Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study of Male Subculture on Fashion Contents of YouTube - Focusing on Dick Hebdige's Subculture Theory -

유튜브 패션 콘텐츠에 표현된 남성 하위문화 연구 - 딕 햅디지의 하위문화 이론을 중심으로 -

  • Park, Juha (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Kim, Jongsun (Dept. of Fashion Design, Graduate School, Hongik University)
  • 박주하 (서울대학교 의류학과) ;
  • 김종선 (홍익대학교 일반대학원 의상디자인학과)
  • Received : 2020.10.30
  • Accepted : 2020.12.24
  • Published : 2020.12.31
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Abstract

This study focused on popular YouTube subculture content and male YouTuber characteristics. We conducted a case study on YouTube videos and viewer's comments of male YouTubers who interacted with subculture or fashion themes within YouTube. Based on Dick Hebdige's subculture theory, we categorized male subculture characteristics of style expression to show how YouTube plays a role in the formation of subculture. The representative types of male subculture were divided into metro sexual, adolescent boys, drag queen, and homosexual. YouTube simultaneously played a role in accumulating video viewing as well as indirect experiences in various communication activities and cultures among viewers. YouTube was used as a space for video producers as well as viewers and subscribers to discover and build identity. Subculture makes people aware of cultural diversity within society, and their doubles and lifestyles serve as important clues to track culture and fashion changes. This research is significant in the field of fashion media and subculture research due to its examination of male subculture phenomenon on YouTube based on an analysis of the video content of culture insiders and viewers' comments as well as immediate responses.

Keywords

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