Media Culture

This essay examines the youth subculture movement and its historical, social, and political significance in relation to media and subculture. It also explores the values associated with media and subculture and analyzes their impact.

Running head: MEDIA CULTURE 0
Media Culture
20 19

Running head: MEDIA CULTURE 1
“Media” is a word ruling every corner of earth and works as a channel for communication.
Medium would be the most appropriate word defining its significance in every area.
“Subculture” refers to those groups of people who are different in terms of having their own
values, beliefs and which definitely differentiates them from that large group of culture which
they belong to (McBean, 2018) . It tries to explain that on one hand it connects people and
fills communication gaps whereas, other side defines people who have independent
personalities. Media and subculture has emerged in similar context as both connect those with
similar and significant personalities and thinking abilities (Genestet et al., 2019). Presently,
youth subculture highly contributes in relation with multicultural structure where youths are
unable to go beyond popular culture at most of the time. On that note, this essay will examine
youth subculture movement with the meaning of media and subculture and it’s historical,
social and political significance. Also, what all are the associated values and the reason
behind values being centralised to media and subculture with images reflecting values will be
examined and analysed.
Youth subculture is a youth based culture with different styles, behaviours and attentiveness.
(Arivdsson, 2006). Global trends do impact and attract youth subculture among which punk
culture was among those movements of earliest times where youth was attracted towards and
got a diversified influenced by adapting way different fashion sense and various other such
art reforms in the form of literature, visual art, dance and expression. It had a diversified
impact over youth in those times where media played a huge role where different ideologies
were adapted (Tester, 2013).
Historical significance of media and subculture has been significant since the times where
dramas were performed. Drama connects those people who are fond of art and creative
working styles. Whereas, it also connected that part of historical era which was definitely a
hidden treasure and which not only created possibility to visualize but also made aware about
those times which was possible because of media (Altheide, 2019). Socially, media and
subculture is significant as this medium connects people with distinctive personalities. Hence,
media provides a platform to those similar interest groups and individuals (subculture) with
similar kinds. In short, it helps in tracking and connecting (Waisbord, 2014). In political
terms media transmits those related concerns which citizens of nation have right to be
informed about. Hence it creates an informational channel being an effective medium to
connect where it provides a platform because of which political reach could be easily
accessible (Schulzke, 2019).

Running head: MEDIA CULTURE 2
Values are basically intrinsic ideas and beliefs human holds. This is a humanitarian approach
which a person carries and also works with frequent edits and dynamic changes. There are
different values which people possess in media/subculture functionality associated with
media and subculture among which one of them is free speech (Martin, 2009). According to
Sir Winston Churchill, “Some people’s idea of free speech is that they are free to say what
they like but if anyone says anything back, that is an outrage”. This definitely signifies that
media and subculture creates value of free speech which could cause sometimes in this
independent environment as an issue too (Curran et al., 2018).. It creates a notion of
expression without any obligation bided with. Undoubtedly, free speech is related and
connected with media as it is the only platform where such value could be created.
Significantly, it also creates value within subculture groups who have independent thoughts
and exercise free speech (Jenkins et al., 2018).
By the help of such subcultural reforms, media creates values of spreading connectivity. It
does improvise worst case scenarios which comes first under the knowledge of media
representatives and helps in providing accessibility as well as delivery to masses. This as a
replica function works as an information provider and influencer in case of values at the same
time. In early times values where counted as a major impactful cause of generator as well as
influencer, which has definitely taken place by distorted values (Hansen, 2018). Where
traditional value generation by media and subculture was focused on being what you one is
been replaced by what one has (money being prioritised). Also, once where need was
considered and given importance to is now been replaced with more focus on wants.
Whereas, wants are developed out of those greedy needs which a human either owns or wants
to own which has definitely neglected the fact of humanity being at a first priority. Earlier
where cooperation value was held by media and subculture is surely been replaced by
competitive environment (Patterson et al., 2018). Fighting for existence is a functional value
adopted with a cultural perspective by media which enables corporate forces to mark a
distinctive place within its targeted segment which has definitely made people ruthless. Other
traditional values possessed were more products focused resulting in savings. Hence, values
were distorted by shifting their concern to be more materialistic then spiritual one (Trere,
2018).
Another value possessed as a focal point of understanding media and subculture is
individualism. Individualism is an outlook which lays emphasis on moral worth of the
individual. With a relatable soundness it reflects so much about media and subculture which

