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Looking vanlig; neither too much nor too little: A study of consumption of clothing among mainstream youth in a Swedish small town
Stockholm University, Faculty of Humanities, Department of Media Studies.ORCID iD: 0000-0001-9909-792X
2017 (English)Doctoral thesis, monograph (Other academic)
Abstract [en]

This thesis studies consumption among young people who identify as mainstreamers in a Swedish small town. In order to map patterns of clothing consumption and to understand what was central in the young people’s self-identification, the research was conducted using a mix of ethnographic methods and wardrobe studies. This is an inverted study of the subcultural, that problematizes the assumption that the majority (the mainstream) and the minority (the countercultural) are opposites when it comes to identity creation. The central concepts used here are ordinary (vanlig), mainstream, and subculture. One of the main findings is that the youth studied self-identify as ordinary. This finding is used to problematize not only the traditional markers of masculinity and femininity as they present themselves in this context, but also what is characterized as new patterns of consumption. There are two main conclusions. First, being mainstream and ordinary was not a static identity position, as the literature would have it; instead, being an ordinary mainstreamer required constant work in order to stay within certain culturally negotiated boundaries. Second, the ethnographic findings contribute in the field of subcultural studies by questioning the convention of portraying the mainstream and the subcultural as polar opposites: contrary to the literature, it is argued that neither is so very different from the other, making it an unhelpful dichotomy in understanding young people today.

Place, publisher, year, edition, pages
Stockholm: Department of Media Studies, Stockholm University , 2017. , 192 p.
Series
Stockholm Fashion Studies, 4
Keyword [en]
Consumption, Denim, Mainstream, Subculture, Ordinary, Youth
National Category
Other Humanities not elsewhere specified Design
Research subject
Fashion Studies
Identifiers
URN: urn:nbn:se:su:diva-131047ISBN: 978-91-7649-445-5 (print)ISBN: 978-91-7649-718-0 (electronic)OAI: oai:DiVA.org:su-131047DiVA: diva2:936754
Public defence
2017-05-03, föreläsningssalen, Filmhuset, Borgvägen 5, Stockholm, 10:00 (English)
Opponent
Supervisors
Available from: 2017-04-10 Created: 2016-06-10 Last updated: 2017-04-03Bibliographically approved

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Looking vanlig; neither too much nor too little(1891 kB)78 downloads
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Lindblad, Emma
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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf