S.Jeannot Hybrid Assignment 6
Terranova characterizes the relationship of subcultural movements to capitalism as being intertwined. Subcultures are usually defined as a “cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture.” (Oxford English Dictionary) Although they may be intertwined I do agree with Terranova that such movements are not appropriated by capital from the outside.
In Terranova’s article she explains how the subcultural movements and capitalism are intertwined by saying “this has often happened through the active participation of subcultural members in the production of cultural goods (e.g., independent labels in music, small designer shops in fashion).” (2015:53) The subcultural movement is fueled by the digital economy and allows those who have access to content or use distribution networks to actually make these subcultural members part of the capitalistic process.
When I think of subcultural movements it makes me think of small businesses and independent contractors. One such business practice that I find interesting and does not appropriate capital from the outside are sneaker resellers. The reselling of sneakers has become a billion dollar industry and in no way do they get capital appropriated from the outside. Granted, you must first purchase the sneaker itself which helps to stuff “the pockets of multinational capitalism” but all of the profits from reselling the sneaker goes right into the pocket of these subcultural members. What’s remarkable about this subculture is how young its members are. There are kids in their tweens all the way up to their late 40’s who comprise this subculture.
Again, I do believe that Terranova was right when she said that such movements are not appropriated by capital from the outside. A lot of times when small businesses open up they do so because these subcultural members don’t want to directly work for or deal with huge corporations. The digital economy has paved the way for more people to profit at a smaller scale.
