Subcultures Want Change

So far, we have looked at subcultures as groups of excluded individuals who band together with shared perspectives, opinions, interests, goals, et cetera, to create their own “social world” (Irwin 74). We have learned that many subcultures long to have their art seen and their voices heard by the dominant culture. But what happens when subcultures are formed specifically to invoke change on the dominant culture? Using subcultural tactics, such as deviance, postmodern art and appropriation, the concept of media activism is made possible for these social groups.

In this online universe, it has never been easier to become a regular content producer and media activist. The ability to access and broadcast information is as simple as a click of a button. The Web gives subcultures a platform for anonymous expression and action. Activist groups, like the Yes Men, use this anonymity to become deviants in a capitalist society. Watch the trailer for The Yes Men Fix the World below to gain a better understanding for what the Yes Men are capable of doing.

In a corporate setting, it is clear that the Yes Men are the underdogs. The devious nature of the Yes Men’s schemes adheres to the subcultural notion of presenting shock value to an audience. Though the Yes Men aim to fit into the dominant culture by appearing inconspicuous, they still aim to gain attention. This attention is meant to inspire action on the part of the spectators and corporate victims of each scheme.

Corporate and government entities seem to be the “central target[s] of [subcultural] anger” (Crimp & Rolston 358). Where the Yes Men are sneaky in their approaches to “fix the world” created by these powerful enemies, other activist groups, like ACT UP, use intensely noticeable tactics. ACT UP is an AIDS activist movement in New York that uses mass media, postmodern art and appropriation to deliver their messages to the public and government. By demonstrating on the busy streets of New York and relaying powerful and recognizable images to mass audiences, this oppressed subculture hopes to create change by creating awareness. From its beginning, the ACT UP community has made very clear their message through visual elements. Douglas Crimp and Adam Rolston write in their essay “AIDS Activist Graphics”:

The graphics not only reflect that knowledge, but actively contribute to its articulation as well. They codify concrete, specific issues of importance to the movement as a whole or to particular interests within it. They function as an organizing tool, but conveying, in compressed form, information and political positions to others affected by the epidemic, to onlookers and demonstrations, and to the dominant media.

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Image courtesy of: hivmsmblog.files.wordpress.com

            It is clear that “the subculture has become a concrete action system” (Irwin 75). While providing the basis for rebellion and action, subcultures are already established within society. By bending the rules and making themselves known, subcultures are the perfect catalyst “to get [society] to pay attention” (Crimp & Rolston 361). When it comes to media activism, subcultures are able to make their political statements on a bigger scale, to reach a bigger audience and to create a bigger change.

Works Cited

Crimp, Douglas and Adam Rolston. “AIDs Activist Graphics: A Demonstration.”

      The Subcultures Reader. 2nd ed. Ken Gelder. London: Routledge, 2005. 358-

      366. Print.

Irwin, John. “Notes on the Status of the Concept Subculture.” The Subcultures

      Reader. 2nd ed. Ken Gelder. London: Routledge, 2005. 73-77. Print.