Fright Night
Taylor Swift, Harry Potter, air force one’s and stanley cups; the omniscient eye of the mainstream has appraised these items at a high value. To be considered “mainstream” is to be considered conventional, the norm. Mainstream culture can be boiled down simply to what is popular at the time, not just in art and water bottle trends, but in attitudes and opinions as well. To be a part of a collective of people who share similar interests can be a very positive and uplifting experience, but it would take a miracle to find something that everybody universally agrees is important. Where do the people who don’t align with the mainstream fit into the landscape of culture? There have always been those who live on the fringes. People who have walked many roads and still manage to pave paths not previously thought to be open or even possible. Groups of people that exhibit characteristic patterns of behavior that differ from norms within a society– a subculture. Most subcultures come from the rejection of certain mainstream values and are usually centered around a music genre or fashion style that serves as unifying symbol to let others know what they stand for. From goth to coquette, jazz and heavy metal, subcultures have a rich history that runs parallel to the ongoing affairs of the mainstream. However, there are moments of collision that can have serious impacts for culture as a whole.
The 1980’s is a decade that is looked back upon with the rose tint of nostalgia. Modern media pulls heavily from the neon-soaked aesthetics of this era with a reverence that makes it seem as if the world of yester-year was brighter and full of endless possibilities. While this view is not necessarily revisionist, the truth of the matter is that due to the tension between the U.S and Soviet Union, any behavior that could be construed as anti-american was heavily criticized. While some fondly remember watching MTV and going to the new mall that was just constructed in the neighborhood, people who belonged to subcultures that subverted the values of the time were the primary target for smear campaigns by politicians and moralist groups. The 1980’s revitalized a centuries old mass hysteria that we now call the “Satanic Panic”, a moral panic that claimed a large underground cult of satanists were conducting sadistic rituals on children and other unwilling victims. Accusations of ritual abuse grew at astronomical rates from the beginning of the decade well into the 1990’s. These accusations were thrown around with reckless abandon, mainly targeting people who did not fit the standard of normalcy that was upheld under the Reagan Administration, such as non-religious people, members of the LGBT communities and racial minority groups. Many of these claims were not able to be substantiated, but with mass media coverage of court cases like the McMartin Preschool trial, the perpetuation of these rumors continued to cause harm to the livelihood of those accused. This is just one example of the demonization used against subcultures.
In the third edition of “Folk Devils and Moral Panics: The Creation of the Mods and Rockers” by sociologist Stanley Cohen, he states “moral Panics are condensed political struggles to control the means of cultural reproduction. Studying them…allows us to identify and conceptualize the lines of power in any society, the ways we are manipulated into taking some things too seriously, and other things not seriously enough.” At any point in history, you can find an example of dominant groups using moral panics to paint subcultures as the cause of societal issues; Hippies in the 1960’s, punks in the 1970’s, grunge in the 1990’s and rap music in the 2000’s. Most of the criticism hurled at subcultures stem from the belief that they promote antisocial behaviors and delinquency in the youth. This misrepresentation is amplified by mass media outlets. Sensationalist news cycles then create harmful stereotypes that, with repeated viewing, are absorbed by the mainstream as a value to uphold. With these newly created folk devils, politicians use the irrational fear of the perceived “other” to enact policy that leverages more control over those deemed “undesirable”. The cyclical nature of scapegoating and moral panics is something that is measurable and has been happening for quite some time. Almost every subculture (especially those with a much more visually striking fashion sense) have come under fire at some point.
Another consequence of media coverage on subcultures is that the mainstream often co-opts symbols from these groups and commodifies them. This strips the symbol of its subversive meaning, turning it into a product. Things that were once associated with vulgarity and obscenity can now be purchased at Hot Topic. The music that inspired a revolution now plays over the speakers when you shop for produce. While some may interpret this as a loss in value for subcultures, a different perspective is that the ability for the mainstream to adopt a new set of ideals that were first put in place as a protest to the status quo shows that progress is being made. Looking deeper into the messaging and core beliefs of alternative lifestyles, a major throughline that threads them together is the belief in the power of autonomy and freedom of expression.
The creation of subcultures is an important process that can have benefits for society at large. Demonization and commodification have stripped important context from the messages that these groups are fighting for and have allowed people to not critically engage with the symbols that once were badges of defiance. While the message may be diluted, the essence of the subversive nature will always be there for people to discover. The truth that lays at the foundation of many subculture movements still resonates with people today.
Written by Jesse Carrasco, Photography: Jackie Burns, Design: Emma Palmer, Social Media: Bella Hanson, Styling: Ryan Velasco