How Subcultures Form Group Identity Through Reclamation: Case of Commodification in Japan

I examine the cultural production process of a subculture, where meanings are created, transformed, and diffused in consumer culture. I consider the role of authenticity in subcultures and specifically, what it means to use fashion consumption to establish meanings and group identity. Using observations of the 'Harajuku' subculture, I am able to explore the relationship between such communities and mainstream society. This analysis promotes understanding of how these groups react when this relationship is altered through commodification, and what narrative strategies are employed to reclaim the cultural meanings in their community.