Running head: MEDIA CULTURE 3
is centralised to these terms as each reflects different perception with a distinctive thought
process from others (Walker, 2019). This value enriches individuals with an artistic vision.
Media never fails at accuracy but is questionable in regards of truth. Information provided
will be accurate enough if it is based upon relevant data. Accuracy and truth is a value creator
which ensures correct information and works with trust building relationships. Another value
associated is independency which is related with voices generated without fear and stretched
to the masses. Independence symbolizes non conflicting nature with independent thought
while making a move towards masses (Pieterse, 2019). It is not what an individual carries
within them or what their perception is, but what mass thinking as a whole signifies. Any
action of media is not responsible for any sort of harm created which should also be clarified
with editors or audiences to make sure no sentiment is affected. Objections and criticism are
part of media culture, as where independent thoughts are poured and shared on media
platform results in number of criticism. As a matter of fact, it does provide a platform to
showcase an independent thought process with its influential impact to masses (Tricarico,
2019).
Media offerings are generally two folded namely, positive and negative. Intention could be
any but the perception is what matters. Only thing to be considered is fairness and non-
biasness while delivering matter to masses. Content should be objectified by being part of
both sides of coin to give a non-partial view which will eventually build interest and trust.
Sometimes it has to be specific but the value associated should be full of fair and impartial
thought process. Every time it is not even possible to be fully objectified and desirable but
being impartial builds faithfulness and long lasting relationships. Every profession teaches to
be more responsible for work they pursue which could be possible by holding oneself
towards being accountable for their generation of productivity (Curran & Hesmondhalgh,
2019). A human is full of flaws and hence nobody is perfect. Therefore, errors are part of
work which enables learning and leading towards perfection. Hence, this value makes media
more accountable for every mistake which cannot be resisted or turned the pages just like that
where these errors should be corrected but without getting affected by regrets. Being in such
a profession one could not be backed out from the fact of impartiality. Error committed is
sometimes fair from the perspective of media but not fully fair from a viewer’s perspective,
which may call for conflicts and makes this value at a loss. So, simple corrective value
possessed should make media culture stand tall on part of accountability (Campbell et al.,
2018).

Running head: MEDIA CULTURE 4
Another value comprises of accessibility to exclusive information by all. Every citizen holds
their right to be informed to which media is responsible for. Media works as a lender of the
last resort in regards of information of anywhere around the globe. It generates information
and supplies to masses which builds value in itself for its mass users. Information gathered is
usually exclusive and first hand where this profession tries to be the first catcher (Poster,
2018). Also it creates values by getting socially involved and practicing community caring
concerns. Being supportive from society perspective not only creates value for this field but
also is relevant for any perspective corporate area.
Source: (Reveron, 2015)
This above image replicates the most famous youth subculture movement named, ‘Punk
Subculture’ with manifold ideologies, fashion style, different kinds of expressions, dance
forms, and art and literature. It symbolised the value of freedom with a liking towards loud
aggressive rock music which also developed rock genre named, ‘punk music’. This culture
also followed certain other values like do-it-yourself, anti- corporate greed, direct action and
many others. This youth subculture movement was moreover influenced by gender equality
belief and values which somehow ended-up moving towards that direction which was mostly
anti-racist but overwhelmingly white. It gave more spark and importance to violence as a
‘cool’ distinctive feature which was adapted in large by youths. In 1980s- era punk was
remarked as authentic and dedication in the spirit of punk subculture (Nault, 2017).
This punk culture representing image defines freedom and happiness as a youth initiated
movement. Their freedom meant and defined pure liberal thought which represented freedom
from ill-treatment not from responsibilities. Freedom movement replicated their anti-racist
views with no fear lifestyle. This makes more sense when thoughts are generated and moved
in the directions of independency which also centralised the value of free speech and thought
as a right without any disruptions. Being independent makes a person responsible towards
himself and society where liability and responsibility is to be managed by themselves. This

Running head: MEDIA CULTURE 5
movement represented do-it-yourself concept as non-dependent movement by creating own
dressing style with the limited budget to support bands of subculture which was not choice
based but was because of low income economy. Ability to produce as well as distribute ideas
leading towards creativity without any interference was the main ideology followed by
subculture where it also represented an ability to create own thoughts, ideas and identity. It
feels great to find similar like-minded network which kind of results in satisfaction of finding
someone as a support to the generation of totally distinctive personality with lots of against
statements which makes a person strong and fearless regarding expressing own thoughts
which enables to do what one feel like. Freedom of expression and speech is extremely
important to be independent which makes one strong to face reality by knowing own
capabilities in production of thoughts as well as with each other. Free speech not only defines
one’s ability to speak but is more like listening to others blend of thoughts which includes
right and moral dispensable to challenge oppose and protest against, as bad ideas could be
more effectively defeated by good ones while keeping in mind ethics and reason rather than
bans and censorship (Fore, 2015). In order to establish free society, free exchange of ideas is
important. Furthermore, relating it with media culture, it also follows the value of free speech
exercising it as a right to spread information without being at any side with a non-partial
view. This movement was paced with the help of media-culture which helped it in spreading
its reachability and let more people with same ideologies to get connected with.
Source: (Livingston, 2018)

