, but it loses its physicality to adapt to the virtual world.