January 13, 2020

001 Abstract

The topic of this study is post-subculture. The study develops its primary case study, Sunbird Records, as a way of implementing post-subcultural discourse in practice. Between the late 1970s and the present, there has been an important shift in the evolution of alternative culture. This transition, from subculture (Hebdige, 1979) to post-subculture (Thornton, 1995), has … Continued

January 10, 2020

002 Introduction

Between the late 1970s and the present, there has been an important shift in the evolution of alternative culture. This transition, from subculture (Hebdige, 1979) to post-subculture (Thornton, 1995), has yet to be comprehensively understood by cultural discourse or applied practically as a method for cultural production. To this end, the present study is concerned … Continued

January 9, 2020

003 Introduction

According to Maffesoli there is a differentiation to be made between “the masses”, “the process of disindividuation” and “the individual” (Maffesoli, 1996, p.6). When Maffesoli suggests that the notion of masses exist “without any precise goals”, he means that they lack distinct collective symbiotic objectives or, in other words, they function as individuals unwittingly in … Continued

January 8, 2020

004 Introduction

This shift is most prevalent in the social organisation of independent record labels and is specifically identifiable in a label’s graphic productions, such as in its identity, media and performance. In his book The Time of the Tribes, Maffesoli first articulates the notion of neo-tribalism as a direct reaction to what he terms “massification”, or … Continued