Running head: MEDIA CULTURE 6
This above image reflects another young subculture movement which stands by the strong
belief and idea of being independent and also resembles to be fearless regardless of any
consequences. It marks individual belief and ideas of having confidence within a thought
with never give-up courage and a strong belief about self. For instance, school is a place
where a youth is been shaped for better and strong future. But at the same time if that holistic
place becomes an area full of fear then it seems great if initiative is been taken up by same
youth for themselves by fighting back for one self and not giving up upon even small events
where one feel threatened about their existence. A youth is significantly that personality who
is fearless and enthusiastic with 0 tolerance level and with an attitude of always ready take
stand against any matter. These subculture youth movements even sometime have to face
such opposing statements which as an issue could be raised by the help of media being one
such means which could either built more support with similar thoughts or create more
negative look out towards such movements. This image reflected value of free expressions
and thoughts which could be clearly seen by raising voice against and establishing campaign
against fear subject moments inside the school premises. It also resembles the value of being
democratic where one could express their own opinions leading to freedom and independency
(Hollingworth, 2015).
Mass media in this context have an ability to be heard and viewed by people at large with the
help of numerous platforms media offers. We live in that era where people adapt cultures
through media or internet and could easily surf in just some matter of fingertips to get self-
awareness about anything like music, religion, fashion or different cultures and its way easy
to consume different cultures with the help of media. Whereas, living in a multicultural
society increases the possibility of greater acceptance, understanding, interest build-up and
learning about cultures which are no one has a clue about. Hence, it can be clearly seen that
here, globalisation plays a huge role in consumption of culture through different media
formats. In relation with that, media also follows certain values to make a cultural reform
more fruitful such as free-speech and accountability which reflects confidence and accepting
responsibility towards own actions. For instance, social media is such form of media where
one could enjoy their freedom of expression and speech regarding any youth subculture
movement or any of such issues generally. Media culture has followed and given importance
to such values which can though not necessarily applicable in case of all media platforms.
Whereas, this value is broadly understood as a notion that every individual has and can freely
express own self by utilising any media available platform without any interference and fear

Running head: MEDIA CULTURE 7
of threats and persecutions. Though, it sometimes also results in illegal acts which give rise to
interference of government. So, it should be understood that media culture do sometimes
faces ups and sometimes down which could may decrease the significance of media as a
result for which values and ethics should always be kept in mind because no one praises such
movements where sentiments of any human is affected and thoughts are developed out of any
unethical perspective. Significantly, such non ethical movements by youth may lead in wrong
influence and attractiveness towards instances which will not only lead to wrong unethical
media culture but also towards turning global youth’s perspective in wrong direction. By
pursuing the value of accountability, one should foster an environment of openness and trust
which will surely build autonomy, trust and understanding as a perspective towards youth
subculture movements as well as media culture. Being accountable means having subject to
report, explain or justify by being responsible for self-actions. It basically requires level and
sense of ownership including making (initiating), keeping, and answering for self-
commitments where such perspective embraces future as well as current efforts. One could
hold accountability value which is generated out of certain efforts like clearly defining results
and working effectively towards achievement of results rather than just being part of job.
This value often relates to having a strong belief on self-decisions and actions because that
will create trust and faith among different people and viewers.
To sum up with, media and subculture are relatively similar in connection to establish a
distinctive personality from the big part of culture, which stands them different. Media
culture as in current scenario is a highly dependable and varied knowledge source. There are
number of values which are established under media culture like accuracy, independency,
accountability, free speech and provider of exclusive information around every corner. Also,
there are certain movements established by youth subculture groups which was impactful to a
large extinct. Whereas, any individual with such subculture belief should keep in mind that
their action would have equal reaction, for which one should create such open thought which
would neither affect any sentiment nor target someone without having sense of responsibility
towards own thought. With a closure, media culture is a diversified platform connecting
every part of society and bringing important information in knowledge of that society also, it
makes this profession with highly significant functioning with development of humanitarian
ethical value.

Running head: MEDIA CULTURE 8
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