Post-Subcultures in the Media Space

The article examines postsubcultures as forms of youth associations of the postmodern era, analyzes postsubcultural research and basic concepts. It is shown that post-subcultures actively perform the function of a cultural mix and aesthetic renewal, creating hybrid styles through the mixing of elements from different eras, genres and geographical contexts. This feature reflects the globalized nature of modern culture, where digital platforms accelerate the exchange of ideas and identity becomes more flexible and performative. Media-centricity is a characteristic feature of post-subcultures, and social networks and Internet platforms are becoming the main arena for the formation and demonstration of identity. They arise around memes and Internet trends, offering participants alternative realities, gaming practices, and aestheticized forms of leisure to escape from routine (for example, through cosplay, memes, and virtual communities). Post-subcultures actively interact with the market, becoming not only consumers, but also agents of commercialization. Their influence manifests itself in the creation of new trends, the formation of demand for specific goods and services. Post-subcultures do not so much oppose society as adapt to it, fulfilling the functions of socialization, self-expression and cultural exchange.