Abuse and aggression in courting couples

ABSTRACT

This paper examines the commercialization of an alternative youth subculture. Sociologists have typically focused on the ways that authorities have attempted to repress and censor youthful rebellion, but less attention has been given to their appropriation by mass media and consumer markets. In fact, I argue that condemnation by authorities has often made deviance more alluring for some young people, while commercialization appears to dilute the adversarial qualities of youth culture. I use the concept “subcultural capital” to explain both the economic value of youthful rebellion and the process of co-optation that occurs when it is absorbed into the consumer culture. While labeling and other disciplinary forms of societal reaction have attempted to enforce the boundary between deviance and normality, commercialization can have the opposite effect of conflating these boundaries.