Media and Subculture(Mass Communication Studies: Retrospect and Prospect)

Abstract

The term 'subculture' has been used with many different meanings. From the point of view what culture was supposed to be against the term 'sub-'culture, I try to classify the uses of subculture into three groups. 1) Subculture as an antonym of high culture, in this case, subculture mainly related to massmedia. 2) Subculture as an antonym of total culture, in this case, subculture mainly related to segmented media. 3) Subculture as an antonym of main or dominant culture, in this case, subculture mainly related to alternative media. Based on the typology, I try to survey recent treatises or books on 'media and subculture'.