Youth Cultures since 1970

In the aftermath of the 1960s' youth rebellion, youth culture became a normalized feature of life in many developed nations, and the youth cultures in those countries often set the terms for emulation by other nations. Parents and adults continued to try to control their wards, but if they found a son or daughter dressed in strange clothing (often self-fashioned) or with a strange haircut, they no longer panicked. Recognizing that the most rebellious of youth cultures of the 1960s had been commodified by entrepreneurs and later by mundane retail outlets, some youth cultures searched for identities that could either not be quickly coopted or that embraced CONSUMER CULTURE for its own ends. Punk, with its trash-heap, "do-it-yourself" aesthetics and its claim that anyone could be a musician was an open attack on the hippie subculture of the previous generation. Despite its best efforts to resist mass marketing, punk too became a style available in shopping centers around the world. Glam rockers and disco dancers moved in the other direction, openly embracing some aspects of popular culture, particularly fashions borrowed from marginalized social groups. Most young people did not formally "join" a subculture, although they may have bought the records and adopted some of the clothing styles when they became available in stores.

Three trends developed in youth cultures formed after the 1970s. First, as marketers moved more definitively to segment pre-adolescents as a separate market, a mass "kid" culture has begun to emerge. Because of the limits on this group's mobility and autonomy, new analytical tools are needed for investigations. However, it is important to note that this group is segmented from adult and adolescent culture at an early age, often within the context of institutions such as day care and school, and the preconditions necessary for many aspects of youth culture to emerge are in place. At the very least, the shared experience of consumer goods (TOYS, foods, movies, radio stations, clothing), adult authority in socializing institutions, and common activities (skateboarding, scooters) strengthen the cultural connections between young people at an earlier age while further distancing them from the experiences of their parents and older siblings. Youth culture has gotten younger. At the same time, youth culture has taken on new meanings and gotten older: In particular, there is strong evidence that some people are continuing their youth culture affiliations into adulthood, so that youth cultures become "lifestyles." This raises some interesting questions. What are we to make of a forty-year-old punk? A sixty-year-old hippie? Finally, new communication and media technologies, particularly the Internet, create spaces for new youth cultures to emerge. Teenage computer hackers and phone "phreaks" had already appeared during the 1980s, but the Internet allows for a much more expanded notion of cyber-cultures detached from everyday off-line identities. The Internet, like "lovers' lane," is a more or less unpatrolled wilderness that has allowed new cultural affiliations (e.g., net Goths) to be formed.  (www.faqs.org)