Status Within a Consumption-Oriented Counterculture: an Ethnographic Investigation of the Australian Hip Hop Culture

Damien Arthur, University of Adelaide, Australia
Claire Sherman, University of Adelaide, Australia
This study identifies the determinants of status within a consumption-oriented counterculture. The results of an ethnographic study of the Australian Hip Hop culture suggest that embodied subcultural capital and subculture-specific social capital confer status on countercultural members. In contrast to previous findings, these two forms of capital were found to more consistently confer status than a member’s commitment to the culture’s consumption values or their commitment of time and resources. This distinction is most prevalent amongst hard-core members who vary in both levels of commitment and their objectification of subcultural capital. Theoretical and managerial implications are discussed.
[ to cite ]:
Damien Arthur and Claire Sherman (2010) ,"Status Within a Consumption-Oriented Counterculture: an Ethnographic Investigation of the Australian Hip Hop Culture", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 386-392 .