Subculture and Identity Postmodern Concepts of Identity
Find Your Tribe assumes… • Our consumption is an expression of our identity (we express our identity through consumerism/ what we buy) • Our behaviour is an expression of our identity • Our identity comes not from our family/ background/ religion etc • We choose our identity, choosing to collect into groups • Our identity is fluid, and can change over time/ according to our pick’n’mix approach • The need to collect/ to have a collective identity is central to who we are. With out collectivity, there is no identity
Michel Maffesoli • “The time of tribes” • Mass culture has disintegrated • Today, social existence is conducted through fragmented tribal groupings, organized around the catchwords, brand-names and sound-bites of consumer culture • The rise of ‘identity politics’ • The ‘proliferation of lifestyle cultures’
My finger is glued to my chin