Regaining control through reclamation: how consumption subcultures preserve meaning and group identity after commodification

  title={Regaining control through reclamation: how consumption subcultures preserve meaning and group identity after commodification},
  author={Kristen Schiele and Alladi Venkatesh},
  journal={Consumption Markets \& Culture},
  pages={427 - 450}
ABSTRACT We examine the process of subcultural commodification where group meanings of a Japanese youth consumer subculture (i.e. Harajuku) are created, fragmented, and then commodified by the mainstream culture. We consider the role of authenticity in subcultures and specifically what it means to reclaim meanings and group identity after commodification. Using a multi-method ethnographic approach, we explore how a subculture reacts when faced with co-optation. In light of the Harajuku group's… 
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