Editing Subculture (section)

==Social media==
{{Further|Internet culture}}

In a 2011 study, Brady Robards and Andy Bennett said that online identity expression has been interpreted as exhibiting subcultural qualities. However, they argue it is more in line with [[neotribalism]] than with what is often classified as subculture. [[Social networking website]]s are quickly becoming the most used form of communication and means to distribute information and news. They offer a way for people with similar backgrounds, lifestyles, professions or hobbies to connect. According to a co-founder and executive creative strategist for RE-UP, as technology becomes a "life force," subcultures become the main bone of contention for brands as networks rise through cultural mash-ups and phenomenons.<ref>{{cite web|author=Laurent Francois @lilzeon |url=http://www.socialmediatoday.com/content/subcultures-big-opportunity-social-brands-generate-value |title=Subcultures: Big Opportunity for Social Brands to Generate Value |publisher=Social Media Today |date=2013-05-25 |access-date=2017-10-19}}</ref> Where [[social media]] is concerned, there seems to be a growing interest among media producers to use subcultures for branding. This is seen most actively on social network sites with [[user-generated content]], such as [[YouTube]].

Subcultures can be and have been successfully targeted by firms commercially. A stream of academic research in [[consumer culture]] shows the multiple ways in which companies and firms target subcultures with commercial offerings.<ref>{{Cite journal |last1=Diaz Ruiz |first1=Carlos A. |last2=Kjellberg |first2=Hans |date=2020 |title=Feral segmentation: How cultural intermediaries perform market segmentation in the wild |url=http://journals.sagepub.com/doi/10.1177/1470593120920330 |journal=Marketing Theory |language=en |volume=20 |issue=4 |pages=429–457 |doi=10.1177/1470593120920330 |s2cid=219027435 |issn=1470-5931}}</ref><ref>{{Cite journal |last1=Schouten |first1=John W. |last2=McAlexander |first2=James H. |year=1995 |title=Subcultures of Consumption: An Ethnography of the New Bikers |url=https://doi.org/10.1086/209434 |access-date=2023-03-25 |journal=Journal of Consumer Research |volume=22 |page=43 |doi=10.1086/209434}}</ref>