ABSTRACT
The importance of consumption in subculture can be explored through both objectification in material objects and internalization through self-perceived attributes of individuality. Objectification of sub-cultural capital in material objects leads to the consumption of objects that hold more capital than other objects. The store's focus on an "alternative" aesthetic traditionally associated with subculture leads many to compare the "mainstream" venue to its perceived "real," "underground," and therefore authentic, predecessors. Overall there is a strong discourse of the store's destroying of subcultures and scenes, often based around arguments prizing the idea of an authentic subculture possessing stronger and rightful claims to particular material objects and aesthetics as their perceived originators. When the aesthetic of subculture is discussed, the process of creating fashion as opposed to purchasing premade fashion is characterized as authentic. Some shoppers attribute their ability to take on temporary identities and different subcultures to Hot Topic.
