Exploitation of subculture by mainstream brands

Definition of exploitation

noun

•   1 [mass noun] the action or fact of treating someone unfairly in order to benefit from their work: the exploitation of migrant workers



•   2the action of making use of and benefiting from resources: the Bronze Age saw exploitation of gold deposits



the fact of making use of a situation to gain unfair advantage for oneself: the Government’s exploitation of the fear of crime.

Definition of subculture

noun

a cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture: in what ways does the social environment predispose certain individuals to join delinquent subcultures?

­Definition of mainstream

noun

(the mainstream)

•   the ideas, attitudes, or activities that are shared by most people and regarded as normal or conventional: they withdrew from the mainstream of European politics



•   (also mainstream jazz) [mass noun] jazz that is neither traditional nor modern, based on the 1930s swing style and consisting especially of solo improvisation on chord sequences: it was a form of jazz that had strayed away from the mainstream



adjective

•   belonging to or characteristic of the mainstream: mainstream pop music



•   (of a school or class) for pupils without special needs: children with minor handicaps would be able to attend mainstream schools



verb

[with object]

bring into the mainstream: vegetarianism has been mainstreamed

Introduction.

Chapter 1

Sub culture theory/how they form?

What they mean to those involved.