Digital Media as a Factor of Mainstreaminization of Deviant Subcultures

Using the concept of medization, this work presents a theory of influence of mediatization process on deviant youth subcultures. The main purpose of this work is revealing the role of new media in mainstreamization of Russian punks, ravers and graffiti-writers. The comparative historical analysis of different subcultures and subcultural theories was used to provide new useful insight into the problem of subcultural identity in the era of digital media. To explain the link between new media tools and commercialization of Russian deviant subcultures the content analysis and the method of online-observation were applied. Through an interview with experts the study highlights the issue of reduction of protests among youth subcultures. Results of the current research will reveal how punks, ravers and graffiti-writers use modern media and how media change their subcultural values and practices. The academic review will help to provide new useful insight into symbolic system of modern deviant subcultures and to establish the link between mediatization and the dynamics of subcultural change.