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Discursive Strategies of Contemporary Subcultures in the Global Context



Author(s)

CHEN Min

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DOI:10.17265/1539-8072/2015.03.009

China Youth University of Political Studies, Beijing, China

Since the 20th century, the subculture, once a marginal cultural phenomenon, has been transformed into a global post-subculture. In this process, subcultural groups have undergone profound changes in multiple aspects. Hybridity, openness, and dissolution of depth become the keywords to understand youth subcultures. This paper is attempted to explore its discursive changes in comptemporary subcultures. By describing and interpreting the most popular subcultural discourse—hip-hop discourse, it is found that counter language often used in the subcultural discourse has been weakened and new strategies, such as code switching and semiotic games arise. The paper argues that with the transition of discursive strategies, subcultural groups attempt to weave the network of the global subcultures and create an interactive discursive space for global youth.

subcultures, globalization, discursive strategies