Rise of the neo-tribes
November 13th 2007 02:43
Neo-tribes are groups of people (youngsters usually) who are labeled in accordance to how they dress, what they buy and largely where they gather. There is no official membership and the existence of a neo-tribe is solely determined by participation. If many people dress, buy and gather in places associated with a tribe, the tribe thrives. If the majority of the members forge new identities and develop new dress, spending and social habits, the tribe will dissipate.
In terms of dress, think band shirts. Nothing says 'look at me, I'm a rocker' like a good band shirt. Now while this promotes a band and the fact that you like them, it also provides a 'linking image' because your rock brethren will be able to identity you as one of the tribe. Making sense so far? Lovely- so next we move on to the acquisition of the band shirt.
Let's say you're at a festival, oh I dunno... Taste of Chaos (okay not really a festival, but anyway) you want to show that you went to that festival so you buy a shirt with the location and tour dates. This is a buying practice that's showing your participation in a tribal activity. See, random people that don't like the bands playing don't walk in and buy a shirt to support a band or festival they've never heard of, so if you're purchasing items from a festival, you're showcasing part of your identity.
Ands finally we come to gatherings as a way of showing one's belonging to a neo-tribe.
Keeping with the theme of musical festivals, we have events and bands that rely on word of mouth and fan power for promotion. Never heard of DevilDriver? Well chances are if you listen to thrash metal or know a person or two that do, you'd know about DevilDriver. If they're holding a gig in your town, like a true metal head, you head off to the venue to gather among your own kind. Certainly not the place to have a tea party, your appearance at a location that has a reputation of hosting a certain type of band will put out the idea that you belong to a certain neo-tribe. Quit simple really.
Now let's say you and many others like you get over going to concerts and you start listening to house rather than metal. Not going to concepts means not being seen at venues and not buying merchandise to promote your belonging to a neo-tribe. A sharp decline in participants may by the final nail in the casket for this youth movement. And on that note, I'm off to so some study for an upcoming exam.
This post was based on the article "It's more than a T-shirt" by Dr. Joanne Cummings that appeared in issue 85 of perfect Beat magazine.
In terms of dress, think band shirts. Nothing says 'look at me, I'm a rocker' like a good band shirt. Now while this promotes a band and the fact that you like them, it also provides a 'linking image' because your rock brethren will be able to identity you as one of the tribe. Making sense so far? Lovely- so next we move on to the acquisition of the band shirt.
Let's say you're at a festival, oh I dunno... Taste of Chaos (okay not really a festival, but anyway) you want to show that you went to that festival so you buy a shirt with the location and tour dates. This is a buying practice that's showing your participation in a tribal activity. See, random people that don't like the bands playing don't walk in and buy a shirt to support a band or festival they've never heard of, so if you're purchasing items from a festival, you're showcasing part of your identity.
Ands finally we come to gatherings as a way of showing one's belonging to a neo-tribe.
Keeping with the theme of musical festivals, we have events and bands that rely on word of mouth and fan power for promotion. Never heard of DevilDriver? Well chances are if you listen to thrash metal or know a person or two that do, you'd know about DevilDriver. If they're holding a gig in your town, like a true metal head, you head off to the venue to gather among your own kind. Certainly not the place to have a tea party, your appearance at a location that has a reputation of hosting a certain type of band will put out the idea that you belong to a certain neo-tribe. Quit simple really.
Now let's say you and many others like you get over going to concerts and you start listening to house rather than metal. Not going to concepts means not being seen at venues and not buying merchandise to promote your belonging to a neo-tribe. A sharp decline in participants may by the final nail in the casket for this youth movement. And on that note, I'm off to so some study for an upcoming exam.
This post was based on the article "It's more than a T-shirt" by Dr. Joanne Cummings that appeared in issue 85 of perfect Beat magazine.
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