Youth Sub-Cultures

What is a youth sub-culture? 
A group of individuals who are united through common value system and taste ( clothes and music)
OR
A group of people who are positioned outside of the mainstream, and who unify as a response to the mainstream.

The Postmodern View- Plenitude
Grant McCracken took a different attitude:

• The postmodern world is full of diversity, dynamism and creativity
• CCCS's view ignores this - assumes basically that all sub- cultures have similar origins (reaction to mainstream)

There are two views of the relationship between pop music and youth..

• Pop stars are constructed to appeal to specific market with specific values
• The audience are also unpredictable in their likes and dislikes that record companies can never truly know how to target them