The concept of value in modern youth subcultures of K-pop and Brony in the period of globalization

¹ Don State Technical University, 344022, Rostov-on-Don, Russia
² Rostov State University of Economics (RSEU), 344002, Rostov-on-Don, Russia

^* Corresponding author: nesmeyanoff.e@yandex.ru

Abstract

The relevance of the research topic is that global youth culture is an interdisciplinary category, with the help of which analysts try to understand the emergence of complex forms of cultural identity and hybridity, which can be found more often among young people around the world and that is directly related to the media (cinema, television, popular music, Internet). To use the analogy with K-pop and Brony youth subcultures, the authors show the similarities between two subcultures on specified grounds, where values define manners and norms of behavior, which are valuable in youth subcultures, gained its worldwide popularity through like-minded friends in online communities where fans are an integral part. The inductive method encourages philosophize about the general picture of two modern youth subcultures to particular moments, i.e. dominant social values in their public actions in both subcultures. Using the method of generalization, the authors consider the value concept of “loyalty” for young people in the context of the phenomenon of fans using the example of K-Pop and Brony subcultures. The most important characteristic of group life is that it has a set of values that govern the behavior of members of the entire group.