In the realm of social media, aesthetic subcultures have taken the stage by storm. From Cottagecore to E-boys and E-girls, these subcultures revolve around the idea of curating a specific vibe or aesthetic through the purchase and consumption of goods. While these subcultures may appear harmless and fun, they can lead us down a dark path of hyper-consumerist behavior, shaping our identities in ways that may not be beneficial for our financial health. We will explore the rise of aesthetic subcultures on social media, their impact on consumer behavior, and why it’s crucial to maintain a balanced approach to material consumption.
Analyzing the Rise of Aesthetic Subcultures
The Visco Girl Aesthetic
To understand the phenomenon of aesthetic subcultures, we’ll delve into a case study: the Visco Girl aesthetic. Characterized by oversized shirts, relaxed shoes, and iconic accessories like the Hydro Flask, the Visco Girl look gained popularity as a reaction to the heavily glamorous trends of the past. The key to its success lies in the shared visual language created through specific brands like Brandy Melville and Birkenstocks. These brands became symbols of affiliation within the subculture, fostering a sense of community and identity among its members.
The concept of shared visual languages goes beyond clothing and accessories. In a Journal of Consumer Research article, the Harley-Davidson motorcycle subculture is explored. Harley-Davidson owners share a passion for the brand and embody characteristics like personal freedom, machismo, patriotism, and American heritage. Through their choice of motorcycles and associated products, they communicate these values to others, fostering a sense of belonging within the subculture. This phenomenon is observable in various aesthetic subcultures on social media as well.
Building Digital Communities
Social media platforms provide an accessible space for aesthetic subcultures to flourish. Platforms like Instagram and TikTok enable like-minded individuals to connect, share, and express themselves within these subcultures. Whether it’s the Visco Girl aesthetic or the Cottagecore aesthetic, these digital communities bring together individuals who care about similar values, interests, and hobbies. They create a sense of belonging and foster a collective spirit.
The Impact and Pitfalls of Aesthetic Subcultures:
Aesthetics vs. Identity
Aesthetics can be a way to showcase and affirm our identities, allowing us to connect with like-minded individuals. However, it is essential to question whether aesthetics are shaping our identities or merely reflecting them. Aesthetic subcultures may offer a shortcut to constructing a personality, potentially hindering genuine self-discovery.
Subculture Disposability
One concerning aspect of aesthetic subcultures is their disposability. Micro-trends and the constant cycling of new subcultures can lead to unsustainable consumption patterns. The desire to keep up with ever-changing aesthetics can be financially burdensome and contribute to waste. For example, the Visco Girl starter pack alone could cost over $1,400, leading to a significant financial and environmental impact.
De-centering Materialism & Fostering Authentic Expression
True Expression through Creation
To counteract the dominance of material goods in our identities, it is crucial to decenter materialism and focus on genuine expression through creation rather than consumption. Expression can be found in various forms, such as creating art, showing kindness to others, or engaging in meaningful activities. By shifting the focus from material goods to personal growth and creative endeavors, we can foster a more authentic sense of self.
Redefining Personal Expression
While material possessions can be a form of expression, It’s essential to develop a sense of mindfulness and conscious consumption within aesthetic subcultures. Instead of mindlessly chasing trends and accumulating material possessions, individuals can prioritize quality over quantity. This means investing in items that truly resonate with their personal style and values, rather than buying things for the sake of fitting into a particular aesthetic. By adopting a more intentional approach to consumption, individuals can reduce waste, save money, and cultivate a more sustainable lifestyle.
Embracing Individuality
Aesthetic subcultures often promote a sense of conformity, where individuals strive to emulate a specific look or style. However, it’s crucial to remember that true self-expression lies in embracing individuality. Rather than adhering rigidly to the norms of a subculture, individuals should feel empowered to add their unique twist to their aesthetic. This can involve incorporating personal interests, values, and experiences into their style choices, allowing their aesthetic to become an authentic representation of who they truly are.
Emphasizing Inner Qualities
While aesthetics can be visually appealing and fun to explore, it’s important to place more significance on inner qualities and personal growth. Aesthetics alone do not define an individual’s worth or character. By focusing on developing qualities such as kindness, empathy, intelligence, and resilience, individuals can cultivate a more well-rounded and meaningful sense of self. This shift in focus can lead to a greater sense of fulfillment and satisfaction, independent of material possessions or external appearances.
Conclusion
Aesthetic subcultures on social media have undoubtedly captured our attention and provided a platform for self-expression and community building. However, it’s crucial to approach these subcultures with a critical eye and maintain a balanced perspective. By being mindful of the impact of hyper-consumerism, embracing individuality, and placing value on personal growth, we can navigate aesthetic subcultures in a way that is authentic, sustainable, and conducive to our overall well-being. Ultimately, true self-expression and fulfillment come from within and extend far beyond the material realm.
