The Smarteez and Post-modern Identities: The Meaning of Style among the Youth in South Africa Smarteez
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Several studies have explored style among youth cultures,though the South African content has been ignored. The Smarteezis an emerging South African youth subculture that uses theirstyle as a means for identity expression. This paper examines theSmarteez discourses on style in an attempt to better understandtheir style decisions. By means of an ethnographic study, thefindings demonstrate that their relationship with style is consistentwith post-modern consumer theories (Bennett, 1999; Kjeldgaard& Askegaard, 2006; Maffesoli, 1996; Wilska, 2002). Theconcept of style was organized into four overall thematic categories:style reflexivity, style switching, idealizing freedom andurbanized identities.
Abstract
Several studies have explored style among youth cultures,though the South African content has been ignored. The Smarteezis an emerging South African youth subculture that uses theirstyle as a means for identity expression. This paper examines theSmarteez discourses on style in an attempt to better understandtheir style decisions. By means of an ethnographic study, thefindings demonstrate that their relationship with style is consistentwith post-modern consumer theories (Bennett, 1999; Kjeldgaard& Askegaard, 2006; Maffesoli, 1996; Wilska, 2002). Theconcept of style was organized into four overall thematic categories:style reflexivity, style switching, idealizing freedom andurbanized identities.
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