Regaining control through reclamation: how consumption subcultures preserve meaning and group identity after commodification

We examine the process of subcultural commodification where group meanings of a Japanese youth consumer subculture (i.e. Harajuku) are created, fragmented, and then commodified by the mainstream culture. We consider the role of authenticity in subcultures and specifically what it means to reclaim meanings and group identity after commodification. Using a multi-method ethnographic approach, we explore how a subculture reacts when faced with co-optation. In light of the Harajuku group's attempt to preserve a meaningful form of their community, we illuminate the consumption processes through which their group identity is re-negotiated and sustained. This analysis promotes understanding of how a non-Western subculture reacts after mainstream commodification, and the strategies they employ to regain control of their community by reclaiming authenticity, maintaining collective belonging, and uniting with a common cause.