"As the subculture begins to strike its own eminently marketable pose, as its vocabulary (both visual and verbal) becomes more and more familiar, so the referential context to which is can be most conveniently assigned is made increasingly apparent" (Pg. 132). Subculture's are any sort of group which associate and hold a simliar interest. A lot like fan culture, subcultures can be a team, students who share a similar major or minor at a school, followers of a specific movie, band, singer, actor/actress, etc.. The idea of "Bieber fever" is an example of a subculture that became popular across the world last year in response to Justin Bieber and his very successful musical career. This subculture is comprised of predominately young and mid-range teenage girls from across the globe who not only love Justin's music, but his celebrity status as well. They go to his concerts, wait for him outside of shows, follow him on Twitter, buy his DVD documentary, etc.. They are involved in a world where they represent the noise and Justin responds based on how his subculture responds. "Subcultures represent "noise" (as opposed to sound): interference in the orderly sequence which leads from real events and phenomena to their representation in the media" (Pg. 130). Subcultures create noise which the media responds to.
http://www.youtube.com/watch?v=fTTTMxqFo_4
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